Looks

• Use dark letters on a white or pale yellow background. Don't mess with text and link colours to avoid confusion.
• Use short sentences. A screen is much more difficult to read than paper.
• Keep pages short. 80% of the users do not scroll. 5 short pages is better than 1 long one.
• Keep quiet. Shouting colours, blinking texts, animations and sound just distracts attention away from the contents.
• Keep it standard. The user will stay on your site for just a few seconds, a few minutes at most. So the site must be clear at once. Use one and the same style for all pages. That's how users will familiarise quickly.