With creative web design, it is important to keep some goals in mind, such as increasing the number of customers or increasing sign-up or user participation. For this work you decide or depend on your company. If you do not have any clear message for your customers, they would be confused at, or might divert towards your competitors.
At the end of the day, before you spend your time, energy and money on web design, you decide what your goal is and what you want to achieve. For example, if you have a company, what do you want to sell? If you have a blog, how would you like your visitors to do?