Users now expect a level of design sophistication from all graphic interfaces, including Web pages.
The goal is to provide for the needs of all of your potential users, adapting Web technology to their expectations, and never requiring the reader to simply conform to an interface that puts unnecessary obstacles in their paths. This is where your research on the needs and demographics of your target audience is crucial. It's impossible to design for an unknown person whose needs you don't understand. Create sample scenarios with different types of users seeking information from your site. Testing your designs and getting feedback from users is the best way to see whether your design ideas are giving users what they want from your site.