It’s pretty, but does it convert?
LUXURY INSIGHTS | August 24, 2025
Timeless insights for luxury brands.
August has been non-stop, both personally and in my studio.
While my oldest has been enjoying her first days of preschool, I have had the honor of working on an upcoming apparel launch, a luxury hotel promotion, and a cruise travel feature, among other exciting projects.
Interestingly, though the projects I am working on this month span the full spectrum of luxury, there has been a recurring theme: it’s pretty, but does it convert?
So, building upon last week’s Newsletter, which centered around the importance of exuding brand values rather than merely stating them, this week’s topic addresses the need to look beyond beauty…
01. INSIGHT
A refined website with a seamless design, elegant typography, and flawless photography is essential to capturing the attention of an affluent audience, but aesthetics alone are not enough.
Websites must balance beauty with functionality, and make it clear what the brand stands for, what it offers, and for whom. A website must serve to guide visitors toward meaningful actions, whether that is booking a consultation, making a purchase, or joining an exclusive waitlist.
If a website doesn’t convert, the aesthetic appeal is lost in translation.
Simply put, pretty isn’t enough.
The real measure of success lies in crafting an experience that not only feels luxurious, but also drives the outcomes the brand needs.
02. INSPIRATION
“Your website simply being pretty is not enough.
A visually appealing website is the equivalent of a beautiful store with no clear path to the checkout. What really matters is whether your website ranks well in search engines and, more importantly, converts visitors into customers.
Every element on your site should guide users toward action.
Without conversion-focused design and optimization, all the traffic you get means nothing if visitors leave without engaging or buying.”
— Peep Laja
03. INTENTION
Set aside a few minutes to take a critical look at your website by the numbers.
Are you receiving the amount of traffic you need?
Are you converting the traffic you are receiving into new clientele?
Have you been paying close enough attention to the data in order to make better decisions?
Remember, beauty is one component of a successful luxury brand—but so is conversion.
Make it a successful week,
Luxury Brand Communications Strategist
Creator & Author of Luxury Insights
ABOUT THE AUTHOR
Camilla Carboni is the silent partner behind many of the world’s most sought-after brands. She offers Luxury Brand Consulting, Auditing, SEO, and Copywriting to established and emerging luxury brands across the globe.
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