This little book by Strunk and White gives a lot of good advice about writing in particular, but also about style in general. It's short and to the point, but useful in the design of web pages or any other medium of textual information. The typical set of pages now has large, showy graphics on the home page, with minor graphics on the following pages. In some cases repeated elements are used throughout the pages such as a set of bullets at the bottom that take you to a set of pre-defined locations. Graphics that add information to the text should be strategically placed so as to provide it in the right place.
Thumbnail images are useful to show an idea of an image, with a link to the bigger version provided.
Number of links in a paragraph I have seen some paragraphs where there is a link on every other word. First the color change is annoying and second, one has a tendency to follow the link and get distracted from the initial intent of the paragraph - particularly if the link is off to some other site full of lots of neat stuff on its own. Better to reserve those links for beneath the paragraph unless they add clarity to what is being said. This might mean a single icon designating a link to the home page is present on all pages, or it might mean that the same colors and graphical style are used on all buttons and bars that appear on the various pages. Since linking off to other sites is so easy and so common, carrying the design through the pages will make a user aware of your site in a much broader context.