A few carefully-chosen graphics and photos can make all the difference to a page. Too many graphics can be distracting and increase page download-time unacceptably. Animations, in many situations, are voted a distraction by readers. Many web-users are new to the Web and may not understand how to navigate around a site if it is not made very clear to them. Some people switch off their browser graphics for speed, and it is important that a web-page and its navigation links should still be understandable without graphics.
Sites frequently fail to describe the links to their other pages in more than a word or two.
Break up longer material into separate pages. Learn to write concisely, going through your text again and again to remove extra words. Re-express your message in a shorter simpler form which flows well. It is frequently possible to cut word-count by 25 or even 50 per cent. You will be amazed how many words can be cut from a first draft.