Surfers have trained themselves to speed read a page to see if they have landed where they want to be. If they cannot ascertain the information they are seeking within seconds they will move on. Longer explanations can be made available via links to pages deeper in the site for those who want the full story. The quality of the graphics more than anything else will instantly portray the level of sophistication of the site and entice the visitor to linger. Use meaning ALT text on images.
Page format is important for aesthetic composition, readability and logical organization.
Web page length should rarely exceed 3 screen lengths. Some web pages can be very sparse depending on the mood or feeling being portrayed. Use of Tables is required by good web page designers for exactly controlling the composition of the page reliably across the major browsers. Take advantage of the all important background colors and background images available within tables and their cells. This is a great way to add color and graphics to your design with very little cost in download time.