The ‘look and feel’ of your site’s branding should be relevant to your company USP (Unique Selling Point).
It’s easy to get carried away looking for a layout which you may find cool, but in reality you have to use one which is appropriate for the target visitors. A foundation concept of successful marketing psychology is that ‘people buy from people who are similar to themselves’ – if you know there’s a rich seam of profitable business from companies’ XY and Z, you’ll need to reflect their brand style/personality.
The other approach, is to keep true to your personality, (and aesthetic preference) then see which customers gravitate to it. This is the most sustainable approach because you won’t have to think/try so hard when creating content and communicating. BUT it’s more expensive to get new business this way, you’ll need to do more advertising and convince visitors you’re the right match for them.