People have better things to do than hunt through a website. The last thing a visitor wants is to get slowed down by stuff that doesn't help them do what they came to do.
Design trends come and go. Some sites go heavy on color and effects. Others go sparse. Either way, people expect to find what they need quickly.
People scan. They don't read every word. They're looking for answers, not decoration. When the page is organized, they can tell what's what and keep moving.
So what does that mean for your business?
It means the content should be clear, direct, and easy to move through. That doesn't mean stripping out personality or making a blank page. It means the layout should help, not get in the way.
Cut the extra. When people can move through a site easily, they're more likely to stay, trust you, and do the thing you wanted them to do.