Prefer the standard to the offbeat
Web conventions are our friends. Always favor the tried and true, and save creativity for the hard stuff: interesting content and features.
Consistency is the golden rule of interface design. Be consistent with the general conventions of the web.
Apply universal usability principles in website development. Provide a carefully designed "404" error page with helpful search and links if the user hits a broken link on our site.
Do not explain too much
Be concise, and be generous with headers, subheads, and lists, so the user can scan our content easily.