I am setting up a website for a new business venture related to beauty products. I am interested to hear what people think are some important guidelines, features and must have design principles that I should consider for our new site build. I have a heavy technical background in data and some experience in web dev- not a lot, but I will understand what you are saying.
Page load speed should be under 2seconds, page urls shoud have the page names and not be random numbers etc. are examples of what I am looking for. Open to any and all suggestions really.
I am trying to establish my guiding principles for building my site before designing it.