In trying to make sites look pretty and attractive, web designers sometimes forget the main purpose of the site is to communicate various messages effectively to the user. Some young web designers suffer from graduation complex and try to squeeze in as many fancy design features on a single page with the only result as to make the user close the site and start browsing somewhere else. But when it comes to their first business deal with a serious company, they should remember some tips about good web design.
It is true that white text on a black screen may look elegant and add some drama to the page, but it is difficult to read and in terms of a business site is pretty inappropriate. The general rule is that the background shouldn’t interrupt the reading process, the letters be just right for comfortable perception, and the hierarchy of the text easily recognizable.
Consistency is a good point. The whole site should be in one distinctive style, which should be reflected in navigation, links, buttons, separate pages of the site. Every time you click you should be able to recognize you are on the same site. Navigation is the key when it comes to easy and fast browsing. Big sites should have maps and pages should load quickly. Whether your pages contain multimedia is for your to decide but a lot of people are really annoyed when the story of a company is narrated by a pretty female head instead of a short and up to the point article about it. Details are up to you, but general rules are for everyone.