Your website should be easy on the eyes, something your visitors will enjoy looking at. This comes down to site design and layout.
The design of the website is what lies beneath the photos and text. Keep the design simple with the colors, fonts, and features that you use. A general rule for fonts, colors and textures is no more than 2-3. Too many stimuli on one page can distract from your message and overwhelm the viewers.
With content, one central picture at the top of the page draws the interest and previews what information they can expect in the text. When organizing the text, break it into readable chunks. Massive paragraphs are intimidating to read. Use headings and subheadings to highlight the important parts of each section and to help search engines understand what your content is about.
(We create custom designs too)