For text-heavy pages like this, coloured text is used to focus your attention onto different headings, or parts of the text. However such effects can also be rather distracting.

Both text and images can be animated, and it's fairly common to see images rotate.

Text/images can squash and stretch, explode, spin round, fade away etc, but as usual, such effects will add to the loading time.

This can be reduced by compressing images (with some loss of quality, but most of the time this is hardly noticeable) and by avoiding design packages such as Dreamweaver.

For landing pages, it's best to avoid too much text as visitors will quickly move away; of course that can be difficult with certain categories of website.

JavaScript menus come in an infinite variety, both vertical and horizontal, with sub-menus easily added.