What makes a successful Website?

A successful website meets clearly identified goals and provides compelling content that draws your audience to your site again and again. In addition it is easy to navigate and last to is attractively designed to complement the content.

When a visitor comes to your website they are making a lot of decisions very quickly. First they are trying to decide whether this website looks legitimate. Secondly, they are looking to see whether you actually do provide the product/ service that they were looking for. How long do they take to decide? Seconds. The appearance of the website is probably going to be the main key to decide whether your target audience hit the back arrow or proceed along the website. Just think of how many times you didn't go into a shop, because of its appearance from the outside.
Basically, users’ habits on the Web aren’t that different from customers’ habits in a store. Visitors glance at each new page, scan some of the text, and click on the first link that catches their interest or vaguely resembles the thing they’re looking for. In fact, there are large parts of the page they don’t even look at.
Most users search for something interesting (or useful) and clickable; as soon as some promising candidates are found, users click. If the new page doesn’t meet users’ expectations, the Back button is clicked and the search process is continued. 
Users appreciate quality and credibility. If a page provides users with high-quality content, they are willing to compromise the content with advertisements and the design of the site. This is the reason why not-that-well-designed web-sites with high-quality content gain a lot of traffic over years. Content is more important than the design which supports it. 
Users don’t read, they scan. Analyzing a web-page, users search for some fixed points or anchors which would guide them through the content of the page.
Have you ever been to a beautiful looking website from a large corporation or organization only to leave in frustration because you could not find what you are looking for ?

Your website should be easy to navigate. You should assume that your audience may not enter the site from the home page. This means that there should be no dead ends. Every page should have consistent easy to understand links back to other pages.

The easiest way to create an easy to navigate site is to take the time to plan the structure of your site before you start building it. This simply means you decide roughly what pages your site will have and how they will link together. Once you do this you can easily create a set of links between your various pages which makes everything easy to find. This is also called a sitemap.