This site hosts a list of questions for the web designer to think about before they get too far into making a crappy website. This is especially true for sites that really want to make money or gain a branding identity. It helps you understand in pretty plain terms why some design ideas may appeal to YOU, but have no value to a visitor and will actually make you lose customers or readers.

Link: http://www.downloadsquad.com/2007/04/20/10-rules-for-your-small-business-home-page/