Don't Make Me Think
There are 5 important things when creating a website to keep in mind: creating a visual hierarchy, taking advantage of conventions, breaking the page up into clearly defined areas, make clickable things obvious, and minimize noise. Each thing had their own sub thoughts like sticking to conventions of webpages and people are used to certain looks so stick with that if you can. It also doesn't matter how many clicks viewers has to make to get to where they want, its how much thought should be put into finding those clicks. The structure of the webpage is also important because the user will spend as much time on the lower level pages as they do at the top so as a designer, we have to think about every aspect of the webpage for it to work as we please.