Do not let creativity (or design) outweigh the conversion factor
Cosmetics do not be = conversion.
Your website has a function or role to play. It needs to present people with the correct information, any next steps to take and be user-friendly. Developing your content, layout, and page or site design to support that purpose will assist and encourage customers into a higher conversion rate leading to increased sales.
Your website shouldn’t be thought of as a digital signboard with a super flashy design. Instead, it should be a lead-generating machine that supports your business’ bottom line.