Bad websites don’t start with bad design. They start with the wrong plan.
A site that looks fine but doesn’t convert. A launch that drags for months. A homepage that nobody knows how to write. It’s almost never a design issue. It’s a clarity issue.
And the mistake happens right at the start before the first pixel is even placed.
This article is your guide to why website projects go wrong, and what smart teams do instead.
Why this matters: Because your website is too important to wing it
For many businesses, the website is their most important digital asset. But too many projects kick off with vague goals, unclear ownership, and misaligned expectations.
That’s what tanks timelines, bloats budgets, and leads to sites that don’t actually help the business.
A smart start isn’t about more process. It’s about better clarity:
- Who is this for?
- What role should the website play?
- What does success look like?
- What problems are we solving?
If you don’t answer those first, your project’s already off track.
Key Tip: The brief is the most important page you’ll ever write. Spend time getting it right.
How website projects fail before they start
1. Vague or fluffy goals
“We want to refresh the brand.” “We want to modernise the experience.” These are fine intentions but they’re not goals.
Fix it: Set concrete outcomes. “We want 2x leads from the site.” “We want to reduce support tickets by 30%.”
2. Unclear ownership or decision-making
If no one owns the project, or too many people do, decisions stall. Or flip-flop.
Fix it: Nominate a lead. Agree on how decisions get made. Define roles early.
3. Skipping the business case
Without a clear why, it’s easy to chase shiny features or make subjective calls.
Fix it: Document the real business drivers. “We’re launching a new product line.” “Our current site can’t support mobile checkout.”
4. Starting with design, not structure
It’s tempting to jump into Figma or look at templates. But you need the architecture before the paint.
Fix it: Map the customer journey. Plan your sitemap. Sketch user flows. Then design around that.
5. Ignoring content until it’s too late
Designers are often forced to guess at copy. That leads to awkward fits, rushed edits, or missed messaging.
Fix it: Start with content. Draft core messaging early. Know what needs to be said before deciding how it looks.
Objection: “Can’t we just figure it out as we go?”
You can. But you’ll pay for it later.
Without alignment up front, projects run long, change scope, and frustrate everyone involved.
You don’t need a 40-page spec. But you do need clarity on what the site is for, who it’s for, and what it’s meant to achieve.
What to Do Now
- Write a real brief — One page. One owner. Clear goals, audience, and measures of success.
- Map the journey first — Plan structure before design. What’s the path from homepage to action?
- Involve the right people early — Get input from marketing, sales, support — not just design.
- Draft content alongside design — Write key messaging and page outlines before visuals are final.
- Pressure test your goals — Are they measurable? Are they business-relevant? Would you know if they worked?
Need help shaping a stronger brief or mapping a smarter structure? That’s our bread and butter. Reach out if you want a strategic start that doesn’t waste time.
