Answer the basic questions fast
Who are you? What do you offer? Who is it for? How can someone contact you? If those answers are buried, the design is working against the business.
Mobile is not optional
Typography, spacing, buttons and forms need to work comfortably on smaller screens.
SEO starts with structure
Clear titles, readable URLs, a sitemap, original content and focused service pages help search engines understand the site.
Leave room to grow
A strong first version should make it easy to add new pages and content later without rebuilding everything.