A sense of continuity between pages is also very important. A typical site will be made up of a number of pages, many of which will stand on their own. But all these pages live within a larger network of pages that is the Web. But we typically are more egoistic than this, and want to possess the pages we create. So we seperate them from the rest of the web by their look, pull then together by shared visual elements.
Many web designers find themselves caught up in it.
But all the style in the world won't make your page interesting or important. Cute animated bullets can be pretty at first, and sleek techno-looking buttons can entice, but they are ultimately distracting. I think design can enhance, but only real content can justify a page. Of course not, they sell shoes. But they live off style.