Don't let text become a grab bag of different kinds of information and vaguely related ideas. And don' t repeat yourself by saying the same thing in different ways. It's hard enough reading copy from a computer screen. Avoid using animation, flashing icons, and ticker tape. Movement like this is distracting and keeps pulling one's eye away from the copy.
Research shows that animation generally drives people nuts.
Prioritize navigation from your visitors' point of view. Your site is not supposed to be an ego trip. Make supporting contents easy to find. Clearly show the way to product information, articles, background, and educational material for visitors not ready to make a purchase. Group navigational links together in a prominent location.