In a world with hundreds of sites all the same that sell you similar services, being original is the secret to getting noticed.
Design is much more than just the layout of a website. Nowadays it is everything to stand out.
A balance must be found between originality, effective communication and professionalism. A website must talk even before reading its contents. Design conveys emotions. It is a tool to tell the visitor “you are in the right place, this is what you were looking for”.
There are dozens of exams in universities that deal with web design and communication psychology.
Remember one thing: 80% of online purchases are not rational, but emotional! Most people choose a product, a service or a company not for what is written on the website, but for the visual and emotional messages it transmits.