Customers appreciate websites that are visually appealing.  There should be a good balance between photos, text and “white space.”  Your company name should be stated boldly at the top of the page, and then again in a regular text at the very bottom of your page. Relevant photos, perhaps of your shop or your products, can be spaced thought out the text of your page. Fast loading speed is still important, so go easy on the animations or videos, especially if they are on your home page. Also, have an option to stop the video or animation or to skip it all together.