‘We Just Need More Leads’ Is Often the Wrong Diagnosis

A few months ago, a founder told me they didn’t want to 'over invest' in design.

'It’s not really a growth thing...' they said.

'We just need more leads.'

So we looked at their website.

The copy was solid.

The offer made sense.

The pricing was fair.

But the design?

Cluttered.

Inconsistent.

Hard work on the eyes.

You had to concentrate to trust it.

And that's the thing most businesses miss:

Good design doesn’t make things look nice.

It makes decisions easier.

When design is poor, the brain works harder.

When the brain works harder, doubt creeps in.

And doubt kills momentum.

People don’t think, 'This design is bad.'

They think, 'I’m not sure.'

And 'I’m not sure' quietly becomes 'I’ll come back later.'

Which usually means never.

Good design does three jobs at once:

• It reduces friction. Clear hierarchy, spacing and flow help people understand what's on offer without effort.

• It builds trust before a word is read. Consistency signals competence.

• It carries the message. The right design makes your copy land harder.

That’s not decoration.

That’s conversion.

Design is often treated like a coat of paint.

Something you add once the real work is done.

But the truth is this:

Great design is the work.