When thinking about web design, you must consider the full spectrum of possibilities that the internet presents. Done boldly, designers can push the limits of human interaction and imagination on a global scale - as is often seen with edgier industries, such as creative agency websites.

If there was one word to define "clean" design, it is refinement. Every individual element should look like it belongs and should benefit and complement the design as a whole. The overall design needs to be balanced to allow the information to flow and be easy to consume.

Today, many people access websites from mobile devices, rather than desktop computers or laptops. While most smartphones can display regular websites, the content is difficult to read and even harder to navigate. Therefore, many web developers now use responsive web design to provide a better web browsing experience on small screens.

If the visitor can't rely on their previous experience, they're not thinking about how innovative your site is. They're just left wondering why things aren't where it's "supposed to be." Not the best frame of mind if you want them to buy stuff.