Some websites have great usability features but lack in impressive looks and eventually such website fail to entice the new audience.In such instances the chances are that the intended audience might appreciate the usability aspects but given a chance they are most likely to switch to other sites which entice audience.
I think it's important to entice viewers with a good design right away--not necessarily flashy or overdone--but to always keep the design focus on usability/user experience. Designs should always be approached with a user in mind (how the user is going to go from point A to point B).