Web Design
A visually appealing website and a converting website are not automatically the same thing. Plenty of beautiful sites generate almost no business.
A visitor should understand what you do and what to do next within a few seconds. Clever, ambiguous copy that requires interpretation costs conversions even when it looks impressive.
Every extra click, every unclear button, and every slow loading page is a small chance for a visitor to give up. Reducing friction usually matters more than adding features.