Here is a SMALL part of a page I used on my site at one time. Here is the full page
http://rottweilerconnection.com/images/webtips.htm
What are the goals of your site?
Is the goal to entertain, to provide information or graphics, or to provide some unique service such as an index or database? Or, perhaps, it's something completely new.
If it's for a business, are you trying to attract new customers, give information about products and services, do market research, or provide customer support?
How does the design and implementation of your web site support your goals?
Make your site easy to navigate
Give a lot of thought to the roadmap of your site and how its different elements are linked. How is this navigational information conveyed to the user?
Could someone, after visiting your site, draw a simple diagram showing how the different elements are connected and how you get from one place to another?
If someone comes to your site looking for a specific piece of information, how easy is it to locate it?
How does a visitor figure out all of the things they can see or do at your site?
How does a visitor figure out how to navigate your particular site?
How can the visitor tell if they have seen everything?
How can a visitor tell what they have and have not seen?
Make it easy for a visitor to determine what is new and when things were changed.
A site that is difficult to navigate will also be difficult to maintain.
Complexity will limit the size of your site.
Complexity will make it difficult to test your site.
Some ways to generate repeat visits to your site
Make it large enough to require more than one visit to view the entire site. But make it easy to remember what the visitor has already seen.
Change your site often. But make it easy for the visitor to figure out what was changed, and when.
Make your site a source of reference material - a list, an index, a database. Perhaps allowing the user to search it for a particular topic or item.
Make your site the authoritative source on a particular subject.
In the world of the web, every visitor is different
Remember that there are great variations in the computer platform, display setup, processor and disk speed, connection speed, and the particular browser software being used by each individual visitor to your web site. And the visitors themselves will be different, in every conceivable way.
Don't assume that every visitor to your site has the latest hardware and software, a super-speed connection to the Internet, and the eyesight and reflexes of a fifteen year old.
There will be a great variation in how your site looks to different users if you rely on fancy HTML tricks and commands.
There will be a great variation in how your site looks to different users even if you don't use fancy HTML tricks and commands.
You have to decide whether the goal of your site is to impress the "in crowd" with your technical razzle-dazzle, or to make it a site for the enjoyment of everyone. (Note: the "in crowd" is usually very small.)
Don't create a site that only a small percentage of your visitors can view properly.