66% of People Say They Avoid Businesses With Ugly Websites

First impressions are everything, and in today’s digital world, a business’s first impression is often its website. A website sets up the brand’s perception and is more often than not the first touchpoint users come across these days. So it’s no wonder that more than half of businesses spend $501 – $5,000 per year on web design.

But what happens when a website isn’t so attractive?

A new HostingAdvice.com study reveals that 66% of people surveyed have never purchased goods or services from a business with an outdated or ugly website. Of that 66%, is there a big sway between men and women, or pretty evenly split? If so, it could be interesting to add here.

How a website looks says a lot about a business. But bad design doesn’t always equate to poor performance or appeal. Our survey reveals that successful website design may depend more on your niche and matching customer perception than following some sleek standard.

Let’s explore this theory with facts.

According to our survey, more than a third (34%) of people say visual web design is a major factor in their decision-making process, and poor design would drive them to another competitor.

However, design isn’t the end-all be-all for other users. Our findings reveal that about 1 in 5 (18%) respondents say they prioritize price, reviews, and other factors over aesthetics when determining whether to make a purchase.

Another 47% say that though design plays a small role in their decision-making process, it doesn’t necessarily stop them from making a purchase.

Surprisingly, younger people also expressed a higher tolerance for bad and outdated design than other age groups.

About half of Gen Z respondents (51%) say they have purchased from an outdated or visually unappealing site in the past, making a huge statement for a generation that grew up with technologically advanced and design-forward digital products such as iPhones.

These results show a split in public opinion about how important design may be in the buyer’s journey. They also force us to ask the question: What constitutes good design?

Several factors go into creating effective UX design beyond just visual aesthetics. How a website performs in speed, navigation, and mobile responsiveness can all impact a user’s experience, influencing how a visitor views and judges a brand.

“Consumers are paying attention to website design now more than ever,” says Christina Lewis, Design Analyst and Senior Editor at HostingAdvice. “It’s not surprising that ugly, dated designs are off-putting for many people. However, it’s not necessarily a dealbreaker for everyone. Some people care more about site speed, reviews, and pricing than aesthetics.”

Choosing the right web host can help businesses achieve their user experience goals, including speed optimization and responsiveness. It’s up to companies to create design and development strategies that not only focus on form but also functionality.

Investing in a well-designed website is a top priority for many businesses today. However, some businesses could benefit from prioritizing other aspects over achieving the best visual design.

According to our survey, some industry websites might perform better with an outdated website than a modern one in the eyes of web visitors. Among the two-thirds of respondents who have never purchased from an outdated site, 1 in 4 say their decision to buy could be swayed depending on the type of business.

But which industries specifically can maintain their allure without having the aesthetics to match?

When asked which types of businesses an outdated website would work for, an overwhelming 58% of respondents said local trades, which include professions such as plumbing, electrical, and carpentry.

However, as our study points out, this view is also heavily influenced by pricing. Local trade businesses with a more polished look are often perceived as more expensive, with 63% of respondents agreeing with this sentiment when asked.

Lewis adds, “The key takeaway for business owners is to make sure you’re putting your best foot forward. You don’t necessarily have to hire a web designer to make a beautiful website. Try tools like WordPress or site builders that come with pre-made templates and themes. With these tools, any business owner can make something clean, modern, and design-forward.”

Our study reveals this truth: looks don’t always matter online. While some visitors might quickly abandon a website due to slow loading times or an unappealing design, others may overlook these flaws if they perceive value in pricing or were referred by word-of-mouth.

Businesses with designs that don’t meet the status quo can still find success on the web, showing that it’s more about whether your website matches the nature of your business and your customers’ expectations.

While modern, polished websites are often key to attracting and retaining customers, there’s no universal formula for good web design. Industry norms and customer expectations are what truly shape a website’s appearance.

Businesses should create websites that serve their mission and end-user needs. It’s okay if it doesn’t involve the latest, trendiest design elements.

This survey was conducted online in May 2025, among a nationally representative sample of 1,000 U.S. adults ages 18 and older. Respondents were selected from a third-party research panel, and the data were weighted to align with U.S. Census benchmarks.

To ensure the integrity of data collection, the researcher developed a proprietary machine-learning algorithm that can detect fraudulent responses early and remove unauthentic respondents immediately. The overall margin of error is ±3.1 percentage points at the 95% confidence level. Margins of error increase for subgroups such as age or gender.

For media inquiries, please reach out to adam.blacker@hostingadvice.com.