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Pretty Doesn’t Pay. Here’s How to Build a Website That Actually Converts.

2026-09-10 | original
read original get Don't Make Me Think, Revisited by Steve Krug → more articles
Why This Matters

An opinion piece arguing that small-business websites should be judged on conversions, not aesthetics — a reminder that usability and clear calls to action drive leads. It also pitches retargeting, including direct mail triggered by site visits, as a way to recapture anonymous traffic. The relevance for consumers is that browsing a site can now trigger a physical postcard, raising fresh questions about tracking and privacy.

Key Takeaways
Worth a Look

Don't Make Me Think, Revisited by Steve Krug — This is the classic guide to web usability, which is exactly the article's point: clarity and ease of use beat award-winning design when you want visitors to act. Krug walks through practical fixes for navigation, page hierarchy and calls to action, plus DIY usability testing you can run yourself. A short, readable book you can apply to your site the same week.

See Don't Make Me Think, Revisited by Steve Krug on Amazon → Affiliate link — we may earn a commission on purchases, at no extra cost to you. Product picked by AI based on this article; it is not a tested recommendation.

Opinions expressed by Entrepreneur contributors are their own.

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Key Takeaways Build your website to get leads and business — not for design awards: Prioritize usability over design, clear instructions over clever messaging and key information over fluffy content.

Bring web visitors back with digital retargeting: By placing a small piece of tracking code on your website, you can target anonymous visitors with digital ads after they leave.

Link up your website to the mailbox: That’s where direct mail retargeting comes in. Instead of serving another online ad to past website visitors, it automatically sends a pre-designed postcard to their mailbox immediately.

I’ve been helping small businesses with their marketing for nearly three decades, and I’ve seen some beautiful websites. But I’ve also encountered a big problem, which is when they don’t convert visitors into prospects and ultimately customers.

There’s nothing wrong with wanting a beautiful website. In fact, a great website should look professional and build confidence. But somewhere along the way, too many businesses mistake looking good for doing its job.

A website isn’t a window dressing. It’s a marketing tool. Every page should help a visitor take the next step in their journey — whether that’s calling your office, requesting a quote, scheduling an appointment, making a purchase or simply learning enough to trust you.

If you want your website to generate more customers, here are three places to start.

1. Build your website to get leads and business — not for design awards

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Explore topics: website conversion direct mail retargeting small business marketing digital retargeting tracking code

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