There are many different ways to change a web site. The creater controls the colors, the typegraph, the size, the graphics and more. For more information on color link to Color . These different options will attract a first time user to the web site. The most important factor in creating a web site is structure.
Structure is needed for user to feel more comfortable with one's site.
A user like to know where they are and how they got there. That as to pertain mostly to the navigation of the site. One can use navigation to organize their site. They can divide the different information into different pages. Also, it is also easier if the information given was organized into different parts.