One thing to keep in mind is that "pretty" doesn't always equate to "best". Test lots of options and go with the one that converts best.

As an example, this ugly wall of text absolutely clobbered the beautiful 37-signals-esque pricing chart on which I had labored so hard in not one but two separate rounds of A/B testing:

https://www.s3stat.com/Pricing.aspx

That's a pretty good page there, I find the text engaging and interesting. I especially like the 'Cheap Bastard Plan' page.

It just shows that you don't necessarily need pretty graphics and one-liners.

Check those: http://launchrock.com/ https://www.prefinery.com/ http://my.betali.st/ http://www.kickofflabs.com/