Purpose. It consistently conveys your message to a potential customer. It supports your business goals and objectives.

Professional. Appearance includes attractive colors & graphic design but more inportantly, it includes the logical placement and accuracy of information.

Found by qualified visitors. "Qualified" visitors are pre-disposed to do business with you. A good site uses good Search Engine practices to show up in major search engine queries.

Current. Visitors want current, accurate information.

Focused.  Visitors can easily find the important "stuff" to find answers to their questions.