Web design
You only get one chance to make your first impression
Search engine optimized web design

The design is in second plan if we compare it with the business objectives. We must design according to the objectives and secondly optimize the aesthetics of the site.
This is achieved by optimizing for keywords within your website, the structure of your website and the referral links you have.
Modern and Responsive Design
Web designs have to respect design trends to look modern. If your website hasn't been updated in the last 5 years, I'd recommend thinking about a redesign.
Fast Loading Speed
Google has emphasized the user experience. Remember, we "rent" the space and the Google search tool. We must play by their rules.
Approach Business Objectives
A website or ecommerce that looks very nice or very modern is of little use, but is not meeting business objectives, be it transactions or filling out forms.