The text is divided into semantic blocks and arranged in such a way that as you read, most of the questions and objections that the client may have are revealed and removed.
A white, clean background so that all the focus is on text and photos. Thin serif font for headings + neat font for body text.
Tables, lists and forms enliven the design and do not allow you to get bored, while light lines and touches emphasize aesthetics and elegance.