One thing to keep in mind is that "pretty" doesn't always equate to "best". Test lots of options and go with the one that converts best.<p>As an example, this ugly wall of text absolutely clobbered the beautiful 37-signals-esque pricing chart on which I had labored so hard in not one but two separate rounds of A/B testing:<p><a href="https://www.s3stat.com/Pricing.aspx" rel="nofollow">https://www.s3stat.com/Pricing.aspx</a>