While the sizzle may sell the steak, content is more important than presentation. Consider your audience. Ensure that documents make sense when viewed in a text-only mode. Use graphics sparingly. Keep in-lined graphics small.
Many users have slow dial-up network connections.
The Internet does not end at the state line. We now serve people in other states and nations of the global village at no incremental cost. Servers must serve 24 hours a day. It is 3 PM some where on the Internet all the time. Servers should not be shut down for update and maintenance.