As we reach the end of another year, it’s hard not to look back and think, “Blimey, that moved quickly.” If you work in digital for any length of time, you get used to things shifting under your feet, but 2025 has been one of those years where the pace felt different. Faster. Louder. And, at times, slightly chaotic.
Between Google shaking up search results again, the rise of AI-led answers, and the steady move towards tools like ChatGPT becoming part of people’s day-to-day search habits, it’s been a year that’s kept all of us on our toes. The conversations we’ve had with clients have changed too - not in a dramatic way, but in that gradual “this is becoming normal now” sort of way.
And yet, despite all the noise, we’ve had a genuinely rewarding year helping clients adapt, rebuild, and get ahead of the curve wherever possible.
What’s Been Happening in the Industry
If we had to sum up 2025 in one sentence, it would probably be something like: “Search isn’t what it used to be, and it won’t be going back.”
People aren’t just typing two keywords into Google anymore. They’re asking full questions, expecting straight answers, and often skipping the click-through entirely if Google or an AI tool gives them what they need at the top of the page.
That means content has had to change - become clearer, better structured, more direct. The sort of writing that actually answers questions instead of dancing around it. And because AI search pulls from what’s already out there, we’ve spent a lot of time this year helping clients make sure their websites don’t get left behind as the landscape shifts.
Some of the Work We’ve Really Enjoyed This Year
We’ve had a good variety of work in 2025, but a few jobs stood out - sometimes because of the challenge itself, and sometimes because of the people we worked with along the way.
This year, we launched new websites for two long-standing clients: Mirror Image Fitted Furniture and Auto Doors & Gates. We’ve worked with both for more than a decade, so helping them move into their next phase - refreshed branding, clearer messaging, updated designs, and content shaped for the way people actually search today - felt like a milestone for all of us.
We also carried out a substantial upgrade for Inschool Media, tightening up the user journey and modernising the look and feel without losing the identity they’ve built over the years. It’s been great helping long-term clients keep pace with the industry changes rather than feeling bulldozed by them.
Those projects are the kind we really enjoy: not just a quick job, but part of an ongoing relationship where we understand the business, the people, and what they’re trying to achieve.
What We’re Working Towards in 2026
Looking ahead, the big theme for the next year is unquestionably AI - not in a sci-fi “take over the world” sense, but in the very real, very practical way search is evolving.
Google isn’t going anywhere, but it’s sharing the stage now. AI tools, especially with the introduction of things like ChatGPT Atlas, are already shaping how people discover information online and which businesses they encounter first. That means websites need to work harder: clearer content, stronger structure, better answers, and a layout that suits both humans and AI tools.
In 2026, we’ll be focusing on helping clients:
- Strengthen their content so it works for Google and AI
- Keep their websites technically sound and fast
- Adapt their site structure for snippet-style search results
- Prepare for AI-assisted browsing becoming the norm rather than the novelty
- Continue modernising older websites so they don’t fall behind as search evolves
We’ve also got a couple of larger web application projects brewing quietly in the background, and we’re looking forward to sharing more about those in the new year.
Christmas Closing Dates
Our office will close for Christmas on Friday 19th December, and we’ll be back on Monday 5th January.
Emails will still be checked over the festive period, and anything urgent will be responded to as quickly as possible.
A Big Thank You
Before we switch the computers off and reach for the mince pies, we want to say thank you to all of our clients. It’s been a challenging year for a lot of businesses, and we really appreciate the trust you continue to place in us.
Whether you needed a full rebuild, a content overhaul, ongoing support, or simply someone to talk you through the maze of AI search, we’ve enjoyed working with you and helping your business move forward.
Have a wonderful Christmas and a happy New Year from all of us at RWD. Here’s to a calmer, clearer, and (fingers crossed) more predictable 2026 - though if the digital world decides otherwise, we’ll be right there navigating it with you.
