Pretty websites
...are rarely websites that convert as well as unpretty ones.
If the goal of your site is to position you, tell a story, establish your good taste and make it clear what sort of organization you are, then pretty might be the way to go. And you can measure the effectiveness of the site by how it impresses those you seek to impress, by its long-term impact.
But it's a mistake to also expect your pretty website to generate cash, to have the maximum percentage of clicks, to have the most efficient possible funnel of attention to action.
There's always been a conflict between the long-term benefits of beauty in commerce (in architecture, in advertising, in transactions) and the short-term brutality of measurement and direct response.
It's worth noting that conflict in advance, as opposed to vainly wishing you could have both optimized. You can't. The smart marketer will measure how much direct response it's costing to be beautiful, or how much storytelling is being sacrificed to be clicked on. Not both.
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