The 2026 Website Report: 7 Trends That Will Help Your Business Grow

The latest digital reports for 2026 are out, and to be honest, most of them are wrapped in jargon. I’ve cut through the noise to pull out the trends that genuinely matter if you run a small or medium-sized business.

Here’s what you should pay attention to this year.

1. Personalisation is in demand (and more doable than you think)

More than half of marketers say personalisation drives better results, yet only a few feel their tech stack can deliver it.

You don’t need enterprise software. A properly built WordPress site can show tailored messages, highlight relevant services, or adjust content based on what a user has done. It’s about being helpful, not creepy.

And the good news? The tech is more accessible than ever.

2. Depth is back (flat design is losing its charm)

Flat, lifeless web layouts? They are on the way out. In 2026 we are seeing a return to ‘tangible’ design: soft shadows, layered cards, and glass-like effects.

This gives your site a crafted, premium feel. It signals that you are serious, professional, and established – distinct from competitors who appear generic.

3. Scrollytelling (make the site feel like a journey)

People don’t want to scroll through huge blocks of text. They want to be guided.

‘Scrollytelling’ uses animations triggered as the user scrolls, revealing content step by step. It keeps visitors on the page longer and gently nudges them toward your contact or booking button.

This matters because longer engagement often means higher conversion.

4. AI visuals are replacing generic stock photos

We have all seen the same boring stock image of business people shaking hands. In 2026 that look is fading.

AI tools now generate unique, brand-specific imagery. You get visuals tailored to your brand palette and style without the cost of a full photoshoot. That uniqueness helps you stand out.

5. Subtle glow effects and premium polish

One of the design trends gaining traction is subtle glow effects, light blooms, or soft highlights around key elements like call-to-action buttons.

These aren’t just decoration. They act as visual signposts, drawing attention where you want it. The result is that your most important offers stand out without screaming for attention.

6. Voice search optimisation: playing to your ‘plain English’ advantage

By 2026 a large chunk of searches will come via voice assistants – think Siri, Alexa, or Google Assistant.

The key is that people don’t speak in keywords. They ask questions. They say, ‘How do I fix a blocked drain in Teesside?’ rather than typing ‘Plumbing services’.

This is where small and local businesses have a chance. Big corporates get bogged down in jargon. You can win by speaking plainly and answering a real question clearly.

7. You have the speed advantage

Large firms are often slowed down by legacy systems, long decision chains, and internal bureaucracy. You aren’t.

You can update your website next week, launch a landing page tomorrow, or test a new visual style this afternoon. That agility is your advantage – lean into it.

If your website currently feels slow, flat, or stuck in the past, it might be time to think about a refresh. For an honest assessment of how your site measures up – and where you could improve – you can request a free review here: