Security is the most critical feature of your website. Nothing can drive a visitor away from your website quicker or more permanently than a security breach. However, good security practices can go a long way to keeping your website safe.
Your website's reliability is taken for granted. Few things can frustrate a visitor more than to go to your website and find it unavailable. Being there when they need you to be will strengthen a visitor's confidence and trust in your website.
Your website will be so easy to use that visitors do not even notice. They are not surprised or confused by not knowing what to do next. They will not be disappointed. The design of your website will feel logical and natural to a visitor.