Most web sites are built by technologists who do not understand marketing. Some are built by real estate people who do not understand technology. Plan your web site just like an engineer would plan a building. Layout the structure on paper before you hit cyberspace. Plan your navigation and internal links with great care.
People hate coming to a dead end and having to reverse out.
Make sure your links go to where you think they should go. Select your web master with great care. Set the ground rules. You must be in control. If you don t like something, make him change it.