UI will always play the most important role in a business driven website. Unfortunately on many business <B2C> to <B2B> sites the road map isn't driven properly therefore causing a huge break in communication for not only the user, consumer but the meta data of the website. 

User experience is literally the engine that drives visitors to your site and regardless of the bells and whistles you throw into your site content, if it doesn't flow properly and doesn't have value to the user experience it will drive away visitors. 

I have seen and worked on hundreds of large scale corporate driven sites where sadly the user experience was driven by marketing content that not only had no value but the placement of content itself did not use proper UI/UX methodology. 

Your site is a sales engine and is also a driving force to your brand identity and product offerings so think clearly and precisely on not only who your customer is but why they would choose your company/business over another. 

Scale back on what's popular in today's web design's and think outside of the box on what truly makes your company unique and create that story by using correct user experience and engagement value.