If I'm understanding your setup correctly, you're not using frames. If you want to do this as you describe, I suggest you have your links in a left frame and your "cell" in a right frame. As a tip, these days nobody uses
visible frame borders so avoid that while still using frames to accomplish the link targets.
sample
more on frames
I believe you can also accomplish this via
javascript if you choose not to do frames (which I believe is the easier way).
The most involved/advanced way is to have an .html document for each link. Each .html document would have the same menu on the left with different content on the right (heavy use of tables). This is also often accomplished via "includes". Some people just really dislike frames.