Web Design is relative: How to rate a Website's Effectiveness

I was recently asked the following question by a potential client:

"There are so many Websites, and some are better than others.  What makes one site better than another?  What are the characteristics of an outstanding website?"

That's a pretty broad question.  How does one judge if a Website advertising a new luxury car is better than an informational portal about health issues?

The answer is... you don't.  I believe the ways to judge ANY Web site's effectiveness is the following:

a) Context
Context refers to how a Web site is intended to perform based on the type of information it was intended to present.  An online advertising site should be treated much different than an informational portal, for instance.  I put this first, because this is really where you start - putting apples with apples.

b) Effectiveness
Effectiveness refers to how users are able to get to content that they need to get to and how many clicks they need to get there.  This can be measured by straight up sales, Web analytics, a reduction in 'help desk' phone calls/emails or even the viral impact of word of mouth.

c) Aesthetic appeal
While it is not the most important element of a Website (there are plenty of successful, boring sites out there), aesthetics is certainly an essential part of any interactive experience. The trick is to make the look, feel and layout of a site fit the context of the information, while offering site visitors something a little unexpected that they can't find anywhere else.

d) Technology used for good
Technology can also create an outstanding user experience, and just as easily make it unuseable.  Use it where it helps someone visualize something better or get access to information quicker or more naturally.

Now, get back to work.  There are a lot of Websites that need help still...

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Greg Kihlstrom is the Creative Director at Carousel30, a Washington DC Web Design and Development firm