The essential groundwork of any web page is the HTML code and the graphics that go into it. Beyond this, and no less equal in importance, is the content of the site.
Content includes, graphics, text, and navigation.
One of the most basic and easily avoidable mistakes in web site creation is the assumption that your target audience will like the same navigation topology you do. In fact, people vary widely in how they navigate web pages based on all sorts of demographic information, background, and technical expertise. On the other hand, you can have a great topology and still fail to reach your audience. Without some sort of engaging content, your audience will quickly lose interest. If you're building a website, it's not flashy colors, blinking text, or the use of the latest technological wizardry that makes for repeat visitors.