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This is absolutely true with trades. If you're hiring a roofer or whatever that has a great website, they will be the worst. The good ones have a backlog and no need to waste money on a site or other advertising. Essentially it's sales led vs product led.

True also for e.g. beer. For a given price point, the one that advertised the most (Stella for example) put the money there instead of quality.

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That sword cuts both ways. A business that manages all aspects of its business properly, including web presence, outreach and customer service, may signify of a higher quality of work.

its a version of https://en.wikipedia.org/wiki/Goodhart%27s_law

the metric is of a good site or a poor site being a proxy for the quality of the service or product.

As soon as this metric becomes common enough, it gets gamed, and thus fails as a good metric.

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