What is the best way for a website to look?
Websites typically can have various designs and it really depends on who your users are , what their needs and wants are, the “WHY” are they coming to your website, and if their capabilities and web skills.
How should a Website look if if you are representing a brand?
Websites that are associated with a brand should have a distinct color scheme and or schemes and a constant logo . A example would be Radford University’s logo and color schemes are all consistent and differentiate depending on if it is formal, for sports or for their Regular brand logo for the University.
Why choose your site?
Another question you have to ask yourself is why someone should choose you over competitor sites. Things to think about would be if it is organized, well put together , distinct on your mission as far as what you expect consumers to get from your site and what pulls them in to even purchase something for you . Be creative but also simple sometimes simple is good.
Summary
So in essence to design a website for a brand it is all about consistency and representing your brand the best way possible. You also must pay attention to why a consumer would choose your site over others if it is organized, and answers their “why” in the matter of why they should choose your site or brand based on if it is appealing to them and sometimes the simpler the better.