The most important part about designing a site is the topic/target audience. You need to know what and who you are working with. If your site doesn't offer anything new or interesting to the internet, chances are it will fail. Beyond that, the objective is to make things as intuitive as possible and as user friendly as can be. As far as links are concerned, the viewer should never be wondering what they need to click to get the information they are seeking.
One thing that some designers overlook is the compatibility between web browsers. Just because the website looks great in Internet Explorer doesn't mean it will look the same in Mozilla, Netscape, Opera, or another browser. This can easily be overcome by testing the site in numerous browsers.
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