You can use CMS blocks as content placeholders to display custom content in almost every part of the store. Import sample CMS blocks from the demo.
The best Magento theme documentation on ThemeForest. It also describes selected Magento features which you need to know when starting to work with Magento.
Use Ultimo as a starting point for your custom projects. Unlike many other themes, Ultimo lets you create multiple custom sub-themes (theme variants) for your clients.