She Ain't Pretty

Back in the early '90s, Canadian band The Northern Pikes released a song called She Ain’t Pretty. It’s a clever, slightly cheeky story about a man who meets a beautiful woman, falls for her at first sight, and later discovers that, despite her looks, she wasn’t someone he wanted to spend his life with.

It’s a familiar plot. Maybe you’ve heard similar stories from friends. Maybe you’ve lived one yourself. The point is, we all know that looks alone don’t make for a happy, lasting relationship.

And as strange as it sounds, that lesson applies perfectly to website design.

Don’t get us wrong — we love a well-designed, good-looking website. First impressions matter, and a beautiful design can be the spark that starts a great relationship. But just like in real life, the spark needs something deeper to turn into lasting love.

And Google? Well, let’s just say Google’s looking for more than just a pretty face, too.

Love at First Sight (But Is It Love?)

When a new website launches, everyone’s excited about how it looks. Stunning photos, bold colours, stylish layouts — it’s the honeymoon phase.

But just like in dating, appearances aren’t the whole story. A gorgeous website can still be frustrating, unreliable, or downright unpleasant to interact with.

We’ve seen it:

• A local boutique’s site that looked like an art piece but loaded slower than a bad date’s text reply.
• A startup’s landing page with dazzling animations that made finding the “Contact Us” button feel like solving a scavenger hunt.

At first glance, they were the total package. But once you “lived” with them, the cracks showed.

What Makes for a Long-Term Relationship (With a Website)

Here’s the truth: what keeps users — and Google — coming back isn’t just beauty. It’s the qualities you’d want in any long-term partner:

• Trustworthiness — People (and Google) want to know they can rely on you. That means accurate, honest information and a site that doesn’t disappear when traffic spikes. Here’s more on building expertise, authority, and trust.
• Good communication — In relationships, poor communication causes trouble fast. For websites, that means clear navigation, well-written and regularly updated content, and answering visitors’ questions before they even have to ask.
• Reliability — A site that loads quickly, works consistently, and doesn’t leave visitors hanging is a site that people — and search engines — will stick with.
• Consideration — Respect your visitors’ time and attention. No pop-ups at the wrong moments, no endless scrolling to find simple answers, and maybe no autoplaying videos.

Google Wants a Long-Term Relationship With Your Website

Think of Google as your website’s potential partner in this relationship. Like anyone considering a serious commitment, Google is looking for more than just a pretty face.

It’s drawn to websites that are:

• Trustworthy — Sites that are honest, consistent, and accurate.
• Good communicators — Clear, well-structured, and answering questions before they’re asked.
• Reliable — Always there when needed, quick to respond, and never ghosting visitors.
• Considerate — Respecting visitors’ time and making their experience pleasant.

When your website demonstrates these qualities, Google is more likely to fall head over heels. You’ll make it easy for Google to think: “This is the one. This is the best site on this topic.”

If you’d like a little romantic inspiration, we’ve even written about wooing Google — a lighthearted Valentine’s Day guide to winning (and keeping) Google’s heart.

From Eye Candy to Soulmate

If your current website is a “pretty face” but not much else, it’s not doomed. Just like a person can work on their listening skills, empathy, and communication, a website can develop its inner qualities too.

Here’s where to start:

• Get honest feedback — Ask visitors, designers, and even SEOs or critics what frustrates them.
• Work on your communication — Organize your content, write clearly, and update regularly.
• Be trustworthy — Cite your sources, avoid misleading claims, and deliver what you promise.
• Invest in long-term health — Keep the code clean, fix broken links, and improve site speed.

Need ideas? Our SEO Tips blog category is full of advice to help your site grow more attractive on the inside and outside. You can also contact our web design and SEO team.

Ready for Commitment?

A website that’s beautiful and has a great personality is a keeper. Users will love it. Google will love it. And it will stand the test of time in search results and in your customers’ hearts.

If your site is gorgeous but difficult to live with, we can help turn it into something truly worth committing to — contact us here and let’s build a website that’s a joy to come home to. Think of us as your website’s relationship counsellors — ready to smooth out the rough edges and bring back the spark.

Last updated: 19 August 2025
Originally posted: 31 July 2015