Common website design mistakes (And how to avoid them if you’re building a purpose-driven brand)
Building a new website is a rite of passage for any founder. You’re turning your vision into a living, breathing digital space. But if you're in Sustainable Fashion, Femtech or Climate Tech, the stakes are even higher. Your website isn’t just a portfolio. It’s a statement. It tells people: this is who we are, this is why we care, and this is how we’re making the world better.
Yet, so many purpose-led brands fall into the same traps when designing their site. This is often because they’re moving fast, doing it solo, or relying on generic templates that just don’t do their story justice. Whether you’re bootstrapping or have investor backing, avoiding these common website design mistakes will save you time, budget, and missed connections.
Let’s dig into the pitfalls and how to dodge them at every step.
1. Not having a clear value proposition (or hiding it below the fold)
😵 The mistake: Your homepage opens with a dreamy image, a vague slogan and… that’s it. No one can tell what you actually do within the first five seconds.
Why it matters: Users decide within moments whether to stay or bounce. Your mission might be beautiful, but people want clarity, and they want this fast. Especially if they’re browsing on mobile between meetings or feeding their baby (yes, this is your audience).
💚 How to fix it:
Your value proposition should be crisp, clear and placed right at the top of your homepage. Think: “Innovative menstrual care backed by science and sustainability.” Or “Upcycled fashion for elegant women who care.”
Use bold typography, short snappy copy and back it up with a powerful CTA (call to action). Don’t bury the good stuff. Lead with it.
2. Forgetting to design for mobile first
😵 The mistake: Your website looks stunning on desktop but turns into a hot mess on mobile.
Why it matters: Over 70% of web traffic in the UK is mobile. Your dream client is likely scrolling on the go. If your site’s clunky, slow or confusing on mobile, they won’t wait around.
💚 How to fix it:
Adopt a mobile-first mindset. Test your site obsessively on different screen sizes. Use responsive design. Keep navigation clean and make buttons big enough for thumbs. Optimise image sizes so the site loads fast even on 4G.
Remember: If it doesn’t work on mobile, it doesn’t work. Full stop.
3. Using generic templates that don’t reflect your brand
😵 The mistake: You picked a free template, changed the colours, swapped in your logo and called it a day.
Why it matters: Your brand is not a plug-and-play aesthetic. It has soul. It has values. When your website feels like a clone of a hundred others, it erodes trust, especially with a values-led audience.
💚 How to fix it:
Invest in intentional design that reflects your mission, your story, your edge. Whether you hire a sustainable design studio (hi 👋) or work with a freelancer, make sure your site is rooted in your strategy, not a Pinterest board of trends.
And please, for the love of all things eco, skip the stock photos of leafs, seedlings and plastic-smiling models.
4. Neglecting accessibility (which also hurts your SEO)
😵 The mistake: Tiny fonts, poor colour contrast, no alt text, and navigation that’s impossible to use with a keyboard.
Why it matters: Accessibility is not optional. If your site isn’t inclusive, it’s excluding users who are neurodivergent, visually impaired, or disabled. Also, Google penalises websites that aren’t accessible, so your SEO suffers.
💚 How to fix it:
Use legible fonts, high-contrast colour palettes, and make sure your buttons are labelled properly. Add alt text to every image. Run accessibility audits (there are free tools for this). If your brand values inclusion, your site needs to live that out.
5. Being too minimalist to the point of confusion
😵 The mistake: You’ve stripped everything back in the name of minimalism, but now users can’t find the info they need.
Why it matters: Clean doesn’t have to mean empty. Purposeful brands often under-communicate, assuming their mission is obvious. But if people can’t find the answers to their questions, they’ll click away.
💚 How to fix it:
Design with intention, not omission. Make your navigation intuitive. Anticipate what your users are here for: FAQs, product benefits, how you’re sustainable, pricing. Make it all easy to find and to do this ideally within two clicks.
6. Poor SEO foundation (or ignoring SEO altogether)
😵 The mistake: Your site is a visual dream, but it’s not showing up in search results.
Why it matters: If people can’t find you, you don’t exist. Especially for early-stage startups with no PR or media features yet, SEO is one of the few tools that levels the playing field.
💚 How to fix it:
Do your keyword research (or get someone to help you). Include keywords naturally in your page titles, meta descriptions, headings and image tags. Use internal links between your pages and write blog content regularly.
Using us as an example, that might mean ranking for terms like:
🟢 Sustainable design agency UK
🟢 Eco conscious web design for startups
🟢 Ethical branding for femtech companies
🟢 Green UX agency London
7. Having no story or personality
😵 The mistake: Your site looks professional… but that’s all it does. It doesn’t connect.
Why it matters: Founders in the climate and ethical space are leading missions, not selling widgets. Your story is part of your impact. If your website doesn’t reflect your voice or values, you’re missing the chance to build trust.
💚 How to fix it:
Inject your voice into the copy. Use your founder story. Share what sparked your mission, what change you want to see in the world, and how your business is part of the solution. People buy from people, especially in the early days.
Let your values show. Let your vibe shine.
8. Overlooking the power of testimonials and case studies
😵 The mistake: You’re doing incredible work, but no one can see the proof.
Why it matters: Social proof is a huge trust driver, especially for new visitors. Testimonials and case studies show that real people have trusted you and that you’ve delivered.
💚 How to fix it:
Even if you’re early-stage, collect feedback. Ask for testimonials from your beta users, early clients or collaborators. If you’ve worked with nonprofits or other ethical businesses, even better, as it shows alignment.
Create a page or section for impact stories, press features, or case studies. Show, don’t just tell.
9. No clear call to action (or too many calls at once)
😵 The mistake: Your site has a newsletter signup, a shop, a blog, a contact form, a donation page… and no one knows where to click.
Why it matters: Decision fatigue is real. If users don’t know what to do, they’ll do nothing and leave your website in no time…
💚 How to fix it:
Define your primary goal for each page. What do you want users to do is it to book a discovery call? Subscribe to your newsletter? Preorder your product?
Design around that one action. Use clear, high-contrast buttons. Repeat your CTA at key moments. Make it easy for people to say “yes”.
Consider your website an act of service to your ideal customer
Your website is not just about aesthetics. It’s about utility. Experience. Connection. It’s where your values meet your audience’s needs.
And in an era where consumers are choosing to support brands with a conscience, getting your website right isn’t just good design, it’s a competitive edge.
Want help making sure you avoid these mistakes from the start? Work with a studio that gets your mission. We design for founders who want to change the world and look damn good doing it.
