Concentrate On The User
At all times, keep the user in mind. This was a common occurrence. The be-all and end-all of project requirements is usability. Form and flair are wonderful, but they should be examined if they impair the design's utility in any way. Because most websites are interactive in some fashion, usability and user experience must take priority above aesthetics or the project will fail (to some degree, at least).
You must also concentrate on the user in order to choose what to design in the first place. Building a decent website will be difficult if you don't know who you're developing for. Maintain a sense of intuitive interaction as you create, so that any user may explore the website with ease right away.
Make designs that are appealing to the eye, but not at the sacrifice of utility. It doesn't matter how beautiful the design is if it isn't useful and difficult to locate.
Consider the user's perspective. Form comes after function! An audience analysis is the starting point for all designs. How can you be sure they'll get it if you don't know who you're creating for? Don't undervalue your users. Design for the end user rather than the customer. At the end of the day, everyone will be satisfied.
It may be tedious, but here's a tip: form should always follow function! If the user can get what they want in the manner they desire, it's excellent design. First and first, consider the user, and then design appropriately. The user experience takes precedence above all other considerations. It's not beneficial if it can't be used.
The key to producing simple, useful designs is understanding. Understand the users, read more on their website about products and services, the design's purpose, and the company's objectives.