It’s the people, the process—and the missing pieces.
We’ve all heard horror stories about web projects going months over time and over budget. What starts as an exciting rebrand or refresh gradually devolves into a drawn-out ordeal of conflicting feedback, missed deadlines, compromised design, and rushed development.
In my experience, it’s not just too many opinions that derail things. It’s also unclear goals, tech constraints, neglected content, and fear of the finish line. These issues don’t just drain budgets—they take an emotional toll on everyone involved.
After years of managing complex web projects, I’ve identified patterns that consistently lead to success—or failure. In this post, I’ll unpack 10 common pitfalls that sabotage even the best intentions, and offer practical ways to avoid them.
1. Stakeholders MIA, until they’re not
The problem
Too often, key stakeholders (like senior executives) are brought in too late or too randomly in the project lifecycle. This leads to fundamental changes being requested after significant work has already been completed. As they’ve been out of the loop until now, they’re uninformed and unaware of the rationale behind key decisions.
The solution
Implement a structured approach from day one, with clear milestones where stakeholder input is specifically requested. Start with a discovery workshop that includes all key decision-makers. Document and get sign-off on project goals, success metrics, and brand guidelines before design work begins. Then create a timeline that shows exactly when reviews will occur and what they’ll focus on.
Key takeaway
The earlier stakeholders are aligned on goals, the less likely you’ll face last-minute subjective changes that derail the project.
Read: How to conduct a UX Workshop before a website redesign.
2. Subjective opinion takes precedence over user testing
The problem
The designer is not given the opportunity to present to all decision makers. The PM sends a PDF of the site and asks what they think. Given they have no context, they have to fall back on personal opinion. Lots of personal opinions quickly derail a project.
Final approvals often hinge on personal tastes—“I don’t like red headings” or “Can we make the logo bigger?”—instead of user research and real-world behaviour. This leads to ‘iteration hell’, as designers push pixels around to keep non-designers happy.
The solution
Incorporate user testing or at least user-centric heuristics early in the process. Even with limited budgets, simple methods like preference tests, five-second tests, or basic task-completion exercises can provide valuable data. When stakeholders disagree, let user feedback or analytics decide—rather than hierarchy.
Key takeaway
Real users’ needs trump personal preferences, because the website is for them, not for us.
Read: How to conduct user testing yourself (for free!)
3. Print-first thinking: translating your brand to digital
The problem
Print-focused designers sometimes try to apply print design rules to responsive websites without understanding the fundamental differences. Brand designers often hail from a print background. Most traditional brand guidelines are print-first—designed for brochures, not digital interfaces. Nine times out of ten, the supplied colour palette has too many colours, not enough tones, and fails accessibility contrast checks.
The solution
Clarify the nuances between print and digital from the outset. Create a simple guide explaining things like responsive breakpoints, user interactivity, accessibility requirements, and technical constraints. Educate stakeholders on why some print choices won’t directly translate to web.
If your brand designer doesn’t provide strong digital guidance, spend a little extra time with your digital designer to expand your Style Guide or build a Design System. Often, the addition of a tone or two and subtle colour adjustments are all that’s needed to ensure your brand performs online.
Key takeaway
Knowing where print rules don’t apply in digital can save countless hours of back-and-forth. Users don’t care which HEX code you use. They care whether they can find what they want and read it.
4. The danger of last-minute reviewers & ‘design-by-committee’
The problem
At the 11th hour, a new recruit or absent stakeholder swoops in with a long list of subjective changes, often based on personal taste or surface-level critique. This sends the project backwards—sometimes to square one.
The solution
Define roles and review processes early. Use a RACI chart (Responsible, Accountable, Consulted, Informed) or similar to clarify who does what. Collect feedback via a single consolidated document to avoid conflicting emails. Most importantly, establish who has final authority for each aspect.
Key takeaway
When everyone’s a critic without a clear process, the project stalls. Define roles, streamline feedback, and set clear review timelines.
5. No clear strategy or measurable goals
The problem
“We just need a refresh.” It’s a common starting point—but not a strategy. Without clear goals, teams chase aesthetics, copy competitors, or build features no one needs.
