Keep it simple (stupid). A rule that counts for every aspect of live. And certainly for the web.
A webpage must communicate your message. That is more important than all the bells and whistles. And that message must be clear - hasty surfers like we are.
So a page that loads quickly and is intuitive for the visitor.
That does not mean that we throw all popular technology overboard. Where she adds something she is Kiss.
Simple means nothing else than to be effective.