Keeping your site simple means keeping the contents on your page short so that visitors shouldn't have to scroll down too far, and you should leave out all the fancy features such as flash, java applets, pop up windows, frames, scrolling marquees, background music and gif animations so that your site loads very quickly.
Your site may load fine on a high-speed internet connection, but there are many people who are still using 56K dial-up connection, and just because they use a 56K modem it doesn't necessarily mean that they will get that speed on the internet, many people still surf the internet at slower speed. Many people find it really annoying when they need to wait a few minutes for unecessary flash to load on their screen, they will probably leave if your site slows them down.
Some other important thing is make sure the file size for your graphics are kept as small as possible, and try to have alot of space on your page so that it makes it more clean and easier for your visitors to read. You should always have abit of graphic otherwise your page will look too plain. When visitors come to your site, they should be able to know straight away what your site is about by looking at the top half of your main page.
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