There are lots of factors that are used to rate an existing or newly launched sites. Factors mobile compatibility, theme, navigation, SEO, Contents etc. What are those things that you look out for in a site?
The content is very important. The only way to connect better with your readers is to create an interesting content. After that, a great balance of user experience and user interface would be very appealing.
I just first look at what you can do with the site. That's the prime objective. After that how simple is the navigation. Because you want to see things around. Also the search field is another thing that needs to be there. I try to avoid the site that makes use of the parallax effect. It kind of gets on me when parallax pages are there.
If I go to the site's homepage on my own (due to a referral or link from another site), then I try to quickly ascertain the mission or purpose of the site. If I can't figure out the purpose of the site in the first 3 seconds, then it's already a markdown.
If I got to a site via a Google search inquiry (which is rare nowadays, since Google doesn't prioritize UGC), then I'm looking for the solution to my problem. That's it. I could care less about navigation, ease of use, design, aesthetics, navigation.