Content
The content of a website is its lifeblood: without good content, a website will be ignored. However, even good content will be passed by if it's not easy to find.
Location
Placement of content is crucial for a web page to succeed. If users are required to scroll more than a few screens to get the content they desire, the page will likely be ignored while users search for easier ways to find what they want to know.
Organization
There are two main levels of organization on websites: organization across the entire site and organization within individual pages. Pages within a website should be meaningfully titled and associated with each other in a logical manner. As for the latter, the most important content on a page should go near the top. Following that, content should follow in a hierarchy, with more important points being called out in headers with details following in paragraphs.