What Prospects Expect From Your Website in 2026
Expert Q&A
Many websites say the wrong things to the wrong people at the wrong time. They often turn into a feature dump or a product roadmap, and the buyer gets lost.
A good website should center on the problem you solve for your target audience and align with their decision-making reality.
We sat down with Clever Lucy Co-Founder and Creative Director, Sara Sartarelli, to discuss what growing brands must consider if they want to design a website that converts (because that is, after all, the goal, right?).
What does a “prospect-ready” website need to accomplish at each stage of the buying journey?
A prospect-ready website needs to meet people where they are in the buying process. Early on, in the awareness stage, that means being very clear about the problem you solve so buyers can quickly tell, “Yes, this is for me.” As they move into consideration, your site should help them understand not just what you do, but why your solution is the right fit compared to the other options on their shortlist.
When they’re ready to make a decision, instill confidence through clear proof points, reassurance, and a clear call to action. And the work doesn’t stop once someone converts. Strong adoption support helps customers get value quickly and builds the kind of trust and loyalty that keeps them coming back (and turns them into advocates for your brand).
When it comes to what buyers actually need to see, what do many websites get wrong?
In EdTech and SaaS especially, website initiatives are often driven by the product team and built with a product-first mindset. As a result, features and technical details take priority over the real customer benefits.
When you shift the story to focus on how your product clearly solves a market problem, you make it easier for the right audience to find you, understand your value, and connect with your brand.
What website elements are non-negotiable for companies addressing multiple stakeholders or unique audiences?
At a minimum, from an SEO standpoint, having a dedicated landing page aimed at each audience is table stakes. Make sure the messaging is tailored to the specific pain points of each unique stakeholder to signal they are in the right place when they land there.
Navigation often becomes a critical (and often overlooked) conversion element, especially for companies serving multiple stakeholders.
When a potential customer lands on your site through a blog article, resource, or product page, they’re rarely entering through the “front door.” Your main navigation needs to clearly guide different audiences to the information that matters to them, without forcing them to guess where they belong.
If navigation doesn’t help multiple audiences self-identify quickly, even the strongest content can fall flat.
If you were advising a growing brand preparing for 2026, what are three strategic decisions they’d need to make about their website before thinking about design or aesthetics?
Since the website is the center of their digital ecosystem, first work backwards and consider what channels will ultimately be driving people to the site (email, paid media, QR codes on sales handouts, partner websites that mention you, etc.). This will help guide which kinds of pages and content you need to support those other efforts.
A bigger picture question to ask is how often you plan on changing, updating, or adding content to your site. This can narrow down which platform you should build on and help future-proof your site architecture.
The third thing you should have nailed down before ever venturing into design or UX work on a website is knowing your target audience(s). You can’t map out a customer journey without a clear picture of who those customers are and what they need.
Are there any emerging UX patterns, accessibility expectations, or content requirements in 2026? If so, how should companies prepare?
Accessibility is no longer an optional afterthought meant to just check a box, but a foundational requirement that should be included as part of the design process. Staying informed of evolving WGAC requirements is important to ensure universal usability.
Mobile-first website design is standard, but data-driven UX always wins. We have found that many of our education and edtech clients have low mobile traffic, so in those cases, we intentionally optimize desktop and tablet experiences first.
Work with a Web Design Agency to Build the Conversion Machine You Need in 2026
Whether your website needs a refresh or an overhaul, success depends on knowing your audience, your competition, and your unique value.
If you’re starting 2026 with a website that feels more “it’s fine” than effective, it’s time to step back and start intentionally building with your target audience in mind.
The Clever Lucy team is here to help. We blend strategy, storytelling, and design to create websites that turn curious visitors into ready-to-buy leads. Book a 15-minute discovery call with us to get started.