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6 Common Website Design and Marketing Mistakes

Use an experienced agency to help you avoid these website and marketing pitfalls.

One of the common website design and marketing mistakes is to have undefined business metrics and goals.

Your website has the potential to be the single most valuable marketing tool for your business. While you may be a locally-based company, a website instantly connects you to billions around the globe. Since your website has the capability of generating leads and sales, it’s imperative that it’s built correctly and has the marketing power to drive traffic. So we’re sharing the six most common website design and marketing mistakes we’ve helped correct in our 22 years developing websites and marketing strategies.  

Mistake #1: Undefined metrics and goals

Websites and marketing efforts have no real direction unless proper metrics and goals are defined upfront. It’s difficult to measure results when it’s unclear what your business is trying to accomplish.

MISTAKE #2: Disconnected efforts

Your website and marketing should always be connected because they support one another when used correctly. Website development (or improvement) should be a fundamental part of your overall marketing strategy, much like paid advertising or social media. If you build a website without any additional marketing – or expect that an existing, underperforming website is sufficient, you will see it reflected in your bottom line. Learn more about the benefits of an integrated marketing strategy here.

MISTAKE #3: Inconsistent messaging

While it’s important to communicate effectively with a variety of audiences your business is targeting, it’s equally important for your message to stay on-brand. While it may not be easy, ensure that you’re creating consistent branded content that resonates with your target audiences. Discover how content marketing can work wonders for your business here.

MISTAKE #4: Misunderstanding the marketing mix

Marketing is all about the mix. And you want to strategically use the entire mix at once to get results. Simply trying one tactic, like social media, SEO, or content marketing, and expecting results, just won’t work. An agency can help you consider your goals, resources, and budget, then determine which mix of marketing tactics might work best to reach your target audience. 

MISTAKE #5: MISsed sales opportunities

Your business needs to commit to a dedicated sales effort to manage the leads your marketing campaign generates. Many companies invest resources into digital marketing, but fall short on sales follow-ups. If you don’t have adequate staff to respond to sales questions and inquiries, consult with an experienced digital marketing agency for lead management advice that can help you be successful.

MISTAKE #6: Giving up too quickly

Have you ever thought that your website or marketing doesn’t work? Don’t throw in the towel too quickly. You should test different theories related to text, images, or new buttons and menus to see if results change. If something doesn’t work, change it back or develop a new theory to test. Have patience, be creative, and continue to experiment.

Use these examples to help you avoid the pain of common website design and marketing mistakes when creating next year’s marketing plan. But there’s no need do it all on your own.

Learn more about why it’s necessary to hire an experienced agency for your 2018 strategic marketing plan here.

Need more sound advice? Contact our digital marketing experts today to develop successful strategies for your website design and overall marketing mix.

Looking for more examples of marketing faux pas? Check out our list of 13 digital marketing mistakes to avoid.


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Victoria Thomas
Vice President - Vicci Car Auctions

We came to Sortis with an enormous idea. When meeting the team, it was clear we had made the correct choice; we were very impressed. As the project progresses, they have exceeded our expectations at every turn. We started this journey wanting a website, and immediately requested their further involvement because it was clear they were experts in many areas. Now we truly consider them partners. They have taken our dream and helped us clearly define a path to make it a reality and we are in awe as we watch it unfold. There aren't enough words to express my satisfaction.

Jason Jenson
Vice President Marketing - PartsNow!

What impressed me about Sortis was their approach. It is not simply about building a nice website. it is about the positioning, messages and Brand of our company as well as the impact on the customers.

David Francis

Project Manager - AT&T

Sortis helped us understand the best solution for our needs. They were flexible, thorough and efficient. It has been a pleasure working with the entire team.

wbastaff_dircomm.jpgSamantha Long-Dennis
Director of Communications - Wisconsin Builders Association

Over the past year, our non-profit association has come to know Sortis as a professional, timely, and innovative digital marketing partner genuinely invested in our success.  They have been a terrific asset to a communications department of 1 (AKA me), helping me accomplish projects and tasks I simply did not have time to do on my own while also providing the necessary guidance and feedback to make sure we are keeping up with the industry’s best practices.  We’re also just as pleased with the process as we are with the final products produced; in other words, working with Sortis is a breeze.  They are always ahead of the game, deadlines are met, the quality is there the first time, and—if anything—they are usually waiting on me!  This is a refreshing scene change compared to past partnerships, and it allows us to cover a great deal of ground every month.