Common Pitfalls to Avoid When Launching a Website

Launching your website is the most exciting time since its conceptualization. This is the unveiling of your web design vision into reality.

However, some web owners launch inattentively and end up embarrassing themselves.
To help you have a successful website launch, we enumerated…

6 Common Pitfalls to Avoid

1. Functionality

Functionality refers to the performance of all elements of your website.

Failure is not an option in your website functionality since this is your website conversion tool. From email subscription call-to-action (CTAs) links to landing pages to the shopping cart, functionality turns your visitor into a customer.

Common pitfalls:

  • Unclickable links
  • Wrong use of pagination
  • Incorrect data submission of forms
  • Inaccurate redirecting of social media icons, internal, and external links
  • Imprecise or no integration of the marketing and sales funnel
  • Non-standard GUI (graphical user interface) controls
  • Inconsistency
  • No clear usage of icons/tools/links
  • No site feedback for complete or incomplete user engagement
  • No error messages
  • Re-asking for the same info
  • No default values
  • Not indicating how you’ll use the customer’s info
  • Reset button on web forms/no reload to the current or former page

2. Design

Design is everything that gives users a seamless experience.

The most disastrous mistake you can make in design is not using responsive web design. Second, not having a mobile-first (mobile friendly, at the least) website. Third, too simple design making it look outdated and unreliable to users.

Common pitfalls:

  • Not responsive web design and not optimized for mobile which includes:
    • Unresponding important features on certain devices
    • Unplayable content
    • Faulty redirects
    • Mobile only 404s (this is a URL on your website which returns to a page notifying mobile user that the page does not exist)
    • Interstitials or the partial/complete overlay of the contents of the page
    • Tiny clickable icons
    • Too large or too small fonts
    • Slow mobile pages
    • Incorrect viewport for mobile devices
    • Too close touch elements

3. Content

Content refers to every text and media you use– whether it is visible to users or not.

All promotional strategies rely on content. If your audience gets nothing after you make a great impression with ads you made, expect hard bounces that might never return.

Before launching a website it is recommended to create a minimum of 3 to 10 pieces of amazing content. It can be a short video introducing your business, an article explaining your unique selling point (USP), and/or testimonies from your earlier clients (if you have them).

Common pitfalls:

  • Unscannable content
  • No white space
  • Too much white space
  • Unreadable texts
  • Loud font
  • Unreplaced general text e.g. Lorem ipsum (dummy text)
  • No subheading for long content
  • Grammar usage errors

4. Branding

A brand is a symbol. It shows your business values, purpose, and personality. An all-in-one package that associates your business into an abstract construct. This is elicited through consistent imagery, sounds, phrases, and logos your website produce and disseminate.

Common pitfalls:

  • Inconsistency
  • Failure to provide your business purpose through your brand
  • Brand with no business value and personality
  • No brand guidelines (What, when, where, and how to use.)
  • Not registering your brand
  • Cheating your brand guidelines
  • Overcomplicating the brand
  • Relying heavily on brand trends
  • Not conceptualizing based on global perseverance (race, culture, nationality)
  • Getting overly attached to your ideas and disregarding brand relevance to the audience
  • Making a “brand” just to wing it
  • Poor visual branding
    • Colors and logo not attractive to the target audience
    • Poorly researched logo (ends up looking like an imitation of an existing logo)

5. SEO

Search Engine Optimization (SEO) is everything you do to optimize your website to make it friendly to search engine crawlers-friendly and visible on search engine result page (SERP).

According to a study, 95 percent of web traffic goes to sites on page 1 of Google SERPs. If your website is SEO invisible on the first page, know that only desperate searchers move pass the first page.

We already recommend a minimum of 3 to 10 content for your website launch. SEO ensures that all this great content is appearing correctly for search engine crawlers. If done right, you might appear on the first page of SERP.

Common pitfalls:

  • Page titles and H1 headers don’t feature the most important keywords
  • Unpopulated metadata fields.
  • Link names don’t feature the most important keywords
  • Not using robots.txt or similar or another crawler-friendly method
  • Blocked JavaScript, CSS, and Image Files
  • No alt text
  • Not uploading an XML sitemap

XML sitemap is a document that provides a list of the pages and posts your website have to the search engines. It makes your site more efficiently crawled by search engine bots and be indexed more quickly.

Tip: You can use Google XML Sitemaps plugin if you have a WordPress website and XML Sitemaps generator if you use other platforms. Just upload the XML sitemap to the root directory of your site (e.g.

6. Analytics

Analytics tracks the user activities on your website for future optimization and customer insights.

It is the best marketing tool to learn the overview and real-time website performance to your audience. More than tracking the user actions on your website, it also traces which channel they originated from.  

Common pitfalls:

  • Not setting up analytics before launching
  • Not filtering the internal IP (your internal computer IP addresses, which can ruin the counts if Analytics include your own visits and checks!)
  • Not creating a minimum of 3 views (Raw data, master data, and filtered data.)
  • Not creating tags on audience engagement and conversion

Scrutinize Before Launch

The worst mistake you can do before a launching your website is not checking it. Allot time to check the functionality, design, content, branding, SEO, and Analytics before unveiling your website to the world.

Scrutinize. Every. Thing.

If you found a website glitch or unsure of your website launch, don’t worry. We can help you with that.

VirtuoLegance is a Denver-based digital agency that provides web design and internet marketing. More than just building website that reveals our client unique story, our expert web developers help website owners in redesigning and troubleshooting their website.

Want to have a checklist before your website launch? Click here for an infographic.

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