Apart from following the guidelines mentioned above, the website designer needs to understand that due to user friendly websites characteristics, a regular user comes across many websites in a day, so to make theirs unique, they need to create an experience.
In other words, the website should be attractive enough to pull the users attention to it. Using pictures and simple concise words is way more recommended than lengthy paragraphs, which have difficult words. So, instead of going for complexity, one has to realize that clarity is always appreciated more.