What will be the first thing that a person will be attracted to when that person first enters your site? If your site is not well organized, it will be difficult for your visitor to find what he is looking for.
Set performance goals that include success rates and the time it takes users to find specific information, or preference goals that address satisfaction and acceptance by users.
For the site to be well organized the navigation should be clean and simple. The layout should be consistent. There should be informative content which should make the first time visitor return to the site. Proper balance of graphics and content is important. Use of good colors is imperative too.
Most web sites are ever-growing, evolving collections of information and services. With so much content, so many services, and untold user tasks, who makes sense of it all?