The solution
Start with solid discovery—ideally with an external facilitator who can be objective. What’s the website for? Lead generation? Reducing support calls? Booking appointments? Who is it for? Define success and work backwards. Design becomes much easier when tied to specific outcomes. Do user research up-front to be sure you know what they need.
Key takeaway
If you don’t know where you’re going, you might never get there. Clarity up front saves chaos later.
6. Underlying business problems and internal politics
The problem
a) You don’t know—or can’t articulate—what your organisation does or who it serves. This results in endless IA revisions as you try to figure it out during the build.
b) Departments see the site as a turf war. Everyone wants homepage placement, banners, or main nav exposure.
The solution
Work with a business analyst to define your offering and target audience. Get clear internally on what the business goals and priorities are, before you think about writing a website brief.
Then you can let user journeys—not internal structures—drive your Information Architecture (IA) and content prioritisation. Shift the question from “Who needs visibility?” to “What does the user need next?”
Key takeaway
Web projects often surface deeper organisational issues—but they can’t solve them on their own.
Read: How to do a Card Sorting exercise to inform your Information Architecture
7. Underestimating content requirements
The problem
Content is often an afterthought. It’s handed over late, filled with placeholders, or assigned to someone with no support or web-writing experience. Designers design with lorem ipsum. Developers wait. Timelines stretch.
The solution
Start content planning alongside design. Assign ownership early. Give the writer a clear brief, timeline, and guidance on writing for the web. Prototype with draft content. And be open to adjusting wireframes if the content reveals a better structure.
Key takeaway
You can’t design around content you don’t have. Prioritise it early—or rework everything later.
8. Choosing form over function
The problem
Good design builds trust—but flashy design can cause friction. Features that rely on platform hacks, heavy animations, or massive background videos might impress stakeholders, but can slow performance and blow out budgets.
The solution
Talk to developers early. Understand the trade-offs of non-standard features. Check performance impacts before committing to high-load visuals or interactions.
Key takeaway
A beautiful design that can’t be built—or takes 10 seconds to load—isn’t a solution. It’s a setback.
9. Scope creep & fear of finishing
The problem
You’re almost there—until someone says, “Wouldn’t it be cool if…” Suddenly, scope balloons. Deadlines slip. The team loses focus—or motivation.
The solution
Define your MVP (must-have) vs. your wishlist (nice-to-have). Launch something solid, then iterate based on user data. Don’t let perfection delay progress.
Key takeaway
Every site evolves. Launch a stable version—then improve it. Don’t aim for perfect on day one.
10. No staff training or post-launch plan
The problem
Everyone’s focused on launch day. But what happens next? Who owns updates? Are they trained in web writing and SEO? How will bugs be fixed? What about ongoing improvements and user testing?
The solution
Build post-launch plans into your process. Define content owners, set review points for analytics, and maintain a backlog for continuous improvement.
Key takeaway
A website with no owner becomes a ghost town. Plan for what happens after go-live.
Read next: You just launched your website, now what?
Top tips for better stakeholder collaboration
For your next website project, consider this checklist:
- Identify all key stakeholders and their specific roles on Day 1
- Limit each project phase to 1–2 rounds of consolidated feedback
- Use user testing or real data to arbitrate subjective disagreements
- Implement a quick sign-off process to avoid endless revision loops
- Distinguish between brand guidelines meant for print vs. digital
- Document decisions and their rationales for future reference
Smooth processes lead to smoother outcomes—for your team and your users.
Moving forward together
It’s always disheartening to see a project go off-track, especially when hard work is overshadowed by internal politics or personal preferences. But every challenging experience reinforces the importance of a clear, user-centred approach and structured stakeholder involvement.
If you’re a CEO or communications lead, recognise that your early engagement is crucial—and that data, not personal taste, often leads to the most effective design. By establishing transparent processes for feedback and decision-making, you’ll not only get better results but also a smoother project for everyone involved.
In the end, collaboration, clarity, and a user-first mindset are what make or break a web project.
Have questions about stakeholder alignment, user testing, or managing complex web projects?
Let’s connect—if you’re tired of endless revisions and need a process that works, let’s talk. I help teams deliver websites that serve users and keep stakeholders aligned.