S i m p l i c i t y.
Websites shouldn't be hard. They should be simple. I like simplicity in the projects I do for The Designs Bakery. I make sure that you can easily navigate, find information, and move on.
But in this age of information overload and more net acronyms than you can fit in a stadium, my philosophy is another simple acronym:
K.I.S.S.
Keep it simple, st*pid.