Important characteristics to consider when designing your website include:
Design elements that are related to your logo and brand identity. The shapes of elements on your website and the color scheme should be evocative of your brand identity.
Consistent, easy-to-use navigation systems that enable your website visitors to find the information they need quickly.
Making the site and navigation expandable—easy to add on to, so that your website can grow with your business.
Preparing the images properly for use on the web, to make them clear and quick-loading.
Code the site using style sheets and templates so that updating, revising and expanding your site is as easy as possible.

Cross-platform and cross-browser compatibility—so that everyone will be able to access your site, regardless of the type of computer they use.