It is not fancy, it is not exactly beautiful.
It’s one of the best-kept online secrets (and worst-kept direct marketing secret). It is possible to be too well designed or professional. Especially if that award winning design eats most of your marketing budget.
Once, before I knew anything about search engines, online marketing, seo (search engine optimization), I let a business friend talk me into closing a website “better no website than an unprofessional website” he advised. This guy was a marketing professional whose clients were all the big end of town. Big mistake many years later I realised it was popular with our customer base and drive enquiries to our sales team.
Another anecdote. I was meeting with a client last Tuesday to finalise a web marketing campaign, One of his marketing team wanted input to the website I am designing for them. Specifically the objection was precisely about the elements I use to get the fantastic results my websites generate in so little time.
What sells online is whatever speaks to the target audience. Banks and finance companies are expected to have slick, modern award winning design.
Online marketing demands function over form. Once the website gets attention, then you can add pretty features. Make sure the function of the website is clear obvious!