The design of your website should not only be beautiful, but also help it meet its goals. What are people searching for when they visit your website? You should choose the design that leads users to doing what you have set as a goal.
3. User Experience
You have to create a good user experience for your website visitors to prevent them from getting frustrated and leaving your site. To ensure enough traffic to your website its design should help users interact with it. Having a responsive design also improves the user experience of those who have visited your website from a mobile or a tablet.