Choosing the right mix of color, type and graphics can really help your site. If you're not sure what you're doing, keep it simple. The biggest mistake made is choosing a background graphic that makes the text hard to read. The second biggest mistake is mixing the wrong combination of foreground and background colors. If you're not sure, use black text on a white page.
Web space is inexpensive.
Use as much as you can to describe your products and services. This type of information is what most people will be looking for. Don't assume every visitor to your site knows your business like you do. Educate them and they will reward you by choosing your company. Don't overlook the potential of your web site to keep existing customers loyal.