The first is that it should be clear and informative. The second is that it should be beautiful, with a creative and entertaining style. I have to agree. In order to maintain the interest of the users, these two results is a must. Some pages have either one or the other.
Many home pages are one or the other.
The trick is trying to combine both. This takes time to plan out. But if you want a page to be nice, you have to work at it. The first time I entered the world of the internet was my sophomore year at the University of Hawaii. I took Information Computer Sciences 101.