Your website's job isn't to look good — it's to convert

A website that gets compliments and a website that gets clients are not the same thing, and most founders only find out which one they built after they’ve already paid for it.

The sites that convert share a few unglamorous traits: one clear promise above the fold, one primary call to action repeated (not ten competing ones), proof placed before the ask rather than after, and copy written for the specific person who’s about to leave money on the table if they bounce — not for a general audience.

None of that requires more design. Usually it requires less — cutting sections, not adding them.