The funny thing about this article is that its very existence points out the fact that many web designers are very much aware of the concepts of "business objectives", "return on investment (ROI)", "lead generation", "increase sales". Designers' websites are clearly crafted with the sole purpose of procuring clients, and they presumably work given that many such designers are still in business!
I think that in many cases (and I'm not a behavioural psychologist or anything), consumers make irrational decisions when shopping... usually based on an emotional response. Personally, I would much rather hire a designer who has experience making "beautiful", "modern", "clean", and "usable" websites than one who claims they will somehow magically pump out a website that immediately provides a high ROI.
Web design is an iterative process that starts from a nice, clean base and improves through A/B testing and similar experiments.
I think that in many cases (and I'm not a behavioural psychologist or anything), consumers make irrational decisions when shopping... usually based on an emotional response. Personally, I would much rather hire a designer who has experience making "beautiful", "modern", "clean", and "usable" websites than one who claims they will somehow magically pump out a website that immediately provides a high ROI.
Web design is an iterative process that starts from a nice, clean base and improves through A/B testing and similar experiments.