We live in a world where, for better or worse, appearance matters.
When a person shows up for a job interview, for example, they're better off wearing a business suit, or at the very least something neat and presentable, than a t-shirt with mustard stains on it and a pair of dirty sweat pants.
Ufologists have never really understood this simple truth. Case in point - Frank Warren's website, The UFO Chronicles, which aggregates various news and opinion items about UFOs.
The design is the equivalent of the t-shirt and sweat pants I mentioned above.
People in my business like to say that "content is king," and in the end they're right... but that only applies if your content is presented in a way that is aesthetically appealing. A website is like a job interview - if people are turned off by your appearance on first sight, nothing you say or do after that is really going to matter because most of them will have already turned the proverbial channel.
I find it most amusing that people who desperately want the mainstream to take them seriously have created an on-line presence that virtually guarantees that nobody outside their core fanbase will take them seriously. It's almost as if someone approached them and said, a la the infamous Robertson Panel, "hey, buddy, design a website that will make UFOs look as goofy as possible," and Warren and his fellow travelers said, "sounds good!"
Memo to ufologists: style and substance aren't mutually exclusive.
If space aliens ever saw the way that ufology presents itself they would be appalled. Then again, I think it's safe to say that's true for most things having to do with ufology.