I'd like to think that simple things such as creativity, originality, and so forth are the main ingredients, but I'm afraid I've got to say that you REALLY need to be technically savvy for this to work.
Make sure you're up to snuff on the latest HTML5 and CSS3 techniques, and always verify you're code before going live. Another aspect of this to consider is the browser preference for your target audience.
Head over to:
They have some AMAZING tutorials, and they always explain how to make your pages degrade gracefully for the dinosaurs out there.
Using some of these tutorials, I'm about to wrap up the design of one of my newest projects: