Understated design

I'm not entirely sure understated is the word I'm looking for honestly but, I'll run with it. I'm currently coding and designing a few different websites for clients, friends and myself and that led me into thinking about web design. Every time I browse, looking for websites to publish on my gallery, I find myself impressed by what other designers and developers are doing. The are some amazing talents out there, that's for sure.

But one thing I also noticed is that these impressive designs don't push me towards the actual content. I can't remember a single time when I stopped and looked at the content of one specific site beause of the design of the site itself.

I want my websites to be understated. I want them to be invisible and possibly even boring.