I am a member of a private seasonal campground. The best feature of the campground is that they now have better, cleaner showers, and a very nice pool. But, for quite some time, the pool area had no shade, and being a red head, (Or ginger, as we are now called) That made time at the pool very short. They have since put up a shade barrier on the pool deck, and that has made it 100 percent nicer. So, a shady camp ground is a must.
I have seen some camp grounds online that are just plopped in the middle of a field, with a sea of tents. That place will get an x on it from me. Another thing that helps is decent activities. Luckily, the camp ground I belong to has themed events every weekend during the summer. The best of which is Mardi Gras. Lot's of fun.
Another thing that is needed is shelter, in case of bad weather. Some forest camp grounds have no shelter at all, and if you are in a tent, that could lead to serios danger. I certainly wouldn't want to be in that field during a thunderstorm. Also, it should be easy to navigate, decent roads and walking paths.
I have to one state camp ground, where I was walking the trails in the woods, and got lost. Lucky, for me, it wasn't far from Lake Michigan, so I just headed toward the lake, until I found the beach. That was a long walk!!!