Have you ever heard of the design style known as brutalism? It’s a stark, bare bones approach to web design that most creative types find borderline repulsive. It basically violates all of today’s best web design practices and totally misses the mark in terms of our high aesthetic standards. Brutalism may not be pretty, but its super minimalist design is actually able to achieve something web designers never predicted. Believe it or not, brutalism can actually help your website boost lead generation and conversion rates. How, you ask? Read ahead to learn all about the surprising benefits of this cold, hard, no-frills design style. It loads faster Brutalism takes minimalism to the extreme. With so few elements to slow it down, your website will actually load so much quicker. Websites with tons of high-resolution images and lengthy videos are bogged down so that loading just one page becomes the equivalent of loading a fully-booked airplane with all 400 passengers and their luggage. Do you have any idea how long you’ll be sitting on that runway? The truth is that 40% of Internet users will abandon a web page if it takes longer than three seconds to load. Even a one-second delay can cause a 7% drop in a website’s conversions. Faster loading time means a better user experience. The navigation is much simpler Brutalist sites may have ugly displays, but they are much easier to use because of their simplicity. Fewer elements fight for the user’s attention. Without so many distractions, the user is able to quickly and efficiently find exactly what they came for. As human beings, we are easily paralyzed when presented with too many choices or too much stimuli. That is why landing pages with fewer options typically lead to more conversions. Think about it this way — it takes a lot less time and effort to choose between two things than five things, right? Research shows that when it comes to conversions, less is more. In reality, you don’t always need a visually breathtaking website with all sorts of bells and whistles. Depending on the style and vibe of your brand, you may be better off with something plain, simple, and easy to use.