First impression, is last impression.
Both copywriting and aesthetics of websites are important. If your copy is great but your design is 2010-ish with no mobile-friendly resolution, then the probability of offering value to others is low.
If your copy is terrilble and your site won multiple awards for its design? You might be able to capture attention, but maybe not so much of bringing them to your desired action. This is due to the human nature taking shortcuts for everything including mental processes - beauty means good. It's like falling in love, marrying someone solely for his/her appearance.
Remember the value principle in Unscripted ? Skewing a lot of value attributes = profits.
Both copywriting and aesthetics of websites are important. If your copy is great but your design is 2010-ish with no mobile-friendly resolution, then the probability of offering value to others is low.
If your copy is terrilble and your site won multiple awards for its design? You might be able to capture attention, but maybe not so much of bringing them to your desired action. This is due to the human nature taking shortcuts for everything including mental processes - beauty means good. It's like falling in love, marrying someone solely for his/her appearance.
Remember the value principle in Unscripted ? Skewing a lot of value attributes = profits.