Every page must lead to wherever the visitor wants to go. Are navigation bars and links consistent in appearance and location across the entire site. Can a visitor tell at a glance that they are still on your site by the color scheme and the look and location of navigation bars. Does your site honor the research findings indicating that text is the king on the net today. The Poynter Institute eye tracking studies in news oriented sites clearly indicate that visitors see text sooner and more often than graphics.
Few visitors read all of the copy.
One of the best guides available today is Make Your Words Sell , by veteran copywriters Joe Robson and Ken Evoy. Make it hard to read text with a strong low contrast background color and visitors won't read it. Faster bandwidth availability is growing rapidly, but user adoption of these technologies isn't keeping pace. A large portion of the market is still using less than optimal equipment and software. Some sites sell stuff that has to be seen to be appreciated and purchased.