How many times have you visited a site that takes an eternity to download and have gone away before the first page has appeared?
That's why I believe that download time is the most important design element from the users point of view.
The second most important is that of navigation - enabling users to find the information they are looking for.
Navigation should be clear and intuitive, allowing the visitor to tell exactly where they are on the site and to go wherever they want.
They should never have to use their browser's 'back' button.
Next comes content. It should be clear from the outset what visitors will gain from visiting the site, and how your business is different from its rivals.
The site must work in ANY type of browser on ANY type of computer platform.
You will never see a label on one of my sites which reads " Best viewed with Internet Explorer 6" or "You must have Java/Flash to enter" or even
"Your browser is too old - upgrade here".
It's no use having a web site if no one can find it. My web pages are optimised so that search engines can find them, and that's all part of good design.
And finally, the site MUST be kept up to date. An out of date web site indicates a lack of attention to detail at best and a total disregard for customers at worst.
I'll make sure that your site never falls into that category.