The interface of your website is key to useability. Jakob Nielson found only 10% of users ever scrolled beyond what is first seen on screen. This means when making your website you have to decide to scroll or not to scroll. I personally don't scroll, i am one of the 90% of people that don't so i'm gonna choose not to scroll.
The navigation tools and menu should also be clear on the page. I personally don't like using icons and logo's and prefer having words as navigation tools. www.asos.com has good navigation tools, it also subsections to make it easier for people to find what they are looking for. they are also in an obvious place and you're not left wondering "how do i get back to that?" The menu should be clear and succinct so that the page doesn't look cluttered or overloaded.
The use of pictures and pull quotes within your writing can be used as a tool as it can help keep draw the attention of the reader and keep the reader engaged. Although pictures of a high quality can take a long time to appear for some users. Its important to keep in mind that a user will only really allow 10 seconds before they lose focus. re sizing images in photoshop can help with this problem.
Link colour is also important. Many people are happy with using the blue that most used links have but nowadays you can use other blues for example to keep it more modern. Nielsen suggests to keep links used links a similar colour to the default as most people will recognise that. However you can choose whatever colour you like if you feel its clear to the user of the website and it may fit in with your design more.
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