I don't think it's possible to come up with universally valid selection criteria. Some projects are purely design-driven, the site just needs to look great (sa

I don't think it's possible to come up with universally valid selection criteria. Some projects are purely design-driven, the site just needs to look great (say, for a fuzzy image campaign), and that's simply the job that the client needs to get done. Other projects (and I like to believe the majority of launches) are clearly business driven and the site needs to accomplish specific goals to meet strategic objectives. In that case, OPs approach makes a lot of sense.