In general, web conventions are the way users will expect the site to work, and exist for a reason. They provide a basis for predictable user behaviour, which can be designed around for quick and easy navigation for a user-friendly website. Therefore, make sure that in general you default to web design conventions and best practices, and if you deviate from them that there is a good reason for doing so.
For example, it’s a web convention that your logo in the header of your website, e.g. in the Navbar, is a link to the homepage. If it isn't, users may become confused or frustrated that the site isn't interacting in the way they expect, and abandon the page.