Web design continues to evolve rapidly, but some mistakes remain surprisingly persistent. Whether you're a business owner managing your own site, or a marketing professional working with an agency, understanding these common pitfalls can save you time, money and frustration.
1. Slow loading speeds
In an age of fibre internet and 5G, there's little excuse for a slow-loading website. And yet, we still find many sites taking far too long to load. Users have become increasingly impatient and expect content to appear instantly on their device. If your homepage takes more than a couple of seconds to load, you're likely losing visitors before they even see your offering.
Large image files, bloated scripts, outdated code and an over-reliance on plug-ins can all drag down your site’s performance. Tools like Google PageSpeed Insights are a great way to assess where your site stands. Scores in the green zone (90-100) indicate good performance, while anything below 50 is a red flag.
2. Non-responsive design
It's 2025. If your website still doesn’t adapt to different screen sizes, you're alienating more than half of your audience. From smartphones and tablets to ultra-wide desktop monitors, a good website responds fluidly to every screen.
A non-responsive site forces users to pinch, zoom and scroll sideways – none of which create a positive impression or a good user experience. Imagine landing on a page where the menu is barely clickable or the images spill off the screen. It's frustrating, and doesn't reflect well on your brand.
Many companies however have websites that do this well, with interfaces that shift seamlessly to fit any device. At Haddington & Haddington, we build every site mobile-first by default – because we know from experience and research that that's where most of the browsing starts.
3. Vague messaging
If a visitor lands on your homepage and can't immediately see where to go to find what your brand is about and why it matters, you've already lost them. Vague, generic messaging is one of the fastest ways to confuse and lose a potential customer. Clear copywriting that creates a true connection with your customer is key.
Clarity should live right at the top of your site – ideally in the hero section. When you land on a homepage, you want to know what a product or service is, what it does and who it’s for, all within three seconds.
We often see businesses fall into the trap of trying to sound overly clever and preferring technical jargon or trendy buzzwords instead of clear, functional and engaging language. Your value proposition isn’t the place for mystery.
4. Weak calls to action
A beautifully designed website with no clear next step is like a shop with no staff. Visitors need guidance. Calls to action (CTAs) should be specific and goal-driven.
"Learn More" or "Click Here" might sound familiar, but they don’t tell the user what they’re actually clicking for, where it will take them, or what will happen when they click through. Instead, use language like "Download the Pricing Guide" or "Book Your Free Consultation." Make your CTAs clear, relevant and instantly engaging – if anything because they can double conversion rates just by removing ambiguity.
5. Cluttered interfaces
Less really is more. One of the most common design mistakes is trying to cram too much into a single screen, like multiple menus, banners, carousels, pop-ups and flashing graphics. It’s overwhelming, and it distracts users from your message.
Whitespace isn't wasted space – it's breathing room. A spaced-out design directs attention where it matters. By reducing clutter and focusing on one core action, bounce rates drop.
6. Poor typography and readability
Typography should never get in the way of understanding your message. Fonts that are too small, overly decorative or poorly spaced can make even great content unreadable.
Legibility varies by screen size. 16px is generally ideal for mobile, slightly larger for desktop. Make sure to balance type hierarchy with clean, readable font choices.
We always stress test our type across devices before going live. No one should have to squint or zoom just to read your 'About' page.
7. Wall-of-text syndrome
Keep in mind that not every single word on your website will be read by users. Many will just skim. If your content is delivered in dense, uninterrupted blocks, chances are they’ll skip over it entirely.
Chunk your content into small, digestible paragraphs. Use clear subheadings and spacing to allow for easy scanning. Feel free to also break things up with imagery, pull quotes or calls to action.
It’s not about dumbing down, it’s simply about respecting how people actually read online using a desktop, or on the go when they're holding their phone.
8. Undefined target audience
Designing for 'everyone' usually ends up working for no-one. Without a clearly defined audience, your tone, imagery and user experience will feel disjointed.
We once inherited a project for a services company whose website had animations, trend-focused language and a neon colour palette. Turns out, their core audience was adults aged 50–70. No wonder the bounce rate was sky-high.
Developing your site based on thorough UX research enables you to better understand your audience and design your site for them. Make sure that data influences your design choices and real user expectations. Doing user interviews and surveys is always worthwhile.
9. Hidden or confusing navigation
If a user can’t find what they’re looking for in a few seconds, they’re gone. Navigation should be visible, simple and consistent across every page.
Hidden menus, overly complex drop-downs or misplaced icons are frequent offenders. If you're designing your own site, test your navigation with a friend who’s never seen it before. If they struggle, you’ve got work to do.
10. Forgettable 404 Pages
A dead-end doesn’t have to be a bad experience. Most brands use the default 404 error page, which can be sterile, generic and unhelpful. Instead, use your 404 page as a chance to show personality and redirect users somewhere helpful.
LEGO nails this with a witty, on-brand 404 featuring Emmet from The LEGO Movie. It’s fun, informative and aligned with the company’s tone of voice.
A great 404 keeps users on your site and reinforces your brand. Don’t waste the opportunity.
11. Accessibility oversights
Accessibility isn’t optional anymore, and it's important to remember it’s both a legal and ethical priority. Many sites still ignore basic accessibility practices, alienating users with disabilities and even risking lawsuits.
Making a site accessible means using proper contrast ratios, alt text for images, screen reader compatibility and keyboard-friendly navigation. Captions for video, simple language and well-structured HTML all play a role, too.
A visually striking site that’s unreadable for a screen reader isn’t good design, it’s incomplete design. Accessibility improves UX for everyone, and in our experience, it often enhances SEO and performance metrics, too.
The takeaway
Design isn’t just about making something look good – it’s about making it work well. Avoiding these common mistakes can mean the difference between a forgettable website and a memorable digital experience.
