Whitewater Adventure Outfitters of Canon City Colorado is a leader in the crowded field of river rafting outfitters on the Arkansas River. But their website didn't reflect that. The new design features a rotating slideshow of close-up action photos that focus on excitement.
The site makes it very easy to find the information you need. The design is clean and open, putting the focus on the content, not an overly busy or jazzy interface.
This is a good example of a home page that knows it's purpose. Right in the page header is a credibility statement that establishes WAO's bona fides. This is expanded in the first paragraph of copy a well as some featured testimonials.