How to Get More from your Website in 2025

Taking a more strategic approach to your website can help increase site traffic, enhance customer experiences, and inevitably generate more leads – so, how do you unlock the potential of your online presence in 2025?

In this month’s editorial, we asked our network of agency leaders to explore ways to make your website work harder, including best practise advice on fine-tuning elements such as UX and SEO, along with overlooked opportunities to help deliver an effective build.

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‍Take a look at our calendar of free virtual strategy workshops, designed to tackle the key challenges facing in-house marketing leaders.

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How to Get More from your Website in 2025

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"53% of users abandon a site if it takes longer than 3 seconds to load and a 1-second delay can drop conversions by 7%."

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One of the most overlooked opportunities that brands fail to take advantage of is speed – making sure your site performs at pace is an essential ingredient and poor performers will cost you leads. 53% of users abandon a site if it takes longer than 3 seconds to load and a 1-second delay can drop conversions by 7%.

Each site is different, but there are some key improvements you can make to help speed up your customer journey:

1. Cut the Noise - eliminate scripts, unused libraries, and excessive third-party tags on your quote engine.
2. Prioritise Mobile Performance - use responsive frameworks, mobile-first design, and lightweight interactions to keep journeys fast on every device.
3. Load only what you need - split journeys down into steps and only load the sections the customers need when they need it.

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Watch our workshop playback: Dodging the Drift - How Marketers Can Manage Successful Web Build Projects

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"The focus needs to be on creating and updating a website that is fast, engaging and relevant (both on and off-page) for new and existing customers, as well as deemed authoritative by Search Engines."

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A brand’s website remains the most accessible ‘front door’ for any B2B or B2C business interested in acquiring new customers. The value of a social, physical, and aggregator presence is a key part of any integrated marketing strategy, however, the website remains the only truly ‘owned’ medium.

The headwinds are stronger than ever in digital marketing, and even with the rise of ‘zero-click searches’, LLMs, search engine alternatives to Google and social commerce, the focus needs to be on creating and updating a website that is fast, engaging and relevant (both on and off-page) for new and existing customers, as well as deemed authoritative by Search Engines.

Any organisation with AI aspirations to improve integration, productivity, and outcomes at pace will need to equip its internal marketing function with a website that enables growth(as part of a hub and spoke model), not excuses.

I-COM partners with Prismic - a market-leading headless platform.

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‍Starting your web build project? Make sure you're getting the most out of your investment. The GO! Network offer cost-free advice on best-practise, provide independent agency recommendations, pitch management, and more -  get in touch to get started.