The Nielsen Norman Group recently revealed that across 33 rich countries, only 5% of the population have high computer-related abilities. This suggests that the majority of the population don't want highly technical or complicated websites! The NNG also stated
If you think something is easy, or that surely people can do this simple thing on our website, then you may very well be wrong.
So this provides some points for UX design.
The majority of users know why they're heading to your site, so make it easy for them to find what they want! You shouldn't have to do more than 2/3 clicks to find the information you're looking for. This means better navigation, simpler designs, and cleaner layouts.
Something that's been brought to my attention recently, is making sure your site is accessible to all, for example users who are colour blind or suffer from dyslexia. These cover a massive majority of users so you have to make sure your design is engineered for them as well.
Listen to Feedback
Getting user feedback for your website is always scary. What if your audience hate it? What if you get more negatives than positives?
These are good things! It means you know where you've gone wrong and where you can improve things! Never be worried about what's going to come back at you. It can only help your business in the long run. So throw your site all over social media and ask for feedback, it's your best way for honesty!