Make It Ugly

There’s a common mistake I keep seeing — and it’s costing people serious money.

You’ve got a gorgeous website.
Minimal. Clean. Everything matches. Nothing feels out of place.

But also?
Nothing stands out.

I see this especially with female-led brands, wellness spaces, high-end products, and lifestyle businesses. The website looks like a Pinterest board. The branding is cohesive. The photos are giving “editorial”.

But when you actually try to buy something…
Where’s the button?
Where’s the offer?
Where’s the reason to click?

Your visitor’s eye is gliding through a beautiful,

page — and then leaving. Because nothing broke the pattern.

Good design isn’t the same as good UX.

Let me explain:

In advertising, ugly often converts better.
Why? Because contrast is what makes things visible.

That’s why CTA buttons in banner ads are often weird shades of green or orange — colors that clash with everything else. It’s not because the designer was lazy. It’s because your brain is hardwired to ignore what blends in.

So when everything looks beautiful and “on brand”?
The brain sees it as background. Wallpaper. Noise.

But when one thing breaks the flow —
Your eye stops. Your brain says, “Oh, what’s that?”
And that’s where the conversion happens.

It can still look beautiful but something needs to break the pattern - ZARA for example does that with unexpected/weird photography angles.

Here's what to do instead:

✅ Add intentional contrast.
Use a button color that doesn’t match. Make it jarring on purpose.
If everything is beige and blush, your CTA should be black. Or firetruck red.

✅ Test disruptive elements.
Try a “loud” section in the middle of your homepage. A testimonial in all caps. A GIF. A price slash.
Don’t be afraid to interrupt the flow. It keeps people engaged.

✅ Prioritize clarity over beauty.
That CTA that’s delicately hidden in your nav bar? Make it a button.
That elegant script font? Cool for headlines — but is it legible enough for your main pitch?

Your website doesn’t need to look like a magazine spread.
It needs to make people stop scrolling and take action.

And sometimes, that means breaking your own brand rules.

So go ahead — mess up the harmony. Clash some colors. Go wild with fonts. Make something ugly.
Your Stripe account will thank you.