More traffic is great, but is it relevant traffic? More relevant traffic is great, but does it convert? There are a lot of ways to waste time and money delivering results that don't matter. I prefer to identify and improve relevant traffic that converts and results in greater revenue.
Why just have a website, when you can have a GOOD looking website? Good looking websites can attract your user base, however I also like to study user behavior, and identify areas to improve site appearance that will also improve user engagement metrics.
One of the most overlooked, yet most important aspects of a successful and highly converting site is a fast and seamless user experience. I like to pay attention to fine details, identifying areas of improvement to make your site light and fast.