Design
Your design needs to be smart as well as look good. The experience that is delivered to your base should aid in getting the information they need in the best and most effective way possible. That is the goal that I strive for.
Code
Technology changes fast, and so does code. From organized HTML/CSS and JavaScript, to proper CMS integration; good code goes a long way into the success of your website. I do it right the first time to prevent issues down the road.