Clearly you need to know how to design, and use good techniques, css etc etc.
But focus on your CUSTOMER - what does your customer really want? Chances are they will not be able to tell you, you have to talk to them, and LISTEN, to get the spirit of what they really want. You could show them examples [even by other people], get their reactions to different styles, to ways of working.
Keep it SIMPLE, easy to change and update.