Why most websites fail before design even begins

Most website projects focus too quickly on how the site should look. Colours, fonts and layouts are often discussed before there’s a clear understanding of what the website actually needs to do.

In reality, the most common website issues don’t come from poor design — they come from a lack of clarity.

Without a clear purpose, websites tend to grow organically. Pages are added reactively, messaging becomes diluted, and users are left unsure where to go or what action to take. This often results in sites that feel busy, confusing, or underwhelming, even if they look visually polished.

Before any design work begins, it’s important to define:

• Who the website is for

• What problem it’s solving

• What success looks like for the business

• The key actions users should take

When these fundamentals are clear, design becomes a tool — not a guessing game. Structure, content flow and layout decisions are made with intention, and the finished website feels intuitive rather than forced.

The strongest websites are built on clarity first, design second.