• Who is my audience?
• What information do I want to make available to them?
• For what purpose?

Once you've established this information, you can turn your attention to the design of the page. A well-designed web page is the result of weaving together principles from graphic design (the look of the page) and interface design (the usability of the page).

balance
Arrange the parts of your page to create stability. Balance does not necessarily imply symmetry.

contrast
Provide emphasis on the sections of the page which are most important. This can be achieved through manipulating text (font, size, bold, etc.), or elements of design (see below).

elements of design
Use the six elements of design - space, line, value, color, shape, and texture in harmonious ways to help convey content.

simplicity
Resist the urge to use numerous fonts or elements of design to deliver your information. In most cases, this only increases the complexity of your design and the confusion of the user.

accessibility
Make your pages available to all users by keeping your file sizes low and your text legible. Also, put "alt" tags for images in your HTML code, and text links throughout your pages.

clarity
Provide ways to get around your site that are easy for your users to understand.

consistency
Use the same elements of design and navigation on all pages. Also, try to use conventions that are found across the web.

hierarchy
Arrange the information in ways that give users clues about what information is the most significant. In general, web audiences scan a page first, and then read what is important to them. Use headings, lists, and outlines.