The key to standing out in marketing efforts is to creating an experience. It’s harder to do that without creativity and good design work. A lead can easily be turned off by weak creative, despite having a need for the product or having demonstrated interest. The simple truth is websites are considered the new brick and mortar. Consumers are turning more toward online research and purchasing, which means that product education is easier to find, but harder to stand out in. This means that the better you look on the creative end, the more your nurturing efforts work for you. Bad creative is often the sign of a spammy or sketchy website, so you want to avoid that as much as possible.