Today we countdown the 3 most common blockers we see holding back website refresh success for organizations and marketing teams
3. Writing website copy
95% of web projects experience some delays in this phase of the project
In our experience most internal teams are already too pressed for bandwidth and too in-the-weeds for this big-business responsibility. Merging the vision of ELT, product, marketing and sales is a big ask and requires dedicated expertise. In these situations outsourcing to an experienced partner can be an effective option.
When it’s time to craft website copy—trying to distill complex, jargon-heavy innovations into words that click with real humans is tough. They’re caught between showcasing cutting-edge solutions (think AI, cloud integrations, or blockchain wizardry) and avoiding the trap of sounding like a robot wrote the script. The challenge ramps up when they need to speak to diverse audiences—engineers want specs, execs want ROI, and end-users just want to know “what’s in it for me?”—all while keeping the tone sharp, approachable, and punchy, like we do here at FINAO. Add tight deadlines, endless stakeholder revisions, and the pressure to stand out in a crowded digital sea, and you’ve got a recipe for copy that either overpromises or underwhelms—leaving teams scrambling to balance clarity, credibility, and that elusive spark that turns browsers into buyers.
2. Updating website architecture
A comprehensive site audit including navigation, sitemap, customer journey, and SEO can be the lynchpin for launch success
A well-structured site helps users and search engines navigate your pages easier. Proper content structure and organization can improve your SEO and rankings. FINAO has developed an end-to-end site architecture process to help you quickly define sitemaps, wireframes and information architecture ensuring best practice SEO and UX/UI.
The stakes are high for modern organizations: one wrong move, and they risk tanking SEO rankings, alienating users, or breaking critical funnels that keep the leads flowing. Plus, they’ve got to align it all with a brand vibe that’s bold yet human, while dodging scope creep and appeasing stakeholders who want it all yesterday. It’s a high-wire act where experience, tech smarts, grit, and a little creative magic have to sync up, or the whole digital house of cards comes tumbling down.
1. The absolute dread of replatforming!
75% of new web projects we see involve some level of platform reassessment and evaluation
When it comes to platform selection don’t be lured by the silver bullet solution de jour. An experienced website partner can guide you to selecting the best solution to meet your site performance goals and day-to-day post launch maintenance and extendability needs.
Picking the right website platform—WordPress, Wix, Webflow, HubSpot, Contentful, or the rest of the gang—is like tech marketing teams trying to choose the perfect weapon for a digital showdown, and it’s a decision loaded with curveballs. Teams must weigh a million factors: scalability for growth, ease of use for the non-coder crew, customization to flex their brand’s edge, and integrations that play nice with their existing tech stack—all while keeping costs from spiraling out of control. WordPress might promise freedom but in the hands of the wrong partner you might end up being bogged down with slow plugins and crashing updates; Wix could feel too cookie-cutter for a bold visioned organization; Webflow might dazzle with design but demand an unforgiving learning curve that requires even more code dependance; and HubSpot or Contentful could lock teams into ecosystems that feel like a velvet cage. Here at FINAO, we get it—it’s less about the “best” tool and more about the right fit, but nailing that choice means wrestling with trade-offs, forecasting future needs, and dodging the paralysis of too many shiny options.
