Body Beautiful: It's "Web Design Principles"

A beautiful web is not about aesthetics and stunning graphic design alone; a beautiful web is in fact, a project that has been carefully thought out and designed with USABILITY and CONVERSION as its main goals; its usability which determines whether or not a site-visitor is going to, at first glance, stick around, explore and interact with your site in some way or become a customer (often the main reason for the site's existence)