Responsive Design (all elements that fit on a desktop must be present on the screen of a smartphone, tablet, desktop size screen). It’s quickly becoming the standard, and if you don’t comply, it will negatively affect your Google ranking.
Simple Design. Your site visitors get what they need seamlessly and without complication. Yes to SIMPLE design, but say no to GENERIC templates.
Storytelling Design. Concise, compelling copy coupled with strong imagery.