A lot of business owners just want their website to look good and make their business look good. That is a great goal to have, but the main objective should be to put yourself in your customers shoes and ask yourself "what are the top 3 things my customers are coming to my website for?" and then designing the website around those three things to make it as easy for them as possible. In return you will have far higher conversions compared to having just a beautiful website that makes it hard for customers to find what they need.