Most successful sites include some visually interesting content but more so information that people can go away with. Your site should have updated content and photos that keep your repeat customer coming back. Sometimes links to other sites that are related to your site is a good thing. Lots of time I believe in a 60-40 graphics to content so download time is not too long, but nowadays with broadband most surfers can handle anything.

When surfing the web, ask yourself what is most appealing to you. What is most memorable or maybe what would you bookmark and what would you not bookmark. Then think about how you could make your site just as interesting. Often this normally works for me.