Website Redesign Mistake 1 and 2 (5 Pitfalls Part 2)
1. Ignore your target audience
Unlikely as it sounds, lots of companies are still ignoring their online audience. Many of the worst mistakes in website redesign happen because a company develops the wrong messaging or content, or overloads its web users with far too much information. This can put a full stop to a company’s entire inbound marketing initiative. Your website visitor and potential customer doesn’t want to be slowed down with an online manifesto about your company’s products or services. They’re looking for punchy, accessible information that they can take in quickly. It’s been proven that web visitors scan information rather than reading it, as they do with print.
To summarise: web content that ignores your target audience will get ignored by your target audience.
2. Forget about an end goal
Your inbound marketing goal is to connect with your potential and existing customers to build leads and revenue consistently and effectively. So why is it that so many companies lose sight of the bigger picture when they redesign their websites? It’s because it is all too easy to neglect your core sales & marketing objectives in the process of updating or repositioning your website.
Find out how to avoid mistake 1 and 2 and get the full 5 Pitfalls of Website Redesign and Repositioning.
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About the author:
Partner at Tomorrow People
Pete is a strategic marketing leader specialising in positioning, go-to-market strategy, growth and AI-enabled marketing performance. He has worked with organisations including Schneider Electric, TechData, Atos, Microsoft, Reachdesk, ABB, TelmarHelixa, Trustpilot, Company365, GlobalData and more, helping brands sharpen their market position, strengthen go-to-market execution and accelerate growth.
His work focuses on turning complex propositions into clear market narratives, aligning commercial teams around stronger positioning and improving marketing performance through the smart application of AI. From category development and messaging to launch strategy and growth planning, Pete brings a practical, commercially grounded perspective shaped by hands-on experience across B2B and enterprise environments.
Pete has also spoken at Content Marketing World, where he has contributed to industry conversations on positioning, growth and the changing role of AI in modern marketing. He writes about the strategies, decisions and operating models that help ambitious brands move faster, communicate more clearly and perform more effectively.
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