The Web is an interactive hypermedia communications medium that your web site should reflect. Sites that involve the user and have a sense of fun or adventure will get more hits. Another advantage of interactivity is self-generating content. By allowing your visitors to interact with your site they actually create content for you. Script-driven user surveys and forums allow visitors to share information with others and can help shape your site to better serve their needs.
Users equate poor organization with poor site design.
Sun Microsystems found that users equate poor organization with poor site design in their extensive usability study of their home page. They also found that users don't want to scroll. Web pages should be at most two 8.5 x 11 pages in length. Part of having a well-organized site is providing multiple ways of easy navigation. Supply both text and graphics for buttons.