Without content, the design of the website would just be a decoration and nothing more. The website design should be created according to the user, their understanding, their needs and the simplicity of finding the answers to their questions.
Many websites are very good in terms of their appearance, but the content of the website and the navigation is too complex for the user to understand and hence the drop rate for these kinds of websites are much higher. Websites should always enhance the user experience and not confuse them with too many instructions or complexities.
The right approach towards building a strong website design is to focus on user-friendly content, colours, themes, trends come and go, user experience. Content should always be the point of focus, whether it is a small blog or a significantly huge website. Focusing too much on current design trends, what is working for competitors and other design elements can have a negative impact and lose an actual website visitor.
The focus should mainly be on the users and how you can make their life simpler.
Define a desired flow for the website. Users should have a 3 or 5 click paths to find what they have come to your website searching. Be clear and precise with the words and content so that it is easier to understand, and visitors stay on your website for a longer period. Formulating content and then making a design or incorporating a theme is the appropriate way to have an ultimate experience.
Most website owners decide the theme and colours of the website, even before deciding what the website or blog would be for. It is more important to find a niche and frame the content around it and then, decide what website vibe you want your visitors to feel and test it with some know people before going live for the whole web.