Sure flashy graphics will 'OHHH and AHHHH' those that visit your site, and may even get some word of mouth advertising around for you, but what keeps them coming back for more time and time again is content. Whether you site is about fishing, world news, the hottest trend in computer technologies, you always want to keep your site as updated and complete as possible. Try to speak in 'laymen's' terms as much as possible for those that may not be as savvy as you are in the subject matter. You should have a search feature built into your site that will allow visitors to search your site for what they are looking for, and also always give them a means to return to the 'main' page, so if they get lost, they always know how to get home.