I've written about the importance of what is "above the fold" - what a visitor can see on your website home page without scrolling down.
So what should a visitor see?
1. A look that is professional, artistic and gives the right kind of impression for YOUR business - friendly, whimsical, reliable, exotic - whatever may be appropriate.
2. Imagery and text which tell the visitor IMMEDIATELY who you are, what you do or offer, and give them some idea of why they should be interested in you.
Anything that doesn't immediately and directly contribute to that is a distraction at best.
And I mean anything. When you are working on home page copy, after you've written what you want to say, go back through and remove or change EVERY SINGLE WORD that isn't helping.
EVERY. SINGLE. WORD.