No one is going to stay on a website that confuses them, or whose content is hard to read. Whilst fonts that look fancy or handwritten may look nice to you, imagine if you are a potential customer who just needs to read the facts quickly and make a purchase - Would a website difficult to read make you more or less inclined to try and buy something?
The same can be said for text and background color contrasts, keep things simple and readable. Just stick to the basics and you can’t really go wrong: Easy-to-read fonts and high contrast text-to-background color combinations!
Now that your website is easily readable, is it easy to scan through and get the information needed? Visitors don’t want to get bogged down whilst they are searching for specifics on your website. Keep your text short and sweet - Bullet pointing key information can make a page extremely scannable without losing any pertinent information.