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When designing a website there are a number of principles that you should always follow to ensure that the user finds what they need. Web design is not just about how the website looks, but how easy the site is to navigate so that the user can find what that need as easily as possible.
An important principle is to not make your users think. The site structure and navigation need to be intuitive. A user should never have to figure out your system so that they can get from point A to point B of your website.
Direct your user's attention is another important principal. Using visual elements can assist your user from getting to point A to point B. The less thinking you make the user do the better their overall experience will be when visiting your site.
Something that should always be done when designing your site is to test early and often, and to test on multiple users. As it is unsuitable for a developer to test his own code, the same applies to a designer. The designer knows how everything works and how it is built so it is always important to have independent testers to give you useful insight to any usability issues.