
2025 Digital Web Trends
The digital landscape continues to evolve at a rapid pace, with 2025 promising to be a pivotal year for web trends in the UK and globally. Organisations, businesses and consumers will see emerging technologies and evolving user expectations.
Digital Design Director, Spencer Ide, looks at the key trends shaping the web this year.
Green web development
Sustainability remains a significant focus, and the web is no exception. 2025 will see a rise in energy-efficient web design, with designers and developers focusing on optimising websites to reduce carbon footprints – did you know a black background on a website uses significantly less energy? This includes lighter code, renewable-energy-hosted servers, and streamlined designs and colourways that minimise energy consumption. Website carbon calculators are likely to become standard practice in audits among web agencies, and at GOOD, we employ these tools too.
Focus on accessibility
Inclusion will remain a top priority, as UK businesses align with legal requirements and social expectations for digital accessibility. Tools that automatically audit websites for accessibility issues and AI-driven features like real-time transcription will see widespread adoption.
The convergence of these trends will redefine the UK’s digital landscape, making 2025 a year of innovation, inclusivity, and sustainability. Businesses that stay ahead by embracing these changes will thrive in a highly competitive market.
Hyper-personalisation through AI
Artificial intelligence is transforming how websites interact with users at a rapid pace. In 2025, some organisations are expected to leverage advanced AI algorithms for ‘hyper-personalisation’. Whether it’s through an e-commerce site or curated content on a news platform, AI will analyse user behaviour, preferences, and context in real time to deliver tailored experiences (it’s getting closer to Minority Report by the year!). Although with the UK’s robust data privacy laws, organisations must balance personalisation with transparency, ensuring compliance with GDPR.
Voice and visual search
With the adoption of smart speakers, wearables, and other IoT devices continuing to grow in the UK, voice search is no longer a niche feature. Additionally, visual search—where users upload images to find related content—will become mainstream, driven by platforms like Google Lens and Pinterest. Websites will need to optimise for these search methods by incorporating metadata, structured data, and AI-driven tools to interpret voice and image queries effectively.
Immersive web experiences with AR/VR
Although niche now, augmented reality (AR) and virtual reality (VR) are set to redefine how users interact with websites too. In retail, AR will allow customers to visualise products in their homes before purchase, while VR will create immersive brand experiences. As the UK boasts a thriving tech sector, businesses will likely invest heavily in WebXR technologies to deliver these experiences across browsers.
Enhanced Mobile Experiences
With the rollout of 5G across the UK, mobile web experiences will see significant improvements in speed and interactivity. Mobile-first design principles will dominate, with websites offering near-instant load times (patchy, until the cellular network has significant investment). For organisations, optimising for mobile will not just be an option but a necessity, as mobile commerce (m-commerce) is predicted to soon account for the majority of online sales.