Other than researching a subject, people visit web sites because they are looking for information about a product or service. For entertainment, they turn on the television or go to a movie. So think carefully before you decide on gimmicks such as long-loading flash intros or animated graphics. If you decide you do want this type of element - do it tastefully.

For best results, keep it simple. The BEST sites focus on: 1) minimal text, 2) well-designed graphic balance, 3) uncomplicated information.