Here are a few guidelines for simple web pages:

• KISS - keep it simple!
• Do not go overboard with fancy colors and backgrounds.
• Make sure the site is easy to navigate:
• Use "home", "back", "next" links where appropriate.
• Remember that a user might jump into the middle of your site.
• Use small images where possible - not everyone has a fast connection.
• Remember the color-blind.  (Orange text on a red background is not the best choice.)
• Do not make the site browser-specific.  (I.e., don't create a page that only works properly with Netscape or MS IE.)