The days when a website just had to look good are long gone. If you want to stay visible, you need more than just good design: you need a website that’s fast, accessible, relevant, and strategically well-thought-out.
We've taken the time to summarize five trends that are currently having the biggest impact on modern websites
1. Accessibility is no longer just a feature
For a long time, digital accessibility was viewed as an optional feature. Today, it is the standard.
When the Act to Strengthen Accessibility (BFSG) takes effect in June 2025, many companies will be required to make their digital offerings accessible. This applies not only to large corporations but also to numerous companies that offer digital products or services to consumers.
But when is a website accessible?
An accessible website is usually also more user-friendly, faster, and more search engine-friendly. Clear structures, understandable content, and clean technical implementation improve the user experience for everyone. You can find detailed information on this in our guide as well. Accessibility Reinforcement Act (BFSG): Prepare your website.
Key requirements include, among others:
- sufficient color contrast
- Full keyboard functionality
- Alternative text for images
- a logical heading structure
- Accessible forms
- intuitive navigation
This means that all users actually benefit from accessibility. And if you keep this in mind from the start, you’ll not only avoid having to make adjustments later on, but you’ll also create a better website.
2. Performance is part of brand perception
How long does it take for you to get annoyed with a website? That’s right. It only takes a few seconds to form an opinion. If it loads slowly, seems cluttered, or is slow to respond, you want only one thing: to get out of there. Often before you’ve even noticed the content.
Today, performance is no longer just a technical detail—it’s part of the brand experience. In addition to fast loading times, this also includes a data-privacy-compliant, technically sound setup in the modern ecosystem. We explain how this works seamlessly in our article Google Consent Mode: Everything You Need to Know Right Now.
Google's so-called Core Web Vitals are particularly relevant in this context:
- Largest Contentful Paint (LCP): Load time of the largest visible element
- Interaction to Next Paint (INP): Response time to user interactions
- Cumulative Layout Shift (CLS): Visual Stability During Loading
These metrics affect not only the user experience but also search engine visibility.
For modern websites, this means:
- Consistent mobile-first development
- optimized image formats such as WebP or AVIF
- shorter loading times
- Technically sound front ends
Design should be impressive. It just shouldn't slow things down.
3. AI is transforming websites on two levels
Artificial intelligence is currently transforming not only marketing, but also the way websites are created and used.
In the development process, AI speeds up many tasks: from research and prototyping to content creation and testing. This gives teams more time for what really makes a difference: strategy, creativity, and brand management.
At the same time, AI is changing user expectations. Many people use AI systems like ChatGPT or Perplexity as their first port of call for information, even before using traditional search engines. Personalized content: Intelligent search functions and AI-powered assistants are increasingly becoming the norm.
The key question here is not whether AI is used, but whether it aligns with the brand. After all, technology without a clear stance comes across as arbitrary.
4. Motion design needs a reason
Well-used animations help make content easier to understand, draw attention, and intuitively guide users through complex information. When used poorly, they can significantly increase load times. To incorporate visual highlights effectively, it’s worth taking a look at the power of storytelling in brand communication, because every action must have a clear goal.
The following will therefore be particularly relevant:
- Scroll Storytelling
- Microinteractions
- Smart Transitions
- Interactive product presentations
At the same time, accessibility is becoming increasingly important here as well. Modern websites take users’ movement preferences into account and make deliberate use of animations. Not every effect improves the user experience. So: Use them only where they really make sense.
5. Fewer pages. More relevance.
Many companies are still trying to produce as much content as possible. The more successful websites, however, are now taking a different approach: less content, but with more depth.
Search engines—and, increasingly, AI systems—are placing greater emphasis on how comprehensively and helpfully a topic is covered. A strong page with genuine expertise often yields better results than ten superficial subpages.
The key question, therefore, is: Which topics do we really want to address?
Those who answer their target audience’s questions better than the competition not only improve their search rankings but also earn trust. And that is precisely what leads to long-term visibility—in search engines and AI-powered systems alike.
Is your website ready for 2026?
Most companies know that their website isn't perfect. The more important question is: Is it still up to date?
Our review:
- Is your website accessible and compliant with the BFSG?
- Do your most important pages meet Google's Core Web Vitals criteria?
- Does the website load quickly and reliably on mobile devices?
- Can users find the information they're looking for with just a few clicks?
- Does the content address the target audience's most important questions?
- Are there clear calls to action and conversion paths?
- Is the website technically and in terms of content prepared to remain visible in AI-powered search systems?
So? Is everything great, or are you feeling a little unsure?
Don't panic. Very few websites today are actually built to meet the demands of tomorrow.
The good news: Most of the time, the problem isn’t caused by a single factor. What matters most is how strategy, design, content, and technology work together. If you’d like to find out where your website stands today and what potential it still has, we’d be happy to take a look at it with you. As part of our services for modern Websites We design customized solutions and, if desired, can also handle the rest directly.
The Top 4 Questions About Modern Websites — the ones we get every day
Does the BFSG even apply to my company?
Probably more than you'd like.
Starting in June 2025, companies that offer digital products or services to consumers must design them to be accessible. Whether your company is specifically affected depends on the nature of your offerings and the size of your business. One thing is clear, however: accessibility is evolving from a legal requirement into a quality feature. What works better for people with disabilities usually works better for everyone.
How fast should a website be these days?
Faster than your competitors. Seriously: Users decide within a few seconds whether to stay or leave—Google recommends an LCP value under 2.5 seconds. A slow website costs you not only attention, but also visibility, trust, and potential leads. That’s why performance is no longer just a technical issue. It’s part of the brand experience.
Does my website need artificial intelligence?
Not necessarily. The most engaging websites don’t necessarily have the most AI. They’re the ones that best solve their users’ problems. A chatbot that answers questions faster can be useful. Automated content with no added value, on the other hand, probably isn’t. The key question isn’t whether AI is used, but why.
Will websites be found via AI instead of Google in the future?
Not instead of Google. But increasingly through AI as well. More and more people are asking their questions directly to ChatGPT, Gemini, or Perplexity. These systems provide answers without users ever seeing a traditional search results page. For businesses, this means that visibility in the future won’t just come from search engines, but from anywhere AI processes and recommends information. Those who publish clear, helpful, and credible content improve their chances of achieving both.
And if you've made it this far, you've earned a coffee. We hope you enjoy your break.