Another example: I wear t-shirts I design that are nothing more than walking billboards. They have a message: "What's YOUR Story?" "Everybody has a story!" "Stories Make You Immortal!" on the front and you can see me coming a block away. When you turn to read the back it has my website.
These are simply hot-press transfer t-shirts, not screen printed, or embroidered or some other elite or top-drawer style or material that reflects how professional I am. When they start looking bad after a few visits to the laundry, I replace them with new, fresh ones. It's the message! Not the style or quality, well beyond using a 50-50 cotton blend, that is.
I wouldn't expect to create an overwhelming response to my professional services by driving up in a beat-up, rusted, filthy, piece of junk with no muffler either, but the customers I seek wouldn't be THAT impressed to see me pull up in a Rolls Royce or Lamborghini either ...
... well, OK, maybe THAT would impress some of them. I can't help but believe, however, that they might also wonder how much I'm overcharging them to make the payments on those status symbols. On the other hand, a nice, clean, well-maintained vehicle of any size, shape or description, model or make between the two extremes will do quite nicely, thank you very much.
And it's the same with websites. In many cases most of my customers or website visitors wouldn't know a $10K or $20K website from a well-produced, intelligently and creatively developed website generated from ANY of several programs ranging from free to $1K, professional or talented amateur, if it slapped them upside the head.
My customers and visitors WANT information. They want it easy to navigate and simple to understand. They want to know who I am, where I am, what products and services I offer, and how much it's going to cost them. They're NOT seeking spit and polish, overactive animation, eye candy or entertainment ... just quick and easy, simple information.
I might buy something that is awesomely packaged but I have to say that once I discover that awesome packaging is the only quality aspect of it, or its contents, future such packaging will only serve as advance warning to avoid going there, and I'll point this out to others as well. Poop wrapped in high-dollar materials from Neiman Marcus remains poop.