“Can’t you just…make it look nice?”
Ah no. If you think that aesthetic websites = strategy, we hate to tell you it doesn’t!
Good-looking websites might appeal to the naked eye but do they provide substantial results?
Just because a website has a pretty face doesn’t mean it is high-performing. It may create attention, but it doesn’t generate leads, build trust or create a strong brand identity.
Pretty Websites Can Still Fail
A common myth is that a good design automatically gives you good results.
But are users coming to your website to admire them? No!
They are visiting to solve a problem or find information. A website’s job isn’t to just exist beautifully. It’s to communicate clearly, guide users and yes, make money.
Sure, aesthetics matter; it signals professionalism and trustworthiness. But “nice” alone doesn’t tell users what you actually do, stop a customer from leaving in seconds, boost your search engine rankings or make your brand meaningful.
Why Aesthetics Alone Don’t Make the Cut?
Here’s the truth: looking nice is the bare minimum. You know – modern layouts, readable typography and colours that are easy to gaze over. But no one’s celebrating that anymore. In a competitive digital landscape, tables have now turned and website design is all about performing!
So to answer your question, yes website strategy is more than just a pretty face. It’s about being informative, communicating your brand, solving real problems and engaging the user.
And if you don’t believe us, check out this article on Why Beautiful Websites Fail (And How to Design for Success)
So How Do You Turn Your Design into Strategy?
Anyone can make a website look pretty. But not everyone can make it perform. And the difference is your website strategy:
- Audience-Focused Design – design based on who you’re talking to.
- Clear Messaging – users should know what you do, who you are and what you are offering.
- Conversion Paths – each page should have a goal and clear call to action.
- Brand Cohesion – typography, colours and visuals should reflect your brand identity, whilst being usable.
- Performance Monitoring – your website isn’t a set and forget. You have to monitor, test, update and improve!
For a deeper dive into developing your website strategy, check out Clinton Joy’s expert tips on the 12 best website design practices.
The Takeaway
So if you’re of the mindset to “just make it look nice”, that is not a website strategy.
A high performing website is built to be found, understood and trusted, not just admired. When your website design is guided by your audience, has clear messaging and intentional conversion paths, that is when the real magic happens.
Ready to build on your website design? Let’s talk and make something that really performs (whilst still looking pretty, of course).
For more check out our blog post on What to Consider When Creating Your Website: The Ultimate Guide for Website Creation.
