So do yourself a favor. Visit a few of these sites. It's worth the time. Cool graphics and great layout are not the answer. Some of the sites on this list have simple layout and almost no graphics.
Good navigation is important.
But content is King. Great, unique content. Or a new concept on the web that breaks new ground. That is the surest route to the award. If the site is also well laid out and has good, fast loading graphics, all the better.