For me, apart from the outdated look, the Openwrt website does not seem very user friendly.
The front page is way to information heavy. Look at the text:
"The OpenWrt Project is a Linux operating system targeting embedded devices. Instead of trying to create a single, static firmware, OpenWrt provides a fully writable filesystem with package management. This frees you from the application selection and configuration provided by the vendor and allows you to customize the device through the use of packages to suit any application. For developers, OpenWrt is the framework to build an application without having to build a complete firmware around it; for users this means the ability for full customization, to use the device in ways never envisioned."
Now if I'm not a technical user, I might get through this long read (though I probably won't) and still not know, that Openwrt is software I can use to improve my router, because I don't know it qualifies as a "embedded device".
Simply putting a picture of a router or similar near the text will make sure everyone has a clear understanding of the context to begin with, and likewise putting a download icon next to "Download Firmware" will make my eyes jump there instantly, skipping the intro, if I already now what Openwrt is and I am just looking for the latest release.
Similarly the "Documentation" page seems very weighed down. In my view it should be split in to a two front page visible sections: "Quick Start Guide" with a step-by-step approach that a typical user might encounter for first use of Openwrt (can contain links for further reading or detailed instructions for individual steps), instead of the ramdom list of tutorials, that is shown now.
Another section could be "further documentation/for developers" with the remaining guides, and even those could have their categories optimized and "iconized" to make individual guides easier to locate.
The old LEDE website is still browsable on The Wayback Machine, and it did seem a little easier to navigate. Notice they actually did use a graphic here to illustrate the re-merger, which might be very interesting from a developers view, but not very relevant for a user that cares more about functionality than naming or development.
Now if the Openwrt logo instead was an image of a router, and the box read "LEDE Linux" instead of just LEDE, the graphic might actually have helped the same user to understand, that this site showed a way to put Linux software onto a router
EDIT: Lol, forgot the link