Visual polish matters, but it cannot rescue a website whose structure makes people work too hard.
Define what each page should accomplish, create a clear navigation system, and arrange content around real visitor questions. Headings should form a meaningful hierarchy, not simply act as large text.
In WordPress, decide which information belongs on pages, which belongs in posts, and which needs a dedicated content type. Use reusable templates where multiple entries share the same shape.
After the structure works, refine typography, visual rhythm, interactions, and motion. Those details should support the content, not hide it.
An effective website is easier to navigate, maintain, and improve when its underlying information architecture is sound.