We're optimizing for subjective appeal rather than commercial effectiveness.

Of course design, UX/UI, etc are all important. But they're not the *most* important.

Buyers don't buy from us just because our website looks pretty.

The main reason why a page converts is because of the copy. Yet we're apparently OK to spend thousands on frameworks, design engines, and brand guidelines while considering copywriting as though an afterthought.

We're optimizing for looking professional instead of being interesting. While "professional" gets us in the door, it's "interesting" that actually converts.

Yet we keep confusing the two.

The Cognitive Marketer

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