Whether you're a nonprofit bringing your services or message to the web or a small entrepreneur wishing to drum up some business without having to wear out a pair of shoes, don't forget your audience or how they will use your website.
Pictures of products and services in action, short and to the point descriptions of products go a long way towards introducing and familiarizing your audience with your product. Simple is the best. Sometimes it's best to leave out cute animations that may detract from the real business and purpose of your site (unless you're advertising cartoons to children.)
Whether you're looking to attract sponsors for your cause or attracting that next new business account don't forget your audience and don't distract them from the services you have to offer.