The average website lifespan is 2 years and 7 months. Meaning: If you’re not about to take on a website project or in the midst of one, it’s likely you will be soon.

You know you want a site that performs—one that brings in quality traffic, drives qualified leads, and establishes or cements your brand’s credibility. The key to each of these goals is, you guessed it, content!

It’s incredibly common for companies to underestimate the “content” aspect of their websites. Especially during redesign and development projects.

Because content is everything—it’s copy, images, infographics, videos, ebooks, white papers, case studies, forms, interactions, buttons, and web pages themselves. For your website to be successful, it’s crucial to start thinking about content now, and bake it into every stage in the process.

Here are the most common content marketing mistakes we see in website projects