I am somewhat new here as well, but agree 100% that if you are trying to sell information, which basically is what we are doing with this sites, that a mimimal approach to design will go a long way.
Focus on Easy navigation and make sure to present all of your information so that the visitor can find what they are looking for.
Once they have the information, visitors like to click on links to continue. So make sure that links are available to them when you would believe they are looking for it. You do not want them going back to the search engine.
Read through you site and make sure it progresses like you think it should.
Great graphics and flash do have there place, I just do not believe that it is required for this. Present information and give visitors a place to click so that they go where you want them.
Good Luck.