The real key is content. Before any site is created, its designer should have something to say. The web site should not restate what other web sites have said, and should not attempt to create the ultimate navigational tool for web visitors. A page of only links adds to the clutter and chaos of the web. There are plenty of great search engines out there, like Yahoo and Alta Vista that already provide an adequate assortment of links.
Some people have too many things to say.
They are excited about the opportunity to make a web page, but they do not know why they want to make one or what they want to accomplish by doing so. Many small business pages also include hobbies and facts about their employees. Although personal information can be interesting, it does not belong on a business web site. It is unprofessional. Personal web sites can also run into the difficulty of mixed motifs.