If you had to choose, would you want a site that looks pretty, or one that makes you lots of money?

Of course you want a nice looking website, but isnt money the real motivator here? I mean you are running a business, right?

Flashy graphics and top-notch sound effects make for an awesome video game, but frankly arent very effective as marketing tools. In fact, too much of these elements will greatly decrease your sites ability to convey its message.

Look at sites like Amazon.com and Buy.com. Theyre friggin ugly, but they rake in an absolutely terrifying amount of revenue month after month.

Or look at any website by Mike Filsaime, Gary Ambrose, and other big name marketers. These sites are clean-cut, simple, and to the point. No extravagant visual effects of any kind, and yet these guys make a killing with just about every site they roll out.

Your content, your message, is by far the most important aspect of your web presence. Of course you want a nice appearance, attractive colors, and a sleek overall look; but dont get side tracked by focusing on the aesthetics.

Moreover, you should focus on getting your main point across immediately. Your site's headline should literally grab a visitor by the eyeballs and make them want to read more, and the text following your initial headline should keep the momentum going and pull the reader down the rest of your page and deep into your sales message.

People rarely spend money because they were impressed by an animated header. In most cases, we decide to buy because the information presented exceeds our expectations, offers the solution to our problem, or creates a strong emotional desire.

Ill take a site that converts visitors into customers over a site that makes people say wow before they click away any day of the week.