a standard situation
The website is a one-way communication channel.
Unlike ideas, a website has its limits
You can try to set the mood with colors, text, images, videos structure, but you would still be presenting, not conversing. What is more, communicating with clients gives you hints as to their present mood, need, and sometimes origin of interest. Studies show people behave differently even when communicating online vs. in person. If that difference is not tiny, imagine the difference between a customer entering your shop and entering your website. So, don't focus too much on being a warm and welcoming host online.
Focus on being a structured and informative one. Set the stage for a fast, and easy-to-use website environment. When that is done, you could also add your personal touch to reinforce the values of your brand, and the appreciation you have for your clients.
The Website - a door, corridor or an office?
The website's design should serve its intended goal. Create a quick, simple path from visitor entry to checkout page if it's for sales. Focus on offering a variety of justifications and ways to connect if the goal is to make contact. If it's for branding considerations, pay attention to how your website feels. All of this, of course, does not imply that, if one activity is the desired result for your organization, you should completely ignore other potential outcomes resulting from website visitor behaviors.
Consider your website as a client's trip to a desired goal, and view all of the pieces as either primary or secondary components of that journey. Consider whether each ingredient is situated at the appropriate point in the journey. Does it benefit the customer, help with a decision, or is it merely a way to shift attention? Again, it is a one-way street and, unlike in a conversation, you have a limited amount of time to introduce yourself, your service or product, and the factors influencing the decision.
As simple as it gets
When we can only utilize one word, we write sentences. People anticipate it. Furthermore, they would rather have a single word or an image serve as their guide than have to read a whole page. So, keep things straightforward. Replace text links with icons or graphics whenever available. Don't provide your products and services lengthy descriptions.
There is no one definitive resource to use when creating a vision for the future of a website. There are good practices and ways to execute them online. Thinking about your own company makes it difficult to be objective, so consider the websites you frequent. It is much simpler to criticize other people's work when we have no stake in how it turns out. The point is that, even if the line of company is different from your own, the list of improvements for other websites you visit would frequently be built out of factors to consider for your own online presence.
So, be objective. Pose inquiries to yourself. What should that website contain, in my opinion? Is this information required, or not? Is the navigation pleasant? How about the hues? Compare your inquiries and responses to the concepts for your website. Your opinion counts. The website's developer cares about it, but more importantly, your clients and partners care about it the most because they are the ones who would genuinely value an appealing and successful website presence.