If something about the design doesn't feel like it's working and you're not sure what, I'd suggest thinking in terms of figure/ground and how that affects the visual heirarchy.
It's a classic fact of perception: a lot is taken in by the eyes, but only a small minority of it is foreground, gaining direct attention, while the rest acts as context and background. A good design needs to control figure/ground, so the content gains direct attention and the context and background that gives the content character slips into the background where it can work its magic withou distracting the viewer or crowding the scene.
Your site has very striking, crisp background images: they look great and convey a lot of character, but if their role is to be background, they shouldn't compete for attention with your actual content, and it seems like at the moment they are.
A few suggestions:
- Since it's a web site, think about loading order. Right now, the content loads first, then an interesting background image dramatically appears after loading, and distracts from it. You don't want to keep users waiting before they see the content, but you don't want them distracted either. Try different things, one free idea off the top of my head would be something that refreshes the content with an extra containing element on
$(document).ready() so that it regains the viewers' attention after tha page has finished loading and the background image has landed.
- Think about pulling the content together into more of a discrete unit and space that clearly stands out as the thing to focus on. Some things to consider: bringing text in from the edges, more padding and whitespace on the elements themselves, and translucent containers for elements that don't have them (e.g. the first chunk). The padding around your text containers is very tight - whitespace (which of course isn't neccessarily white...) is a great way to give content promenance.
- Think about the focal point for each chunk. When each chunk appears, you want your user's pointed right at the point to start reading. There are too many ways to do this to list, so experiment. This question How to draw attention to a specific area of a design? might help give you some ideas - but just notice things people use in web pages, magazines, adverts... anything where they need it to be obvious where to start reading.
Your site isn't working if you show it to people and they say "Wow, I love the background images! Hmm... Okay, it's something to do with water, is it?". It's working if they read the content, digest the content, then say "And it looks great! I love the background images!"