Web Design gets more and more sophisticated, but what doesn't change are the basic principles. A website should be easily navigated, giving the user a good experience (Also known as UX) meaning you shouldn't have to search for anything, the site should be intuitive and well thought out.
This is where experience like mine is so integral to good web development. I have worked with small companies, and focusing on their UX and SEO (Search Engine Optimization) I have gotten their site ranked higher than large corporate sites in the same industry. I've also worked with large companies and built their traffic up literally thousands of percentages.