I have been in the business of building websites since 2003. At that time, I saw lots of transitional fast moving trends of web design and development; this always pushed me to reinvent myself among numerous technologies. I actually remember when most of the web designers were print designers converting their craft over to the web with a single graphic, applying a lot of their prior thinking and they were satisfied with their approach.
Currently the situation is different; websites are designed not only for desktop monitors but also covering multiple resolutions for smart devices such as phones and tablets. We can now begin to prioritize the hierarchy and structure of content. I am big fan of flexible, simple, and usable structure and apply this approach when planning any project. I can also use tools to convert goals into measurable outcomes. This would be the phase where we decide what provides value to the user experience and what simply fluff is.