There's been a theory quietly gaining traction online, speculating that a website might not need to look professional and polished to sell. In fact, maybe "ugly" websites convert better than their clean, modern counterparts.

Now, this sounds counterintuitive. After all, it's been hammered into our heads for years that good design and user experience are directly correlated to trust and sales. So how can something with kitschy colours, mismatched fonts, and a clunky layout possibly outperform the competition?

The idea that "ugly" sells better might simply be masking a different truth. Perhaps it's not that ugly sells, but authenticity that does.

What Do We Mean by "Ugly" Websites?

When we talk about an ugly website, we're not talking about something broken or completely unusable. We're talking about sites that may not be as polished as you'd expect, but are still totally functional. Think back to the late '90s and early 2000s, when websites were essentially just landing pages designed to grab your attention and get you to buy. Everything is bold print, bright exclamations, and flashing GIFs. Layouts were cramped and cluttered with images and text to maximize space, and mobile optimization wasn't even on the radar.

The overall aesthetic of these sites was very DIY, and that might just be the reason some people love them. As anyone who works in marketing will tell you, real growth happens when brands connect with their audience on an emotional level. While there are a lot of strategic ways modern websites and marketing campaigns leverage storytelling, branding, and sleek visuals to create these connections, they can sometimes come across as disingenuous, especially when everything looks a little too perfect.

Why Ugly Is Sometimes What You Want

At first glance, this type of outdated, quirky website might feel like a poor design choice. But dig a little deeper, and there are a few reasons why the rough edges can actually work in a site’s favour.

Authentic & Relatable

"Ugly" websites can trigger genuine emotion. While the haphazard layouts and screaming copy might make a professional web designer cringe, these sites look and feel like they were made by real people. It's a way to share your brand's personality with your audience in the most honest way possible. And in a world quickly being overrun by sleek, carbon-copy websites, a little bit of imperfection can help you stand out, especially in certain niche markets where people value personality more than polish.

Psychological Effects

There's also a psychological effect that so-called ugly websites can have on their audience. When you land on a page that's giving DIY vibes, the immediate reaction is to lower your expectations. But there's a twist. When users expect poor usability and janky content but get clear messaging and a surprisingly smooth user experience instead, it creates a feeling of delight and trust. It's the digital version of "don't judge a book by its cover, " and that unexpected quality can be powerful.

But Wait, Beautiful, Clean Design isn’t Going Anywhere

Now, before you scrap your website and ask your designer to unleash 2002 on it, it's important to acknowledge that in the vast majority of cases, good web design will outperform "ugly" alternatives. As much as we love a throwback, we've also become accustomed to clean aesthetics, intuitive navigation, and clear and concise copy. These elements communicate trustworthiness, professionalism, and credibility, which are crucial to building user confidence and driving conversions.

Modern websites share so many common design elements because they work. Users find minimalist design and blank space comforting, while simple layouts make navigating pages easier and more enjoyable. That doesn't mean you can't break away from the standard formula and create something totally unexpected and unique, but it's more about showcasing authenticity than it is about creating a truly awful website.

So, Really, It's Not About Ugly vs. Attractive, It's About Trust

At the end of the day, the real currency online isn't how visually appealing your website is; it's trust. If you want someone to make a purchase, book a call, or fill out a form, they need to believe in the person (or team) behind the brand. A few years ago, a sleek site and some clever copy might have been convincing enough, but today's audiences are more discerning. They're looking for something genuine.

That's why a design that reflects personality, values, or even a little bit of imperfection can actually help build stronger emotional connections. When people see something that feels handcrafted or unique, like hand-drawn icons, candid team photos, or a layout that breaks the mould, it humanizes the experience. Some brands even lean into "anti-design" aesthetics on purpose, using bold, jarring visuals to stand out and signal that they're different.

Ultimately, it’s not about creating an ugly website. It’s about designing something that feels human, relatable, and trustworthy. Because that’s what people actually connect with.

When Ugly Backfires

But beware: there’s a fine line between authenticity and chaos, and crossing it can cost you. If a website is too clunky, too confusing, or too broken—or, gasp, too slow loading on a smartphone—it doesn't matter how authentic it looks, people are not going to stick around.

There's also a difference between "authentically imperfect" and "actually bad." Deliberately using bold fonts or retro buttons is one thing. Using pixelated images, broken links, and Comic Sans across the board? That can come across as lazy.

Authenticity works when it feels thoughtful. The moment it feels like corners were cut or someone just didn’t care, users lose trust. So if you're going to lean into a raw, imperfect look, make it intentional and make sure the basics still function flawlessly. Nostalgic charm loses its appeal quickly when users feel like their time is being wasted.

When Ugly Is Strategic

Some brands use anti-design or “ugly” aesthetics not because they lack the budget or skills for polished design, but because they know exactly who they’re talking to. Streetwear brands, niche meme accounts, or direct-to-consumer supplements sometimes lean into chaotic, throwback, or cluttered styles because their audience expects that kind of energy.

It becomes a visual shorthand for "We don't take ourselves too seriously," or "We're part of your world, not corporate outsiders." The aesthetic itself becomes a message. A pixelated cursor, a loud colour palette, or even a chaotic scrolling experience can be part of a brand's identity, and when done well, users love it. But again, the key is intention. If the design feels sloppy instead of savvy, the impact can quickly shift from memorable to frustrating.

Design Trends Aren’t Universal

One of the biggest mistakes brands make is assuming that just because something is trending, it's right for them. It's not. Even if flash-era nostalgia is working for a quirky streetwear label, it doesn't mean your health and wellness brand should immediately adopt blinking banners and pixelated fonts. Minimalist design, complex futuristic interfaces, retro vibes—these styles all have their place, but none are one-size-fits-all.

That's why building a great website isn't about blindly following trends; it's about showcasing what makes your brand unique and understanding your audience.

What Does This All Mean? Design with Intent, Not Just Aesthetic

Authenticity doesn’t have to mean casual or quirky—it just has to feel true to your brand. For some businesses, that might look like bold colours, playful language, or candid behind-the-scenes photos. For others, authentic might be a clean, minimal layout with carefully chosen, concise language that communicates credibility and professionalism.

What matters most is that your website reflects who you are and speaks directly to your audience. Whether you’re a law firm, an artist, a retail brand, or a SaaS company, the goal is the same: to establish a connection with your audience. And maybe that means being a little less put together, but there’s no single formula. The key is to create something that couldn’t be easily replicated by someone else because it’s rooted in your unique voice, values, and point of view, not just the latest design trend.