Substance

Substance is the key. Skin needs flesh and bones to fill out its essence. Without killer content the web is a dead zone. Lots prefer style over substance but superficial fails miserably in the harsh light. Nonetheless the User Interface better be striking. The user should be sufficiently engaged by your Frontend that they are willing to stay awhile to discover even more awesomeness. If they do stay then you better be ready to sell the rest of the drama. Reel them in completely with the audacity of creators.