Do “Ugly” Websites Actually Convert Better? The Truth About Aesthetics and Sales

Imagine this: You land on a website that looks like it hasn’t been updated since 2003. It’s text-heavy, has a clunky layout, and features questionable colour choices. Your design instincts scream “Nope!” And yet… It's selling like hotcakes.

It’s not a glitch in the matrix. There’s a growing argument in the marketing world that ugly websites, those that break every aesthetic rule, can sometimes convert better than their sleek, modern counterparts. But is that really the case?

Let’s unpack this contrarian take and explore what it means for your business’s online presence.

‍

The Case for “Ugly” Design That Sells

In a recent article on WebdesignerDepot, the author made a bold claim: some “ugly” websites outperform beautiful ones in terms of sales and conversions.

The reasoning? These websites often:

• Focus solely on functionality and clarity
  
  
• Avoid unnecessary bells and whistles
  
  
• Look more authentic or grassroots, appealing to specific audiences
  
  
• Make it easier for users to take action (buy, sign up, etc.)
  
  

Think of sites like Craigslist or early Amazon. They’re plain, even clunky, but extremely effective. Visitors aren’t distracted by animations or trendy design flourishes. Everything points to a single goal: conversion.

‍

Why This Works (Sometimes)

1. Clarity Beats Beauty
   A clear, focused message paired with simple navigation often trumps artistic design. If users can find what they’re looking for without confusion, they’re more likely to convert.
   
   
2. Perceived Authenticity
   “Rough” design can feel honest or down-to-earth. For some niches (e.g. hobby sites, DIY brands, or local coaching services), that rawness builds trust.
   
   
3. Speed and Simplicity
   Minimalist websites, sometimes even downright unattractive, often load faster, and avoid “design for design’s sake.” These are all conversion-boosting qualities. 

If you're curious how simplicity leads to better performance, our guide on minimalism in modern websites explores why clean design still wins. 

‍

‍

But Hold On… Beauty Still Matters

Let’s not throw out good design altogether.

Aesthetics play a huge role in:

• Building trust and authority
  
  
• Communicating brand identity
  
  
• Creating emotional connection
  
  
• Reducing bounce rate by making a strong first impression
  
  

Beautiful design combined with great UX (user experience) creates memorable digital journeys that drive not just sales, but loyalty and brand recognition.

Take Dropbox or Airbnb, for example. Their clean, attractive interfaces feel effortless to use. These brands invested in design, and it paid off. 

If you're aiming to refine how users move through your site, these UX design best practices can help you create smoother, more conversion-focused experiences.

‍

So… Should You Make Your Website Ugly to Sell More?

Not exactly.

The takeaway isn’t that ugly = good. It’s that form should follow function. If your beautiful design is getting in the way of usability, you’ve got a problem.

Instead of chasing trends or obsessing over visuals, focus on this question:

“Does my design help people take action, or get in the way?”

‍

‍

5 Practical Takeaways for Building a High-Converting Website

1. Prioritise Clarity Over Creativity
   Make your message painfully clear: what are you offering, why it matters, and what people should do next?
   
   
2. Design With Conversion in Mind
   Every element, including buttons, headlines, and colours, should drive towards your goal: a purchase, sign-up, or booking.
   
   
3. Simplify Your Layout
   Reduce friction. Avoid overwhelming your users with too many options or fancy animations.
   
   
4. Test, Don’t Assume
   Run A/B tests. Sometimes your “ugly” variant might surprise you by outperforming the polished one.
   
   
5. Balance Function With Form
   Use clean, modern visuals that serve a purpose. A beautiful design that confuses users is just decoration.
   
   

‍

Final Thoughts: Beauty Is a Tool, Not the Goal

Ugly websites don’t always win. But what they often do better than “pretty” ones is focus. They remove distractions and push users towards taking action.

The best-performing websites don’t sacrifice design. They make intentional choices that align with their goals.

So the next time you’re obsessing over your colour palette or debating a hero image, ask yourself:
“Is this helping or hurting my conversion rate?”

If you’re not sure, test it.

Want a second opinion on your current site?

Let’s review your homepage and suggest conversion-boosting tweaks, completely free. You can also browse more of our blogs for insights you can put to work right away.

Want proof it works?

See our case studies and client reviews to learn how we’ve helped businesses turn underperforming sites into high-converting ones.