In 2025, your website isn’t just a digital business card, it’s a key player in the broad ecosystem of your brand experience. It’s where trust is built, and where curiosity turns into conversation that turns into action. While social media might be where people meet your brand, your website is where they decide if they want to stay and purchase. When done right, a website doesn’t just inform - it immerses. It carries your brand voice, energy, and values in not just the colours and logos, but every hover, scroll, and interaction. Let’s break down how UX and UI can work with a brand identity to become one of your most important brand assets.
*ghasp* Its alive!
A website is a living, breathing entity that needs constant TLC. Your website isn’t a set and forget kind of thing, and much like your wardrobe, it evolves. What felt right six months ago might not be relevant to your brand or your audience now and it is important to always have the means to adapt it. Updating your website can look like:
Swapping out outdated project work or testimonials
Tweaking your tone of voice to match your brand identity
Adding new services or streamlining old ones
Refreshing imagery or adding some movement for that ✨spark✨
Improving page load times (because nobody’s waiting more than 8 seconds in 2025)
Tweaking bugs, adding extra pages, refining based on performance data
You’re in control
Your website is your most controlled environment - no social algorithms, no distractions. However, this also means that its your job to control the layout, pace and user journey to connect with your audience. This is why long term, website templates just aren’t gonna cut it. Sure, they are a fantastic accessible tool to get your business off the ground, but when it comes to communicating the depth of your brand, you need to understand the UX methods and tools it takes to stand out successfully (or to hire a specialist who does, wink wink).
Test and refine
“But I’ve poured days into this thing, I know it like the back of my hand!” - nice try, I guarantee that you don’t. User testing before launch is vital, as you’d rather your co-workers or a concentrated group of users pick up on the bugs (and trust me, there WILL be bugs) before your entire audience does and they’re driven away from engaging and purchasing. Take a step back, put it out of your hands for a second and observe how your intended audience engages with it. Then repeat that 2 or 3 times minimum.
With that being said, here’s our website checklist to tick off before launch:
Function: Is everything doing what it intends to do? Buttons working? Links leading to the right place? Videos playing? Pick through your website with a fine tooth comb.
Adaptability: How well does the content on your website scale to different formats? Each element needs its own coded setting to understand where it needs to go when the format changes. When it does, does the design translate well?
Accessibility: Can audiences navigate to your page easily? Do they even know it exists? If not, strategically implementing SEO through relevant keywords can help search engines surface your content to the right audience at the right time. Make sure to link and advertise it through your other communication channels too.
So, whether you’re building from scratch or breathing new life into an old site, remember: your website should grow with your brand - not behind it.