I borrowed section headings from those kindly and terse gentlemen mentioned above for they have laid a foundation for dictating elements of style with which I could not argue. The following list should give definition to the steps that one must take in designing a web. The following questions should be taken in order to allow for the natural flow of the design process of your pages. They might entertain, sell, inform, or report. Each of these should help dictate your design process.
Entertainment implies glitz and glamour - pizzazz.
Entertainment pages would be much differently designed from pages that are for reporting of information. Once you've determined your goals for you pages it should be easy to decide what type of design, what level of quality and how much you're willing to spend on the project. Decisions based on audience will affect many aspects of the design as well. Things to take into account here include whether the reader is an existing client or someone who's never heard of your organization. Also consider age, activity level, professionalism, and common interests among the majority of your perceived readers.