How many times do you come to a web page and are confused on what to do next? Too many links? Too few? What did the author want you to do? Where did they want you to go?
A lack of proper direction can be very frustrating, and very noticeable, while a page that has a clear purpose can feel as comfortable as old sneakers (or southern comfort food, you take your pick). Here is an interesting thought, while you might not know what the creator of the above page wanted you to do; he, the author, did not know either. It is not something that is thought about often, but it should. Proper user interface strategy with nice and visible actions is the biggest differentiator between web sites that are a joy to use and that are just a pain.
Case in point, one of my clients is a major media and entertainment company. I recently attended a discussion in which 2 VPs, 1 Director and several Managers discussed, for about 30 minutes, what color to make a particular button. Doing the math and assuming an average hourly salary of $150 in this room we see that this client has spent $900 in order to decide the color of a button. You might say that it was a waste of money. I think that it was an investment well spent. After all, this will lead to sales down the road. And in fact this type of work has already paid dividends. After all, this, mouse themed, client is solidly at the top of the industry and only keeps gaining the lead in the markets.
In summary, spend the time to think how your project will look, how your customer will experience it and how you will lead your user to complete their task.