Re:Morton's: Hints on Cooking a Good Steak
A tip I learned from Mario Batali: Cook a steak for about 65% of its total time on the first side - 35% on the second side - turn it once sideways 90degrees after just a few minutes - do not turn it over until 65% of the time has elapsed. The first side, he calls the presentation side- the side you will serve showing to the diners. That presentation side will have great grill marks and look great, and it will taste great if you dont over-cook it.
One other thing I have learned from experience: If you want to grill a boneless steak (bone-in steaks always taste better to me) always tie it up, ( string around the circumference) so it wont shrink into a thin flabby mess.