You'll know from browsing web sites that you really don’t want to have to think about it.  A web page or site should be self-evident and intuitive.  What you do want to focus on is the content or finding the information that you are looking for; you don't want to have to think about whether to click on something or which one of two links will lead you to the right place. 

Likewise, in designing or building a web site you're aiming for this kind of thought process when your users are browsing:

Scan, scan, yep this is the right place, scan, scan, scan, click, scan, scan, scan, yep this looks good, click, scan, scan, scan, click, aha!  This is for me!

What you don’t want is:

Scan, scan, is this the right place?  Hmmmm....I dunno.  Scan, scan, can I click here?  Click, scan, scan, scan, hmmm shall I click here or here?  I’ll try this one click, scan, scan.  Nope, humph.  Back, back, scan, scan, sigh, why is that there?  What does that mean?  Click, hmm…scan, scan.  I'm not sure.  I'll try somewhere else.

40% of users that have a bad usability experience the first time they try to use a site will abandon the site permanently.  Remember, it’s a low trust environment.  All those extra milliseconds of thought will be frustrating so you don't want people browsing your web site to have to think about it.  So…don't make them think!

• Make sure that links should look like links and are underlined and coloured (SiteBuilder will do this for you).
  
• Consider your terminology.  Don’t use acronyms or words that aren’t widely understood.
• Don't have two links on your page with different link text but which point to the same page. 
• If in doubt keep it simple.