4 Common Website Mistakes

Unless they’re coming to me for a messaging refresh, a lot of times folks come to me for messaging support after they’ve already built out a website. And not gonna lie…that usually pains me, because we ultimately have to go back and do the necessary foundational work, which also means rewriting the website.

So let’s talk about common website mistakes I see people make all the time, so that you can save yourself time, money, and energy.

1. Putting up copy for copy’s sake.

A lot of people think, “Okay, I need a website–let me just put something up.” But “something” usually turns into one of two things:

• Generic, vague copy that could belong to anyone.
• Nice-sounding, maybe even personal, but unclear copy that leaves people unsure if you’re the one for them.

Either way, the result is the same. Your site looks fine… but it doesn’t clarify, connect, or convert. Your website can’t out-design unclear messaging.

But before you worry about perfect wording, start with the foundation:

• Your brand voice (how you sound)
• Your messaging strategy (what you’re really saying, and why it matters)
• Your point of view (what you believe that your people need to hear)

Because everything comes down to messaging. Not “perfect” messaging. Just clear, distinct, and deeper than surface-level.

2. Hiring a designer first.

I know, it’s super exciting to dive into your brand visuals. They’re fun. They’re tangible. They make it feel real.
But if you hire a designer before your messaging is clear, you usually end up with one of these messes:

• A gorgeous website that says… nothing.
• A brand that looks “high-end,” but sounds like every other coach/consultant on the internet.
• A design that forces your copy into awkward shapes (because you’re trying to make unclear messaging fit into a layout, instead of letting strategy lead the structure).

Design should amplify your message, not replace it. Because when your messaging is clear, design gets so much easier:

• You know what goes on the homepage (and what doesn’t).
• You know what needs emphasis, hierarchy, and breathing room.
• You know what you’re asking people to do.

Pretty means nothing without substance.
3. Going all in on SEO first.

SEO matters. I’m not anti-SEO. I’m anti-SEO-instead-of-strategy. Because SEO is only as good as the message it’s bringing people to.

If your storytelling isn’t there, SEO becomes:

• A bunch of popular keywords.
• Stuffed into copy that sounds like a robot trying to book discovery calls.
• That ultimately makes you blend into a sea of boring sameness.

Here’s what I wish more people understood: SEO gets people to your site. Messaging gets them to stay. And clarity gets them to act.

So yes—optimize. But don’t optimize emptiness.


4. Making it “all about me.” 

Sure, your website includes you. Your story. Your offer. But really? Your website is about your audience. It’s about helping them answer:

• “Am I in the right place?”
• “Do they understand my problem?”
• “Do they have a clear solution?”
• “Can I trust them?”
• “What’s my next step?”

Your audience is the main character. You’re #2 on the call sheet.

And when your site becomes a biography instead of a bridge, your audience can’t see themselves in the story… so they click away. A simple gut-check I love is this:

If someone lands on your homepage, can they quickly understand who you help, what you help them do, and how to take the next step–without working for it?

If not, it’s probably reading like “all about me,” even if it’s beautifully written.

Does your website need a tune-up? Maybe it could use the tender loving care?
If so, I’ve got a fiery offer coming your way–one that’ll help you run with the Wild Fire Horses starting Feb 17, right at the start of Lunar New Year. Stay tuned.

Until then, make sure you’re subscribed to my newsletter for all the juicy details. Plus, you’ll get my SMART Storytelling Roadmap to help you structure your story so that when you’re ready to refresh your website you’ll have a solid messaging foundation.

Stay curious,
​🎈Justine

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Red Balloon Station is a creative hub for storytelling and brand messaging, dedicated to amplifying the voices of equity-driven Women of Color entrepreneurs and creatives. Through strategy, storytelling, and sales, we’re here to help you harness your own words and stories, forging meaningful connections with your dream audience and making a lasting impact on people, the planet, and culture.


Justine Wentzell-Chang is an Eldest Daughter of Immigrants, Mother, Activist, and your Station Master/Chief Word Witch at Red Balloon Station bringing you strategic messaging and story-centered, conscious copywriting services. 

With a law degree and over a decade of experience making & writing movies that sell globally, I learned a thing or two about writing stories that sell. Now I’m here to give you a spoonful of strategy and conviction to make your words convert...in the most unforgettable way!

Your story deserves to be told—by you. For too long, others have controlled the narrative, distorting the brilliance, resilience, and impact of Women of Color. But we’re here to change that, because you’re not just building a brand; you’re shaping culture, challenging the status quo, and creating a ripple effect of empathy, equity, and positive change. My job? To make sure your messaging reflects that power—clearly, confidently, and with staying power.