When you load a page you should know you are in for an enjoyable time that will extend beyond the home page.
Content is what make a site excellent as opposed to just good.
This may include a good mix of graphics and text put together in an interesting, informative and perhaps even entertaining way. One important aim is to avoid clutter. Another objective to aim for is trying to use the very best pictures obtainable. Too many sites carry on about how a given camera does not do good work, or present the reasons that some other deficiency exists. The solution, of course, is to eliminate such distractions.