If I had to pick just one, it would be substance. When I refer to style, I am limiting the definition to items such as logo, name and title, public relations, advertising. While these and more are all important factors in creating a look and feel for your online visitors, they are all clearly secondary to substance.
So what do we mean when we speak of substance? Substance, in its essence, refers to those elements that create a lasting impression, a unique and lasting “user experience.” In the real world of bricks and mortar, we can all quickly name scores of successful brands. They all have one thing in common … a distinctive and easily recognizable customer experience that is repeatable interaction after interaction, transaction after transaction.