1. Starting with design instead of business goals
A HubSpot website should support measurable business outcomes, not just look good. Before discussing layouts, colours or animations, define what the website needs to achieve. Is the main goal to generate qualified leads, supporting sales conversations or increasing self-service or improving recruitment? Every page should contribute towards those goals. Your website isn't an isolated project, but it should work alongside your CRM, marketing automation and sales processes.
2. Designing for your team instead of your visitors
One of the easiest mistakes to make is designing a website around internal opinions rather than real user needs. Visitors don't know your organisation like you do. They need clear navigation, relevant information and obvious next steps. Wireframes should be designed to answer their questions and help them move confidently through the buying journey.
3. Designing features that don't exist behind the scenes
Designs often include elements, where the user takes action. Newsletter sign-ups, calculators, booking journeys or personalised experiences - but what happens after someone submits a form? Is there a process, automation or owner behind the feature? What happens in the CRM?
Every form, CTA, chatbot and meeting link should connect seamlessly with your CRM, automation, lead routing and reporting. Designing pages without considering what happens after someone converts often results in manual work, inconsistent data and missed opportunities. The website and CRM should be designed together as one connected system.
4. Content is not always the easy part
Many times people assume content is handled by copying pages from the old website, but a redesign is always an opportunity to review messaging, improve SEO, and ensure every page supports your users and business goals.
Content on a website isn't the same as content in a document. Web visitors scan rather than read, so they expect shorter, more digestible paragraphs, clear headings, and content that's easy to navigate. Planning content early and in the right format helps keep the project on schedule.
5. Getting stuck chasing perfection
Many redesigns stall because teams keep adding "just one more thing, another landing page, another feature, another round of revisions.
The best HubSpot websites are never truly finished; they evolve continuously. Adopting a little bit of Growth-Driven Design mindset could make a big difference: Launch when the foundations are solid, then use data and user behaviour to guide ongoing improvements.
6. Overcomplicating tracking and analytics
HubSpot already includes excellent tools for forms, analytics, attribution, CTAs and cookie management. Yet many projects introduce heavily customised tracking or third-party solutions that make reporting harder rather than easier. We've seen custom cookie banners break attribution and overly complex tracking create more questions than answers.
Start with HubSpot's native capabilities wherever possible.
7. Treating seo as a launch checklist
A website redesign is a good opportunity to improve your SEO and AI search visibility. New page structures, improved content, clearer information architecture, and better Schema.org markup can all strengthen how your website performs in both traditional search and AI-powered search experiences. These considerations should be part of the project from the beginning, not added just before launch.
At the same time, the transition to the new website needs some careful planning. Redirects should be in place, internal links updated, metadata migrated where appropriate, and old pages retired cleanly. A well-managed launch ensures visitors and search engines move seamlessly from the old website to the new one, without broken links or confusing user journeys.
8. Expanding the scope without adjusting the plan
It's natural for ideas to emerge once the project is underway. Additional landing pages, new functionality or more integrations can all add value, but they also require time and effort. If the scope changes, the timeline should be reviewed too.
9. Hacking
New services, campaigns, pages, and features will most likely require development over time. Setting aside capacity for ongoing improvement helps avoid the temptation to force new ideas into components that weren't designed for them. Avoid bloated code, slower pages, and a confusing user experience.
10. Treating launch as the ultimate finish line
Launching your website shouldn’t really be the ultimate end, but the beginning of the website’s next phase. The best-performing HubSpot websites are continuously improved: content is refreshed and expanded, pages are optimised, new landing pages are created, and user behaviour is monitored to identify opportunities for improvement.
Think of your HubSpot website as a living business asset, not a one-off project. Continuous improvements will deliver far greater long-term value than waiting several years for the next redesign.