Web Design: Practical First, Beautiful Second
Your web design must be both appealing and practical. You shouldn’t prioritize appearance in design, rather the main objective should be improving the performance.
In web design, color picking must be logical. For example, I use the color gold as the one in California's flag because the corresponding business will be operating in the California area and people of that state will get the concept of golden color.
The site color picking must be determined first based on type of activity and next according to type of audience.
Provide a suitable user interface (UI). Items such as color, page appearance, and anything related to the site's visual attraction are called user interface.
Before selecting colors and appearance of webpages, you need to think about the page layout which includes items such as where to put the navigation menu and if it's better for the user to put the menu on the left or right side of the page.
The order of setting options and whatever else that form a better experience for the user is called user experience (UX) of a site. It's better to work with an experienced web designer, so he/she can design and implement suitable UI and UX for you.