Companies highly value the 'look and feel' of their websites. Not only is this less important than content and functionality but inconsiderate design can seriously impair a website's performance.
Agencies called in to design a new website or intranet are rarely briefed well. Like the architect asked to 'design me a house' they have to try and second-guess what the client likes and would be appropriate.
Competitive tenders are frequently won or lost thanks to client whims, low tender price or perhaps the persuasiveness of the agency itself.
Many clients see the home page as the overriding selling point. But site users see it quite differently.
Many clients consider that making a bold statement with the home page mut be the principal design goal. But site users see it quite differently.
Breakfast cereal manufacturers, for example, invest heavily in researching the packaging of their products because they are seen side by side with their competitors' cereal packets.
In the case of websites, people will forgive a poor home page, and are not tempted by an adjacent product. However, they will be infuriated if they don't find the content they are seeking.
Essentially the home page is the 'front door' of a website, so it is better if we can also get it right. But many will enter through other 'doors' provided by search engines and other link sources.
Taking a broad overview, design is of lesser significance then rapid navigation and useful content.
Take Amazon.co.uk's home page for example, it is designed to be functional, to encourage us to make an impulse purchase and further site exploration. It will probably not win any prizes for quality design though.
pretentious over-design
I once gave a presentation to representatives from 30 companies. Just before I proceeded to constructively criticise their websites, which I had been invited to do. I showed them dozens of website designers' own websites. The room rocked with laughter as we viewed their pretentious over-designed efforts. Happily this softened them up sufficiently so they were more comfortable about my later commentry on my audience's websites.
I wondered afterwards how some web designers ever attract any business at all.
When I judge websites for professional awards, I regularly feel sorry for companies that have been subjected to the handiwork of poor web design services. It's very difficult to advise clients on how to source the right company to help.
If you are in this situation, one solution is to find a website you like and then try and identify who created it. Another approach would be to employ a consultant to help track down a suitable supplier.
If you are relaunching an older website beware - I have regularly come across website relaunches that have delivered an inferior result to those they have just replaced. It surprises me that the client doesn't see it themselves. I suspect some may have been taken for a ride like the folk tale of 'the emperor's new clothes'.