Beyond the text: picture, videos, graphics, etc... are all good. The more creative and aesthetic the better. You want visitors to see what you have to say and appreciate your work. Basic pics and graphics are fairly easy to add through the WebCityPages editor. Other features are more complicated. Your can look at some other pages to see what we've done and copy some of those formatting features.
In general, I have learned HTML by copying code from pages that I like, and making limited adjustments as strictly necessary. Although I'm debilitatingly perfectionist in much of life, I try hard to on web work to accept anything remotely good enough, especially format-wise, so as not to consume every free waking hour and then some. That said, I have picked up quite a bit programming in this fashion w3schools is an excellent site to learn basic web programming.
I am regularly working on improving layout and format one thing at a time, with a wish list on the back burner. Feel free to add to the list, comment on its entries, or better yet, suggest a way to do it.
Shortcuts: In our css style sheet, we have codes you can use for smaller fonts, colors, or styles, e.g.,