In October, I attended the Marketing Showcase in Bristol, where Will Roberts, Managing Director of WebBox, delivered an insightful talk titled “The 2026 Website Checklist: 15 Essentials You Can’t Ignore.”
As a business and marketing advisor working with Bristol-based SMEs, I found his advice refreshingly practical. Will broke down exactly what makes a website perform in today’s fast-moving digital landscape — and what will matter most as we move into 2026.
Here’s my summary of the key points from his session, along with a few takeaways tailored for small and growing Bristol businesses.
1. Mobile-First Design
Your website should be built for thumbs, not mice. With Google indexing mobile versions first, ensuring your site is fast, responsive, and easy to navigate on all devices is crucial.
Tip: Test your site on multiple screen sizes and aim for fast loading times.
2. Clear Proposition
Within seconds, visitors should understand who you are and what you do. A clear, benefit-driven statement above the fold builds trust and keeps users from bouncing.
Ask someone outside your business: “Can you tell what we do from our homepage?” If not, simplify.
3. Forms That Convert
Shorter forms perform better. Keep them simple, guide users clearly, and test full-screen or progressive forms that gather data in stages.
Make it easy to take the next step — whether that’s a quote, booking, or download.
4. Accessibility Matters
Accessibility isn’t just for public-sector sites. Designing with inclusivity in mind improves usability for everyone. Follow WCAG 3.0 standards to ensure your site works for all visual, auditory, and cognitive needs.
An accessible website is also better optimised for SEO
5. Page Speed
Slow sites lose visitors and ranking positions. Optimise images, video, and code, and check performance regularly.
Run your site through Google’s PageSpeed Insights and aim for a score of 90% or higher.
6. AI-Powered Personalisation
AI can now deliver real-time, tailored user journeys — recommending content, products, or next steps based on visitor behaviour.
Start exploring tools like Personyze or Recombee to create smarter customer experiences.
7. AI-Driven Search
Users expect Google-like search functionality. AI-powered search tools can interpret intent, not just keywords, improving accuracy and engagement.
For content-heavy websites, this is a game-changer.
8. Structured Data & AI-Friendly Markup
Help search engines — and AI models — understand your content. Use schema markup for products, FAQs, reviews, and events to enhance visibility in rich search results.
This also positions your brand for emerging AI-driven search experiences.
9. Analytics & Tracking That Matter
Move beyond vanity metrics. Use Google Analytics 4 (GA4), heat maps, and event tracking to measure what actually drives conversions.
Visualise your data using tools like Google Looker Studio to turn insight into action.
10. Continuous CRO Mindset
Conversion Rate Optimisation isn’t a one-time project. Use A/B testing, heat maps, and session recordings to refine layouts, copy, and CTAs.
Small, consistent improvements lead to big long-term wins.
11. Primary & Secondary CTAs
Not every visitor is ready to “Contact Us.” Offer mid-funnel calls-to-action like guides, webinars, or event sign-ups.
Just make sure your gated content provides real value — users are more selective than ever.
12. Trust & Social Proof
Real reviews, testimonials, and case studies make a huge difference. Highlight team members, partnerships, and accreditations to show authenticity.
People buy from people — make your business feel human.
13. CMS Flexibility
Choose a content management system (CMS) that grows with your business. Look for easy editing, modular design blocks, and integration options.
Avoid platforms that require constant developer input for small updates.
14. Scalability & Secure Infrastructure
As your business grows, your website must handle more traffic and protect more data. Regularly test backups, update software, and ensure compliance with GDPR and security best practices.
Know where your data is stored and who can access it.
15. Think Beyond Your Website
Your website is part of a much bigger ecosystem. Integrate it with your CRM, marketing automation, and email tools to create seamless data flow and efficient lead management.
Align your website strategy with your overall marketing and business goals.
Final Thoughts for Bristol Businesses
Websites in 2026 will be smarter, faster, and more connected than ever before. But the fundamentals remain the same: clarity, usability, and trust.
Whether you’re a Bristol start-up refining your first website or an established SME ready to scale, focusing on these 15 essentials will help you stay ahead – and make your website work harder for your business.
If you’d like a fresh perspective, our business and marketing advisors at BRISBES can take a look at your website and share some practical pointers – there are often a few easy wins that can make a real difference.
About the Author
Anne Suddick is a business and marketing advisor with BRISBES, supporting local SMEs to improve theirmarketing strategy, digital presence, and growth potential. If you’d like tailored advice on your website or digital marketing, feel free to get in touch.
