Your website is one of your business’s most important assets. It’s often the first place potential customers go to learn more about you - Microsoft estimates that 75% of first-time interactions are website visits - so making a good first impression is key.
Emma Rainey, one of our experienced marketing directors, has managed a wide range of website projects. Her experience spans everything from small DIY builds to complex projects for corporate clients. One thing is clear: success starts with the right approach.
“A website is an incredibly powerful asset—if you do it right,” Emma explains. “But if you just launch into ‘building things’ without a plan, you’re going to run into trouble.”
Building a website can be a serious investment in time and money. According to Emma, there are five common pitfalls that cause teams to struggle.
Not having a plan
Businesses often jump straight into building pages without asking two important questions: Why are we doing this, and what do we want to achieve?
Emma says, “People skip ahead without thinking about their customers and what the business really needs from their website.”
One client, for example, decided to save costs by appointing a junior employee to lead the website project alongside their day job. They had some technical skills and had even built websites before, but they lacked the experience to create a fully functional, customer-focused site.
“They dived straight in,” Emma recalls, “building pages without a clear plan or understanding of the customer journey. They didn’t think about who would use the site, how it would serve their needs, or even basic things like where inquiries would go.”
The result was a disjointed website with no clear structure or focus. SEO was an afterthought, and significant rework was needed to bring it up to standard. “It was supposed to take eight weeks,” Emma explains, “but it ended up dragging on for six months.”
Too much emphasis on platforms, features, and tools can lead teams to lose sight of what really matters—your customers.
“Think about your website like a shop,” Emma explains. “Is it easy to find? Does it look inviting? Is it clear you’re in the right place?”
One client Emma worked with had rushed into building a new website without considering these questions. They focused on showcasing their products but failed to think about how customers would navigate the site or find the information they were looking for.
“When you walked into their website—so to speak—nothing made sense. It was like walking into a shop with no signage, no clear sections, and no staff to guide you,” Emma says. “Customers couldn’t tell if they were in the right place or if the business understood their problems.”
By mapping the customer journey, Emma helped them restructure the site, grouping products under larger solution categories and adding clear pathways tailored to different personas. The result was a site that felt approachable, organized, and immediately relevant to their audience.
To save money, many businesses hire cheap agencies or try to do it in-house. But, as Emma warned us, “If you cut costs too much, you’ll end up with a straw house.”
Building a good website requires real technical expertise. There’s a massive difference between managing a CMS and knowing how to write, design and code a website. Most marketers can do the former, but very few can do the latter.
When you’re setting a budget - and you should always set a budget - try to remember: you’re investing in something that needs to meet the business goals you’ve set. The cheaper you try to go, the less likely this is to happen.
Without deadlines or a clear vision of what the final website should look like, projects can drag on indefinitely.
“One project was supposed to take a few weeks and ended up taking months because nobody was accountable for timelines,” Emma says.
Without a clear end point, teams can fall into a cycle of over-editing and adding unnecessary features. “When a project drags on, it delays the benefits a new website should bring—like better lead generation or sales,” Emma explains.
Emma suggests setting clear milestones and defining what “finished” looks like from the start. “Focus on the essentials,” she advises. “Your website doesn’t have to be perfect on day one—plan for continuous improvement after launch.”
Avoiding these pitfalls requires a structured and strategic approach. Here’s what Emma recommends.
Start by understanding your customers and what they need from your website. Define the key questions your website should answer and ensure your content and structure address them.
“Map the customer journey—understand what your audience needs at every stage, and structure the site to meet those needs,” Emma advises.
Don’t forget to set clear business objectives. What do you want the website to achieve? Whether it’s driving sales, generating inquiries, or building brand awareness, understanding your goals will make it easier to choose between different options and decide what matters and what doesn’t.
Whether you hire an agency or work with internal teams, appoint someone to lead the project.
“Having someone coordinate internal and external resources reduces stress and keeps the project on track,” Emma says. “Try to appoint someone with experience managing similar projects in the past. This is a critical role.”
This person will ensure the project stays on schedule, meets quality standards, and delivers the desired results. Without them, things can easily slip through the cracks.
Speak to several agencies or freelancers and compare their quotes and capabilities. Don’t just go for the cheapest option—it often ends up costing more in the long run.
“One client chose a freelancer to save money but ended up needing to start over because the site was barely functional,” Emma recalls. “The cheapest option is often the cheapest for a reason. You’re going to have this website for a long time, so don’t be afraid to invest.”
Website projects should follow a clear sequence: scoping, copywriting, wireframing, design, development, testing, and launch. Set deadlines for each milestone and clear boundaries for what’s included and what’s not.
“Without a proper plan, projects can spiral out of control, delaying delivery and adding costs,” Emma says. “This is where it’s so key to understand your goals. These will help you understand what’s worth doing and what’s not.”
One of the biggest decisions in a website rebuild is whether to handle it in-house or use an agency. Agencies will cost more, but they also take on much of the heavy lifting and increase the likelihood of a successful project.
“Most website projects fail because people try to do it on the cheap,” Emma explains. “A good agency will provide expertise across UX, SEO, design and technical integrations. They’ll test everything thoroughly and make sure your site delivers.”
However, using an agency doesn’t mean you can be completely hands-off. You’ll still need to provide a detailed brief, manage the relationship, and ensure they deliver on expectations.
“You need someone on your team who’s responsible for managing the agency, holding them accountable, and giving them what they need to do their job,” Emma advises.
In one project, a client hired a reputable agency but failed to appoint an internal project manager. As a result, the agency didn’t receive timely feedback or the necessary input to move forward. Deadlines were missed, costs escalated, and the final site launch was delayed by months.
Emma recalls stepping in to fix the situation: “Once we appointed a dedicated project manager, things turned around quickly. The agency had a single point of contact to get approvals and updates, which brought the project back on track.”
A website rebuild is more than just a project - it’s an opportunity to create a powerful tool for business growth. But success depends on careful planning, working with the right people, and keeping your customers at the centre of every decision.
If you’re ready to rebuild your website and turn it into a powerful business tool, our fractional marketing directors can help guide your project from start to finish.
Ready to rebuild your website? Download this simple checklist to ensure your project is a success.