Suspension
The leaf spring system has been around a long time but is considered by many to be too rough for serious off-roading!
To get a softer ride on those rough roads you need proper suspension. Preferably all tires should touch the ground at all times to provide the necessary traction.
The coil spring, provides a good solution. The coil spring suspension provides the tire the least restricted travel, specially in the down direction. The biggest drawback to the coil spring is that loading capacity is generally lower than leaf spring systems. Progressive coil springs can sometimes be a partial solution to that...
...but to get the absolutely best suspension, head for air springs. With air springs you can adjust the air pressure of each air bag when carrying various load levels. Air spring systems can easily be installed in stead of coil springs.
The front suspension is mostly carrying constant weight and it is also more subject to environmental elements. That could be a problem for the air springs.
My recommendation is therefore:
However, keep in mind that the choice of suspension dictates the use of shock absorbers. They must among other things allow for the extended travel.