My vision: create the best websites possible, from the backend and database, to the structure of the HTML and CSS (and Javascript, if needed, of course it should perform well without!) to the very words and design. I do mean every word: I like to take great care to make sure that each sentence means something and adds to the site. I view the code the same way: if something doesn't need to be there, it gets removed. If it can be made faster or smaller, it will be. Although some like to take the "quick and dirty" approach, this is TERRIBLE for a project. I don't care how big or small!
I've had webmasters tell me "this is so small, so I didn't bother writing good [CSS, HTML, PHP, etc]". And then come to find out they spend more time FIXING something than they spended on it in the first place!
This can be disastrous if it's a very big project: for example, some sites clients of mine have run. They spend some time putting up a fairly simple site, and then suddenly traffic booms... and they need to implement new features... and it becomes a mess.
Luckily I've had a lot of work with this, on BOTH ends: I know how great it is to have a good product from the beginning, and I KNOW it saved time and money. I've also "fixed" these quick-and-dirty projects and I know they spent several thousand more than they needed in the beginning, since what I had to do is basically rewrite most of the code, content and layout!
My goal is to make everyone's life easier. Yours, since you'll have a high quality site, and your users since they'll be using a high quality, easy to use product!