7 Design-Phase Mistakes to Avoid (+ Checklist)
TL;DR: You need to bake SEO in during the design phase. Otherwise you’ll get a beautiful site that’s invisible and doesn’t convert.
Today, for B2B companies, a website isn’t just a business card—it’s a sales tool. But most corporate sites don’t work for the business: they index poorly, don’t bring in qualified clients, and get in the way of sales. The reason is mistakes made at the planning stage.
In this article, I break down 7 key mistakes and give clear solutions.
1) No SEO architecture
Many teams start with design, not structure. As a result, pages don’t cover key audience queries, and search engines can’t tell which sections matter.
Solution: before development, build a semantic core (keyword research), design the page hierarchy (sections, categories, service landing pages), and plan the menu and internal linking.
2) A site without clear CTAs
Pretty ≠ persuasive. If there aren’t obvious buttons and forms (“Request a Quote,” “Talk to an Expert”), visitors leave.
Solution: design the funnel right in the mockups—every key page should lead to a primary action.
3) Slow load and technical errors
Heavy imagery, redundant scripts, and a bloated bundle hurt both SEO and conversions.
Solution: optimize images (modern web formats, lazy load), critical CSS, caching, CDN, and monitor Core Web Vitals.
4) Mobile version “just for show”
In B2B, mobile traffic is significant too. A cramped, awkward UI = lost leads.
Solution: mobile-first design, touch-friendly interactions, testing on real devices.
5) Ignoring analytics
Launch-and-forget doesn’t work. Without GA4/Tag Manager and a CRM, you can’t see what drives submissions.
Solution: configure events, goals, UTMs, and CRM integrations from day one; in reports, track the lead journey from source to closed-won.
6) No content strategy
An “About” page and a list of services aren’t enough. That won’t generate organic traffic.
Solution: case studies, expert articles, Q&A, comparisons, guides—an editorial plan mapped to your keywords, internal links, and rich media.
7) No integration with sales
The site lives outside your processes. Leads get lost, email sequences don’t fire.
Solution: integrations with CRM (HubSpot, Salesforce, Zoho), webhooks/bots for notifications, automated funnels (lead nurture).
Table: typical mistakes and consequences
| Mistake | What happens | How to fix |
|---|---|---|
| No SEO architecture | Pages don’t rank for commercial-intent queries | Keyword research → sitemap → logical hierarchy |
| No CTAs | Many views, few leads | Funnel-first design, visible buttons, forms, social proof |
| Slow loading | Rankings and conversions drop | Asset optimization, Core Web Vitals, CDN |
| Weak mobile experience | High bounce on phones | Mobile-first, device testing |
| No analytics/CRM | Impossible to scale | GA4, GTM, CRM, UTMs, reporting |
| No content plan | No organic growth | Editorial calendar, topic clusters |
| No integrations | Leads get lost | Integrations, automations, SLA for lead response |
Checklist: what to consider at project start
- Built a semantic core and identified cluster topics
- Defined the page hierarchy and SEO-friendly URLs
- Planned internal linking and navigation (so bots and humans know what’s primary)
- Designed CTAs, forms, and social proof into layouts
- Configured GA4/Tag Manager, events, goals, UTMs
- CRM integration and a lead handling process
- Technical optimization: images, bundle, caching, Core Web Vitals
- Content plan for 2–3 months (case studies, guides, Q&A, comparisons)
Conclusion
A corporate website isn’t a “pretty mockup”—it’s a systemic product: SEO-first architecture, performance, analytics, and tight alignment with sales. Account for this upfront to save time and budget—and turn your site into a lead machine.
Need an architecture plan for your site?
I’ll run a quick audit and deliver a page map + SEO framework (URLs, navigation, CTAs, analytics).
