What makes a good web design?

If we were to make a list, here’s what should be on it:

1. Good web design means good usability. Users need to be able to find their way around your site with ease. All information should be accessible within 2-3 clicks from the front page.

2. It has to be pleasant to the eye. Creativity and art should show in the website, no matter how serious its topic may be.

3. It has to surprise the user in a positive way.

4. It has to lead the visitor towards the selling page (or the page which is your objective to bring your customer to read).

What else? Can you add some more elements?

Hey, I almost forgot: the site should be relevant for its main topic and keywords, so users can find it in Google, Bing, Yahoo or whatever other search engines.