Web design and SEO are no longer separate disciplines. In 2025, the way your website looks, loads and functions plays a direct role in how well it ranks on Google. That’s because search engines now measure more than just keywords, they evaluate real-world user experience, site performance, accessibility and intent.
Unfortunately, many businesses still fall into web design traps that hurt their visibility without even realising it. From prioritising Lighthouse scores over actual usability to misusing AI-generated content. These missteps can quietly drag your rankings down, and with them, your traffic and conversions.
In this blog, we will walk through 8 common web design mistakes that damage your SEO performance, and more importantly, how to avoid them. If you want your website to be found and deliver results, this is where to start.
Why web design directly impacts SEO
Google’s algorithm has evolved far beyond just links and keywords. Search rankings are now increasingly influenced by how users experience your website. That means your web design choices, such as layout, speed, accessibility and structure, can directly affect how well you perform in search.
Here’s why:
- User experience signals now influence ranking. Metrics like bounce rate, dwell time and page engagement all give Google a sense of whether your site is genuinely useful.
- Core web vitals and mobile usability are ranking factors. Poor load times, layout shifts, or clunky mobile navigation will hurt your visibility.
- Crawlability and structure matter. A confusing site architecture or bloated codebase makes it harder for search engines to index your pages effectively.
- Design impacts content delivery. If your layout hides important content, breaks up logical reading flow or ignores search intent, your SEO efforts fall flat.
In short, your website isn’t just a brand asset, it’s a performance tool. If it is not designed with SEO in mind, it’s not doing its job.
We will explore the 8 most common web design decisions that could be silently holding your rankings back.
1. Focusing on Lighthouse scores over real-world UX
Lighthouse audits are a great diagnostic tool, but they are not the final word on website performance or SEO. Chasing a perfect Lighthouse score can actually distract from what really matters, how users experience your site in the real world.
Google cares about real-world usability, not vanity scores. If your site is technically fast but users bounce because they can’t find what they need, rankings will suffer.
At Bigger Picture, we look beyond Lighthouse. We focus on conversion-first performance, designing for humans and meeting technical best practices.
2. Neglecting technical optimisation in web design
Technical optimisation goes far beyond clean code and fast servers. It includes the often-overlooked details that help search engines understand your content and help users find it. Ignoring the basics can quietly sabotage your rankings.
A few of the most common misses include:
- Unoptimised file names: Uploading images called IMG_2025.jpg instead of something descriptive loses valuable context for Google and users alike.
- Missing or generic alt tags: Alt text isn’t just about accessibility; it is an SEO signal. Leaving it blank or stuffing it with keywords can backfire.
- Poor use of terminology: You might refer to your service as ‘digital growth strategy’ but if your audience is searching for ‘SEO consultancy’ or ‘website optimisation’, you are missing alignment with search intent.
These may seem like small details, but they add up. Consistent, relevant signals help you to rank properly.
We ensure your site speaks your audience’s language. From meta data to media, everything is optimised to be both user-friendly and search engine ready.
3. Poor use of content and misunderstood search intent
It’s no longer enough to just have content on your website. If that content doesn’t match what your audience is actually looking for, or help them take the next step, you’re missing the mark, both for SEO and conversions.
A common mistake is writing from your brand’s perspective instead of your user’s. That often means:
- Focusing on what you want to say, not what people are searching for
- Using internal jargon instead of the language your audience understands and types into Google
- Skimming over key questions, objections or buying considerations
Search intent matters. If someone is researching options, they want comparison pages. If they are close to buying, they want pricing info and clarity. If your content doesn’t serve that intent, Google won’t prioritise it, and users won’t convert.
At Bigger Picture, we create content that is strategically aligned with both SEO and user decision-making.
4. Ignoring real user questions and pain points
Great web design doesn’t just look good, it addresses what your users actually care about.
Google rewards relevance. If your content doesn’t reflect what people are genuinely searching for, or fails to keep them engaged, your rankings will slip.
