Almost every adult in the UK is now online – 97.8% as of early 2025 – which means your website isn’t just a digital shopfront, it’s the frontline of your brand. It’s often the first impression your audience gets, and sometimes the only one.
But with web design trends, AI search tools, and user expectations changing faster than ever, what actually makes a great website in 2025?
To find out, I sat down with Joseph Man, Lead Developer at Alchemy Digital. With years of experience building bespoke, high-performing websites across industries, Joe has answers to the questions most marketing teams and founders ask when embarking on a new website project.
We talked about everything from common pitfalls and user experience to emerging trends for 2026, and why great content still matters more than ever.
In your opinion, what makes a great website in 2025? Has that definition changed much over the last few years?
A great website doesn’t have to be complicated. In fact, some of the best websites are simple yet purposeful. It should be easy to navigate, visually engaging, and aligned with a brand’s tone of voice. Visitors should instantly understand what the business does and what action to take next, whether that’s making a purchase, signing up for a newsletter, or getting in touch.
While design and technology have evolved, the core principle hasn’t changed: clarity always wins. The best sites don’t overwhelm visitors, they guide them naturally. Clear calls to action (CTAs), consistent messaging, and authentic storytelling are what turn browsers into buyers.
What are some common mistakes brand owners or marketing teams make that hold their website project back?
One of the biggest challenges developers face is content readiness. Many projects are delayed because businesses don’t have content prepared, or they try to force old content into a new structure that doesn’t fit. This makes content migration (moving old copy into new layouts) one of the most underestimated parts of a website build.
Another issue is scope creep. Midway through a project, clients often want to add new features or extra pages that weren’t part of the original plan. It’s understandable – new ideas crop up and priorities change – but significantly deviating from the original scope can derail timelines and budgets. Having a clear roadmap from the start is essential.
And finally, unrealistic deadlines. Building a successful website takes time: from discovery and design to development and testing. Rushing the process almost always compromises quality, particularly when it comes to content and user experience.
How important is user experience (UX) and accessibility in modern web design, and what are some simple things every business can do to improve them?
User experience is the most important factor to consider when building a new site. Too many websites cram their navigation bars with ten or more items and endless sub-menus. A cleaner, simpler structure not only looks better, it also helps users find what they need faster.
Another key principle: don’t fear white space. It’s not “empty”, it’s a design tool that draws attention to what matters most. The urge to fill every gap with text or graphics often leads to cluttered, confusing layouts.
Accessibility is equally critical, and it benefits both users and SEO. Every site should use alt tags and title tags for images so that screen readers and search engines can interpret them. Keyboard navigation should be possible via the “tab” key.
AI crawlers are now rewarding conversational, question-answer style content, so businesses should focus on writing naturally and providing useful answers, not just listing what they do. As AI-driven search tools like Google’s AI Overview continue to develop, content that directly answers user queries will perform best. It’s time to write for people first, and algorithms second.
SEO can feel mysterious to many business owners. What are the basics every website should get right to perform well in search?
People often feel overwhelmed by SEO because it’s complex and constantly changing. But it’s still the fundamentals that matter most:
- Fast site speed
- Mobile responsiveness
- Optimised metadata (titles, descriptions, alt text)
- Quality internal linking
- Regularly refreshed content.
And increasingly, content quality and structure are what drive visibility. AI tools and search engines now prioritise relevance, clarity, and authority. That means publishing useful, well-written copy that addresses customer questions – not just stuffing keywords into pages.
Beyond the technical side, what role does good content play in the success of a website?
Content is what gives a website its voice. You can have the most beautifully designed site in the world, but if the copy isn’t engaging or clear, visitors won’t convert.
Good content builds trust, tells a story, and guides the reader through your site. It supports SEO, drives engagement, and helps define your brand identity. Many businesses invest heavily in design but treat copy as an afterthought when in reality, design and content should be developed hand-in-hand.
With mobile usage higher than ever, what are your top tips for creating a mobile-friendly experience that doesn’t sacrifice design?
A good web agency will always design for all devices. Every website should have separate mock-ups for desktop, tablet, and mobile to show how navigation, layout, and content will adapt for different screen sizes.
A common mistake is expecting the same flashy experience on mobile that you get on desktop. Phones simply don’t have the same technical capabilities, so simplicity and performance matter more than fancy animations.
From a content perspective, avoid overwhelming your audience with long pages or dense text. Break things up, use clear headings, and guide users through short, focused sections.
For small businesses or startups, what platforms or CMSs do you recommend and why?
As a developer, I’m a big fan of WordPress because it offers flexibility. It allows developers to build completely bespoke, unique websites, while still giving clients the ability to manage content easily.
That said, platforms like Squarespace and Webflow are great for startups or solo founders who want to get online quickly without hiring a developer. They have limitations for complex builds, but for straightforward sites, they’re ideal starting points.
Once a website is launched, what ongoing maintenance should businesses be doing behind the scenes?
Websites aren’t “set and forget.” To keep them running smoothly, you need regular updates to plugins, themes, and security settings.
Most developers offer service-level agreements (SLAs) that include a few hours per month for maintenance, helping to prevent issues before they happen. Think of it like servicing a car: small, consistent check-ups keep it performing at its best and save money long term.
Looking ahead to 2026 and beyond, what do you think will be the biggest changes or emerging trends?
The biggest and most obvious change is already happening – AI-driven search and content discovery. Businesses will need to move away from purely informational content (“what we do”) and focus on answer-based content that matches how people now search using tools like Perplexity and ChatGPT.
On the development side, new frameworks are making it easier for marketers to update and optimise content themselves, bridging the gap between developers and communicators.
If you could give every business owner one piece of advice before starting a website project, what would it be?
Be clear on your goals. What do you want visitors to do when they land on your site? Make a purchase? Enquire? Book a call?
The entire design, layout, and content strategy should support that goal. Know your key messages, your audience, and the questions they need answered, and build from there. A great website starts with clarity and ends with conversion.
Final thoughts
A great website isn’t just about beautiful design or cutting-edge tech – it’s about clear communication. Your content is the thread that connects every element: design, navigation, SEO, and user experience.
If you’re planning a website refresh or building something new, start by investing in the words and stories that bring your brand to life. If you’d like support in shaping that message, I’d love to chat.
Learn more at rosieman.co.uk, or send me a message to start the conversation today.
