Good website design is not about how fancy-schmancy your website looks.
It should be about how it makes a visitor feel.
Figure out who your ideal customer is. Are they primarily men or women?
In their 20’s, 30’s, 40’s, 50’s?
Do they like the outdoors?
Write your content to that reader, as if it were a one-on-one conversation.
Appeal to emotion.
Design for story-telling.