I know it's not really the point here, but it's nice to see a GNU project with a decent home-page. It's clear, presentable, and modern. (And of course it's not a JavaScript horror-show, but we'd never see that from a GNU project.)
It doesn't need to be flashy. Just a nice font, a header, centre justification, some spacing, a paragraph explaining what the thing is, a nice logo, maybe some screenshots or a link to the docs and a download link.
It's not about aiming for an ugly UI, it's about getting out of the way and presenting a clean, simple, fast, functional page.
The designation brutalist web design has gained some traction. (I would have linked to an article on this, but ironically the page I found was offensively spam-ridden.)