A business website should feel specific to the company using it. That starts with the information hierarchy, not a visual effect.
Start with the job of the page
Every page should make it clear what the visitor needs to understand and what action should follow.
Use restraint to create hierarchy
Spacing, typography, alignment and contrast usually do more useful work than extra gradients, glows or animations.
Design for maintenance
The finished website should remain manageable as content, services and priorities change.