Sakonnet Professional Web Services

Content & clarity of purpose - Your purpose should be obvious and self-explanatory.
Targeting your main audience.
Use of intuitive navigation principles - Web sites should be built intuitively, so that the user knows exactly where they are, and how to get back to where they were.
Graphics Design principles - effective use of whitespace, images and accompanying content showing up in the proper places; but, usability, not the visual design, determines the success or failure of a Web Site.
Consistency - Users should always know that they are still on your site. If they will be led offsite, they need to be advised.
Bells & Whistles - Judiciously if at all.