As we move into 2025, the digital landscape is evolving in exciting ways.

And with 69% of the buying process happening before a client even reaches out, your website is no longer just a digital presence for your service-based business..

Your website is a brilliant platform for building trust, showcasing your expertise, and connecting with your ideal clients.

That’s why staying ahead of the latest trends can make all the difference.

In this blog, we’re highlighting the key website trends for 2025 that will help you create a site that doesn’t just look beautiful… but works hard for your business.

Whether you’re refreshing an existing site or planning a complete overhaul, there’s something here for every stage of your business.

Here’s what you need to know to keep your website fresh and current in 2025:

World-Building: creating a digital universe

Gone are the days when a website was just an online brochure. Today, it’s about creating a digital ecosystem - a world that immerses your audience in your brand.

Andre Chaperon, a leading expert in email marketing, is a great person to follow to learn more about this. He talks about the importance of creating “mini-worlds” for your audience. His work emphasises building experiences that feel cohesive and engaging. You can learn more about his approach here.

For service providers, this might mean tying together your website, social media, email marketing, and even offline touchpoints into a seamless experience. Think of your website as the hub of this world: a place where your audience can land, feel inspired, and - for your perfect clients.

How to create this:

Create a cohesive brand story and ensure it’s reflected across all your online platforms (website, social media, email marketing).
Use consistent imagery, typography, and messaging to create a unified feel.
Build a resource hub or blog on your website to become a go-to destination for valuable insights.
Design your homepage to feel inviting and immersive with strategic visuals, engaging headlines, and clear calls to action.
Incorporate interactive elements like videos, quizzes, or clickable infographics to draw users deeper into your world.

2. Brand experience

Your brand isn’t just your logo or colors, it’s how your audience feels when they interact with your business.

In 2025, this emotional connection is more important than ever. According to a recent Forbes article, 73% of consumers say that brand experience influences their purchasing decisions more than price.

For service providers, this means your website should be more than functional; it’s a key part of your brand experience.

It needs to tell a story.

Personal branding - understanding who your audience is and speaking directly to their needs and aspirations - will help create an experience that resonates. Every element should be aligned your values and the transformation you offer.

How to do this:

Use high-quality imagery and videos that represent your values and brand story.
Use a mix of fonts and font hierarchy (i.e. headings, eyebrow headers, emphasise key words in text) to bring your brand to life
Include testimonials, case studies or success stories that highlight the transformation you provide.
Ensure your website navigation is intuitive and user-friendly to create a seamless experience.
Add micro-interactions (for example, hover effects or tooltips) to make the experience engaging - without overwhelming users….a little goes a long way!

3. Personalisation: make it about them

In a world of endless options, personalisation is - by far- the best way to stand out.

From tailored lead magnets to quizzes that deliver customised results- consider using tools to create experiences that feel uniquely relevant to your audience.

Chatbots and AI-driven recommendations are gaining traction, offering visitors instant support and personalised solutions. These tools don’t just enhance usability - they also make your audience feel seen and valued, increasing trust and engagement.

Offer tailored lead magnets, like free guides or checklists, based on different audience segments.
Use tools like ScoreApp to create quizzes that deliver customised results and insights.
Implement chatbots to provide immediate and personalised support to your visitors - check out Marie Forleo or Ashlyn Writes for examples of how these can be used

4. Animation - add movement for a modern feel

Subtle animation is so beautiful and makes for a far more engaging, thoughtful website experience.

And its really is taking centre-stage in 2025.

From hover effects on buttons to scroll-triggered animations…. these touches add a layer of polish, interactivity (and fun surprise!) to your website.

Most importantly - animations can guide your audience’s attention, making it easier for them to navigate your site and absorb key information.

However! Remember—as I said before, less is more. Overusing animation runs the risk of feeling a little chaotic - so focus on strategic elements that enhance your user experience.

(Also overusing animations can slow down your website and negatively impact accessibility so it’s important to make sure you get the balance right)

How to bring this to your website:

Add subtle hover effects to buttons or links to indicate interactivity.
Use scroll-triggered animations to reveal content gradually as users move down the page.
Highlight key sections with animations, such as a a Squarespace scrolling block or a subtle image fade-in (you can set this up site-wide in Squarespace).
Incorporate animated graphics or videos on your homepage to capture attention.

5. Accessibility: make websites inclusive

As a web designer, completing core accessibility checks is part of my process.

That said, chosing the right platform to build you website on in the first place is incredibly important. Squarespace is set up to promote Accessibility - prioritising features like keyboard navigation, screen-reader compatibility, and easily adjustable font sizes.

This not only ensures compliance with regulations but also creates a welcoming space for everyone.

A recent report by Rache Square Stylist, whose Squarespace community I’m part of, looked into which website ranked best for accessibility and is well worth a read.

Final thoughts

2025 is the year to start treating your website as a destination for your audience—a space that reflects who you are, connects with your audience and supports your growth.

Ready to design a website that works as hard as you do? Let’s chat about how I can help bring your vision to life.