The KISS Principle states that most things work best when the design is kept simple and that you should avoid unneeded complications in designing and strive for simplicity. Although this statement was originally meant about design and designing aircraft in general, KISS has taken on a life of it's own and I've heard it applied to all aspects of life.
It seems pretty unimpressive in our time now. I mean, every where you turn all anyone talks about is simplicity, but in 1960 it was pretty unique. Think of some of the designs pre-60's. Simplicity wasn't a desired thing at that time.
Anyway, I bring this up because it is just as important now and it's very important to your web presence. I know it can be so tempting to make fancy websites with lovely graphics filling the screen. And it's tempting to be cute and coy sometimes filling out Facebook business pages, but I am here to say, don't do it.
If customers have to scroll down to find out any information about your company, when the important information is hidden behind fancy graphics and flashy intros - it isn't helping your business. When a customer goes to your Facebook information and sees a cheeky line about who you are and not a straight forward explanation of your business, you lose a customer.
Don't over design, don't over think it. You're there to provide a service. Tell people about what your service is. Show them some images. Give them your contact info. Be real. Only participate in social media that suits your customer base and give them relevant information to your business. It's that simple.
Keep it simple, stupid. Just keep that in mind when you aren't sure which way to take something and you'll do fine.