People with no technical knowledge would normally see having a proper UI/UX with no value. However, when as users they visit a website they might not be able to find what they’re looking for, close the website and become a customer to the competitor’s website. The main reason would be users will not spend a long time for finding what you offer.
They simply step into the website, if they can find what they’ve been looking for at the first glance, they’ll continue surfing, otherwise they give up and go for the next search result. Therefore, a proper structure and a good flow in the website, where users might land, will turn simple audiences to potential customers.