The layout. A website with a sloppy layout is difficult to look at and makes me immediately want to close the page. A website that is neat and organized makes me think the site is serious and not something that is going to waste my time.
Accessibility of the site. Is it easy for me to navigate? Does it play instantly horrible music?
If the layout is horrible (first impression) I won’t go back.
Latest site I fell in love with. Bing.com it’s very web 2.0. Provides useful information and narrows down my searches. And has easy aces to a lot of information. Microsoft did a good job with that one.
Professionalism, in all its many guises. Is the design clean? Is navigation user friendly? Is everything spelled properly? Is correct grammar used? Things that can send me screaming into the night: Obnoxious animation or noises, too much crammed into too little space, too many ads.
Navigation. Need to be clear. I dont have problem with ads if website have good navigation. Design is good but its not important to me because im looking for input and not fancy sh*t