Keep it simple. Don't use a lot of different fonts, type styles and effects just because you can. The page design should reflect and enhance the content of the text, not compete for the reader's attention. Pay attention to detail, i.e. spend ten minutes just selecting the right font for a headline. Easy readability is essential.
More people read captions under photos or illustrations than read body copy.
Body copy that tells a story will get higher readership than sales copy that stresses only benefits. People want to be entertained. Serif typefaces allow the eye to follow faster and are a good choice for body text. Studies have proven it is difficult for the reader's eye to follow and return to the next line when the line length is excessive. Break wide text areas into easier to read columns.