The key to good website design is to make the site easy to navigate. At the end of the day, this is the most important aspect of your site, as if hard to find your way around, then it will leave your visitors unable to get the information they need from your site, and that in turn will mean that they don`t buy your products or services. If it frustrates them enough it may even lead them to leave and not come back. You should have various navigation options presented to you by your custom web design company, so speak with them about which form of navigation best suits your purposes.
Good website design should also reflect your company. This means you should ensure that the pictures are appropriate to both your company`s image, and the industry you work in. Images should reflect the nature of your business (for example a man and woman in a suit might suit a law firm but not so much a children`s toy shop) and your business ethos.