Okay, as a web designer it goes beyond my comprehension but sometimes ugly website actually work. If you take a look at eBay, it’s not a very pretty site, or, the most obvious like Amazon. They are not “pretty” sites. In fact, I would say they are too busy and unfocused but they are functional which is the most important component of any website. Make it easy for your customers to find what they want, buy it or call you and move on.
Sometimes it’s not the design but the trust you evoke. Some ugly website scream, “Hey, I am a small business and couldn’t afford a big marketing firm. So I built it myself.” But if you are conveying that you are trustworthy by including phone numbers, addresses, your policies and make sure you site is easy to use, you can be sure that your customers will appreciate it and respond with loyalty.
Google understood this. It can barely call it self a web designed site as it is primarily made up of a logo, search box, and some small text. That’s it. It’s fast, easy, simple.
Lesson learned, don’t assume your website has to be filled with high-end graphics and animation. Just be sure it conveys your business in the best possible light and that your customers can quickly get what they need.