Some objectives you can use

• Simplicity or Ease of use is one of the primary concern. Use good color scheme that express your website.
• Check this one:  http://sixrevisions.com/web_design/16-best-web-design-galleries-for-inspiration/
• This too:  http://inspiredm.com/colour-schemes/
• Compatibility: The website you have designed must be compatible with all modern browsers. It will be good to check errors in your site since it is very useful.
• Go to this:  http://www.browsera.com/
• This too:  http://browsershots.org/
• Security to user data from all types of attacks such as external attacks or internal attacks. It is a must option & cannot be neglected. An attack on your website can make bad impression on your customers making them think that security system of site is no so good.
• For e.g. Recent attacks on LinkedIn user accounts. My friend stopped using it after that because of feeling insecurity.
• Efficiency: Better page loading or response time, pages must be error less, quality of search result, the navigation performance, etc.
• Profitable: It must be profitable for both users.
• 1)Customers: Getting quality products(for e-shopping), songs(for songs website), etc. Who get profit from getting discount of being site users.
• 2)Company:  Site owner who earns from their sales(for e-shopping). Site owner gets publicity online. His company also gets attention from selling quality products.
• Marketing: For this information check this http://www.astraconsultants.com/why.htm
• This you may considered or might have additional objectives for your site too. If you have any other objective you know & is important then suggest by commenting.