Also be aware that, subconsciously, colors have meaning. Be sure that your color scheme delivers a message consistent with your copy. Many studies indicate that people will not scroll down to view your web site. Where ever possible, keep your content down to one screens worth of information. Make multiple pages, if necessary, to deliver your message.
People are more likely to follow links than to scroll down.
Remember, screen resolution will affect how much can be displayed per screen. Design with lower resolutions in mind. Several studies have revealed that if your visitor has to wait more than ten seconds for your page to load, they will move on to their next destination. Assume your visitors are connected via a 14.4 modem, many still are. Make Navigation Easy Guide your visitor through the sales process with easy navigational aids.