Make it easy for users to navigate around your Web site.
Pay attention to a logical, consistent architecture.
A good source of information about this is:
Information Architecture for the World Wide Web,
by Louis Rosenfeld and Peter
Morville (O'Reilly Nutshell Handbook)
Present information from the user's point of view, rather than from
the
organization's point of view ("How to run a verifier" as vs
"What Our Organization Does")