Use black type on a white or light background. News sites use three or four columns of type and navigational tools. Narrow columns are easy to read and use. Simple graphics allow pages to load on users' monitors quickly. If you use pictures, keep them small.
Rich content can be expensive or free.
Expensive content can be written in-house or outsourced to The Business Word. You can put news about your industry from a wire service on your site. You can load your site with white papers, article reprints and product descriptions that have been produced for other purposes and also make sense for your Web site. A catalog or e-commerce capability greatly enhances a Web site. The thing to remember is that your customers and prospects will visit your site expecting that you are an industry expert.