Most clients lack an understanding of needed and extras on a website. Sometimes they put forward a demand that has an absolutely unrealistic implementation, no functionality, and intentional doom. In the process of adding aesthetics to a website, they turn loading time at a sloth’s pace. They also fail to understand how behind the scenes features are more catching to visitors. Here, the web world is struggling with a tsunami of such “all-surface-no-substance” sites. An appealing user interface is definitely helpful in generating visitor’s interest, but, it also takes longer to initially reach the user. Even if it reaches them on time, most users are amused by the drama but converted. How a website works magically is on the basis of its engaging content and experience. Its optimization has to step beyond alluring graphics. Your website must have a complex infrastructure fitting into SEO functions and final usability. Client’s thrifty budget is also largely responsible for a stack of inferior websites. As a result, investment on the surface goes down the drain due to its poor substance. In order to utilize every penny of investor, efforts have to be wisely distributed between effective website design, navigation and final objectives of marketing.