I had a really interesting conversation over the weekend that got me thinking. Someone said to me: "You're a website designer — surely a website has to look amazing for people to take it seriously?"
I disagreed. And here's why.
Yes, looks matter, but not in the way you think
Of course, a website can't look terrible. If you've got a bright pink background that hurts people's eyes, they won't stick around. Poor colour choices, unreadable fonts, clashing layouts — all of these will cost you visitors. So yes, the visual side of a website matters.
But here's the thing: no one ever looked at a website and thought "that's beautiful — I'll buy from them." Not even on an artist's website. Not even on a photographer's portfolio. People don't browse the web in search of aesthetics. They're looking for answers.
Design is not art, it's communication
There's a really important distinction between art and design. A painting exists to make you feel something. A website exists to do a job. The difference between art and design is that design is functional. Design is communication.
So when I'm building a website, I'm thinking about:
- Does it download fast, or are people waiting around for a huge image to load?
- Can visitors find your phone number and contact details easily? (I hear this constantly: "I just wanted to call them but I couldn't find the number.")
- Is the typeface easy to read? Small or fancy fonts make people work too hard.
- Does the content quickly explain what you do, who you help, and why someone should choose you?
- Does it work? A broken contact form can silently cost you leads every single day.
What people are actually asking when they land on your site
When someone visits your website, they're essentially asking themselves: "Is this the person I want to work with? Is this the business I want to buy from? Has this answered my question?"
If your site doesn't answer those questions quickly and clearly, they'll go elsewhere. It's that simple.
And then there are reviews. In a competitive space, what your customers say about you is absolutely crucial. Reviews build trust in a way that no design choice ever can.
The doctor in jeans analogy
I think about this like a doctor's appointment. After years of navigating the NHS, I can tell you honestly, I don't care whether a doctor turns up in a suit or a pair of jeans. What matters is whether they listen to me and treat me well.
Your website is the same. People are waiting to hear what you have to say. How you say it, how easy it is to find, and how quickly it loads, that's what builds trust.
So what does a good website actually need?
To summarise: your website should be attractive, yes, but it doesn't need to be a work of art. It needs to be a functional, working communication machine. One that:
- Loads quickly
- Clearly explains who you are and what you do
- Makes it easy for people to contact you
- Showcases your customer reviews
- Actually works — buttons, forms, links, the lot
If your website is ticking those boxes, it's doing its job, regardless of whether it wins any design awards.
Need a hand making sure your website is working as hard as it should be? Get a free website health check at here I'll take a look and give you honest, jargon-free feedback.