Too many websites make the mistake of focusing on features instead of solving problems. Your content and design need to anticipate user’s objections, questions and uncertainties, then resolve them clearly and confidently. This builds trust, increases time on page and sends all the right signals to search engines.
We take a user-first approach where every design, headline and content block are there to help your audience move forward.
5. Using generic or AI-generated content without purpose
AI-generated content is everywhere now. And while it is fast and scalable, it is also flooding the web with generic, repetitive and soulless pages that offer little real value.
Google is catching on and it is prioritising content that is helpful, unique and written with human intent.
The problem? Many brands are publishing AI-generated blogs and service pages that lack depth, personality or relevance. They tick boxes but don’t connect. Worse, they often fail to reflect the brand’s voice or show any meaningful point of view.
To stand out and climb search rankings, you need to go beyond automation. That means:
- Writing with a clear tone of voice that fits your brand
- Sharing real insights, examples or case studies
- Speaking directly to your audience’s goals, frustrations and mindset
At Bigger Picture, we don’t just create content to fill space, we create it to make an impact. Whether it is SEO copy, thought leadership or conversion messaging, every word is intentional and relevant.
6. Overdesigning: Just because you can, doesn’t mean you should
Modern websites can do just about anything:
- Scrolling animations
- Parallax effects
- Video backgrounds
- Interactive elements
But just because you can, it doesn’t mean you should.
Overdesigned websites often look impressive at first glance, but they quickly fall apart when it comes to usability, speed and search performance. The more bloated your site is with unnecessary features, the more likely it is to frustrate users and slow down load times. Both of which are clear negative signals for SEO.
Google doesn’t care how ‘cool’ your site looks. It cares whether users can find what they need quickly, engage with your content and complete the actions they came for.
We believe in web design with purpose. Every visual and interaction must serve a strategic goal, whether that is informing, guiding or converting. Clean, focused web design not only performs better in search engines, but it also works better for your users.
7. Forgetting about mobile
Even if you are a B2B business and your target audience typically works from a desktop, designing only for desktop is a costly mistake.
We live in a mobile-first world, Google indexes the mobile version of your site first, and that version plays a critical role in how you are ranked.
More importantly, mobile users still engage with B2B websites: checking you out between meetings, during commutes or as part of a broader research process. If your mobile experience is clunky, slow or incomplete, it creates friction which in turn kills conversions and rankings.
At Bigger Picture, we know a responsive web design or the claim of mobile-first, isn't enough. From touch targets and accessibility through to clever caching strategies, we know how to make mobile experiences that delight both people and bots.
8. Overlooking image optimisation and accessibility
Images play a huge role in web design, but when handled poorly, they can become a silent SEO killer. Oversized files slow your load times. Missing alt tags reduce your accessibility and irrelevant file names waste valuable search context.
Google rewards websites that are usable for everyone. That includes users with visual impairments, screen reader users and anyone accessing your site under less-than-perfect conditions.
Smart image optimisation means:
- Using the right file formats (e.g. WebP or AVIF)
- Compressing without losing quality
- Writing clear, descriptive alt text
- Naming images in a way that reflects their content and relevance
At Bigger Picture, image optimisation and accessibility are core to how we design and build websites. From naming conventions to performance tuning and inclusive UX, we ensure every visual element works hard for both your users and your search visibility.
How Bigger Picture builds SEO-first web experiences
At Bigger Picture, SEO isn’t just a checklist we tick off at the end of a project, it is an integral part of how we plan, design and build from day one.
We focus on:
- User intent and search behaviour
- Clean, high-performance code
- Content that speaks your audience’s language
- Accessible, mobile-first design
The result? Websites that rank better, engage users longer and drive more meaningful results.
Our Hampshire based web design team helps businesses move beyond generic templates to build SEO-first digital experiences that are fast, user-focused and designed with real impact.
From strategic content to technical optimisation, we craft websites that not only stand out but rank higher and convert better.
Ready to build a website that drives results? Get in touch with us today.