One of those most important things I learned when I did my web design and web administration qualifications back in the day was

"Form Follows Function"

It is an old design mantra that was around before the internet. In the early years of web design you basically had to hand code your website using HTML. So you needed to make sure the site was fuctonal before you looked at its form, what it was going to look like. Was your website easy to and logical to navigate around when you were looking for specific information? Now most websites are built on content management systems where people spend more time on making it look cool and it seems to me much less time on the sites functionality. It does not matter how wonderful your site looks if people get frustrated trying to navigate it to find information. It is why in the old days of web design you spent 80% of the time designing on paper and 20% actually on your computer building it. For example my site might not win an award for its beauty but it is easy to find what you are looking for.