USER INTERFACE DESIGN
Moving toward our modern future of personal screen and pocket devices it's important the recognise the avenues in aesthetics these technological advancements provide. Fortunately the canvas provided by iOS and Android devices are both new and challenging.
The use of space, flow and design schemes are what will make you're application appealing. An idea is practically nothing if it doesn't cognitively work, flow with sense and generally look appealing.
Websites these days are like an interactive business card. Visitors don't tend to stay too long so the usual approach is making sure the home or 'landing' page is engaging enough to have the visitor start exploring.
Using current bootstrap and scroll style wireframes and templates there really isn't a website that can't be worked to something, clean, simple, efficient and secure.