A wise man once said, "Good Design Does Not Happen By Accident".

He was right.  This is what any website will need, from a design perspective:

• Superior creative talent
• Intense User Experience Design / Wireframing process
• A deep understanding of the client's organization, personality, and preferences
• A willingness to 'borrow' great ideas from other website designs, and discard bad ideas
• A COMPREHENSIVE DESIGN PROCESS for going through options and revisions
• Sympathetic understand for clients who need assistance in creative areas