Good design is one of the first things people notice when they visit your site, but it's often not given credit it deserves as a tool for higher conversions. A good UX/UI (User Experience/User Interface) is essential because it can: Direct customers to take the action you want them to take (e.g., sign up for your newsletter) Provide an extra incentive for visitors to download a lead magnet or purchase an item during your checkout process. Attract new prospects and create brand awareness If your site doesn't have an attractive, intuitive design, you can hardly blame a visitor for not taking the action you want them to take. It just won't stand out as much in a sea of other websites.