Poor planning is often a problem. Poor execution can also be a problem. Failure to design for the Web medium is a common mistake. Many companies think that putting their corporate brochure and sales literature on their Web site will provide them with a Web presence, but this practice usually fails because a good Web site is much less passive and more interactive than a print brochure. While Web page design is syntactically simple, building a professional appearance and an effective marketing message is not as simple.
Poor promotion is usually the biggest problem.
Companies often do not realize that sometimes a comparable level of resources should be invested in promotion of the site as in its actual development. Each new Web site today must compete for attention with tens of thousands of other Web sites. Once the Web site is launched, publicity efforts must continue as an ongoing effort. If a company is considering designing its own Web site, then they need to consider whether they have a sound understanding of how to convey an effective marketing message over the Web medium, and whether they have the graphic design skills to provide a professional appearance. It is sometimes perplexing to see companies that would never dream of snapping the photographs or preparing the layout for their print brochure go and try to do the same for their Web site.