Clients don't measure the business effectiveness of their websites as such, they measure lead-generation and conversion.
Most of the sites in that SM article don't have business objectives other than to showcase great design.
Most of the sites in that SM article don't have business objectives other than to showcase great design.
And that is the problem with SM IMHO. It talks about functionality and business and trends and optimization but uses only eye candy to prove it's point.
Don't get me wrong. I am all for good looking design, but it's quite obvious that unless you are able to sell your style. Style isn't part of what ultimately makes a business successful.