Whether you are working on a website, mobile app or a physical product (like a better mousetrap!), incorporating personas into your design process makes it easier to keep a customer (user-centered) focus.
[updated] This is bigger than your garden-variety broken navigation. First, I conducted a Google search for “verizon cellphone plans.” The number one hit on Google took me straight to the plans page (an SEO win):
There are many (many!) reasons not to use “click here” as your hyperlink text inside the body of a piece of content. One that you probably haven’t considered is what happens when the link rots.