Your website should communicate quickly and clearly to your visitors your primary messaging. This clearly communicated messaging can include your goods or services, location, hours of operation, how to purchase and customer service. Design is always important, but clear and concise content is everything. The best looking website in the world will be worth little if your viewers don't have immediate and actionable information. In fact, many studies show that you only have roughly 10 seconds to interest a new viewer of your website and then they move on to another site that gives them the information they're looking for. This is why I design all my clients websites with a clean, current look and feel that is content forward.