A simple clean layout tends to be best for the reader. It is much better to split your information by category into separate shorter pages than to put it all into one very long section. Avoid bright color backgrounds that make it difficult to look at a page for any length of time.
Animated images are nice but many on a page detract from a professional appearance.
Additional enhancements can be added such as soothing background music, video, a guest book form, a scrolling marquee at the top of the page, and many others. Avoid extremely high resolution images, some large sound files, and video clips that require long loading time unless these are absolutely necessary. Consider the person reading the page may leave rather than wait for everything to load. Font size, color, and style can be changed to suit your desires. While the newest code is terrific and provides numerous features, it is not compatible with the older versions of web browsers in use.