We live in a technologically-exciting world. Even brand new webmasters today can make use of easy to master web design tools that add functionality only a web programmer could have dreamed of just a couple of years ago.
So, what is the answer? Most successful agent webmasters today--that is webmasters who have visitors coming back over and over to their site and who are dark web sites making money and/or getting some other desired response--will tell you that the answer is clean and simple web design. Usability is the key.
Great website designs focus on 3 basic values: simplicity, clarity, and speed. In other words, you need a site that is visually appealing, but at the same time downloads quickly and is easy to navigate.