Most small website owners rely almost entirely on themselves or their web developer to create a good website design without them actually knowing what good web design is. Based on my 8 years experience in website design and optimization for visitors and search engines, I can say with a good deal of assurance, many web developers do not know what good web design is either.
My views are based on the detailed evaluation of hundreds of websites which in many cases look good on the surface to the untrained eye, but when evaluated more closely, are either average to poorly designed websites, bad websites, or just simply suck.
After all, anyone can call themselves a website designer after just creating one website, either their own or for a friend or relative. Most website designers are self-taught and have no qualifications of any kind that relate to the job. I'm not saying there is anything wrong with being self-taught, but a lot depends on where and from what you learn and what length of apprenticeship you serve in web design.
Bestwebgallery.com a showcase website typical of many showcase sites for good website designs has defined what quality design is to them (according to the statement on their site):
Quality web design = Visual + Technical + Creativity.
The problem with a definition like this is it focuses on the creative and visual aspects of design which is really only of interest to other website designers aspiring to create something that pushes the boundaries even further in the same direction. It also completely ignores whenever the website is fit for the purpose for which it should have been designed. Most websites do not need to be stunningly beautiful to serve a purpose and they do not need to be "technical" either.
Many web developers think they have to be "creative" and set out to design a website never seen before, or one that behaves in an entirely new and original way. This often leads to an overly graphical and sometimes technically complex website design with an unconventional layout and navigation, that actually creates more problems than it solves.
All these "quality web design" features may impress another designer, but it generally wins no prizes or favors from the public website visitors who generally do not come to a website to admire the design. Many web developers seem intent on re-inventing the wheel instead of observing the established design conventions that visitors to a website are familiar with. They also seem to have forgotten the basic KISS rule of design which is Keep It Simple Stupid.
So, having said quality or good website design is not about Visual, Technical or Creativity just what should it be?
Good Web Design = Satisfying Visitors
There are two distinct groups of visitors to a website that a good website design needs to satisfy and they are people and search engines. Some website designers will appeal that designing a website for the search engines is not necessary, or a waste of time. Although I prefer to design websites with search engines in mind, I do not have a problem if other web designers do not, providing them with an alternative plan.
If a web designer does not design for the search engines, then they need to have an alternative plan to get traffic to the website and they should explain this plan to the site owner. There is no point in designing the greatest website ever, if there are no means for attracting visitors to the site.
A good web design also needs to satisfy the people who visit the site. If a web designer creates a website that attracts visitors through search engine optimization (SEO) or other methods, this will be wasted if the site fails to satisfy enough of those visitors when they arrive.
By satisfying visitors, I mean providing visitors with the information, products or services that they came to the website looking for and doing it in way that is satisfying to the visitor. If the website is meant to sell products and / or services the design should also be designed to convert enough visitors into sales or leads to satisfy the site owner.
If it does not do all this then it's NOT good website design!
When deciding what is, or is not good web design, I use two checklists. One checklist is for evaluating a web page and the other checklist is for evaluating the whole website. The web page evaluation checklist examines over 150 aspects of good page design and the website checklist examines over 120 aspects of good website design.