Ah, the holidays. Time to look back and reflect on everything we achieved over the last year. While most businesses are sending out Spotify-wrapped style listicles detailing the best (or worst) of 2024, here at Clear Digital we are firmly focused on the future — and looking ahead to the new year.
Which means it’s time for our annual web design predictions post, wherein we dish on the biggest trends we see shaping B2B website design in the year to come. For 2025, here are the top 4 trends we expect to take the spotlight:
- Accessibility-focused design
- Kinetic typography
- Dynamic grid and asymmetry
- Micro-interactions
Accessibility-focused design to ensure inclusivity
Accessibility used to be a nice-to-have design option, but not anymore. In 2025, it’s a top priority for B2B businesses spanning many industries. This is partly due to recent updates to the Website Content Accessibility Guidelines (WCAG), making compliance a legal matter. But it’s also the result of rising awareness about the vital importance of inclusivity. Plus, it’s the right thing to do.
WCAG 2.1 lays out three levels of conformance—A, AA, and AAA, with A being the most basic and AAA being the highest. Most big brands are striving for the middle tier. Enterprises and organizations that are more sensitive to accessibility might aim for AAA conformance. To make your B2B website more navigable for all while also aligning with legal requirements and, as an added bonus, boosting SEO rankings, be sure to include the following design features:
- High-contrast color schemes: Ensure sufficient contrast between text and backgrounds for visually impaired users by using high-contrast color schemes. Check out HubSpot, which offers a “high contrast” toggle feature in the main navigation bar. Constant.ai is also a nice example of high-contrast design colors that are both accessible and impactful.
- Keyboard navigation: Allow users to navigate the entire site using keyboard shortcuts, to support those with motor disabilities. This typically means using the tab key to navigate through links, buttons, fields, and so on. Keyboard navigation should follow logical order and include a visual indicator of which item is currently tabbed.
- Screen-reader compatibility: To support better integration with assistive technologies, embed semantic HTML and ARIA labels. Sweetkick is a good example of screen reader compatibility.
- Motion sensitivity options: Finally, when using animations, be sure to provide an option to reduce them. This will help to prevent feelings of nausea, dizziness, or headaches in users with motion sensitivity issues.
Kinetic typography — telling a story with text
As design geeks at heart, we love it when dynamic new design trends step forward — and this is a fun one. Kinetic typography is all about using animated text to communicate key messages dynamically, rather than sticking with traditional static elements. This could mean animating the text, making it move, or infusing it with energy in any other way you can think of that adds to the story you’re trying to tell. Where your site uses HTML5 and code, you can create kinetic typography without leveraging video or heavier animation. Applications include:
- Hero sections: Think bold, animated headlines that grab a visitor’s attention as soon as the page loads. Check out the captivating headline on this Type One Ventures page.
- Call-to-action (CTA) buttons: The humble CTA button is a great place to use text animations that pulse or change color, enticing users to click. Drive deeper engagement and increase stickiness by bringing them to life.
- Storytelling: Using text that appears, shifts, or vanishes in sync with other animations can help to guide users through a narrative. This trend avoids clutter while keeping users engaged, making it ideal for modern brands focused on innovation and creativity. Kategora offers a good example of storytelling through dynamic text.
Make an impact with dynamic grids and asymmetry
Want to stand out from the B2B crowd? Throw caution to the wind and infuse some creativity and unpredictability into your website design. Dynamic grid systems and asymmetrical layouts are breaking the mold by challenging traditional web design norms. Take a look at Edifis for some fun effects and Contentstack for an asymmetric scrolling experience. Key aspects include:
- Variable column widths: Mix wide and narrow sections to create a visual hierarchy.
- Overlapping elements: Place text, images, and animations partially on top of each other to build depth.
- Animated transitions: Add sliding or fading effects to connect sections seamlessly as users scroll. This style is popular for portfolio sites, agencies, and brands seeking a fresh, edgy feel that reflects a unique identity.
Micro-interactions — because every detail matters
Last but not least, micro-interactions are subtle animations or visual cues that respond to user behavior, enriching the overall experience. Think small — focus on the little details that most sites ignore, such as loading indicators, form fields, even button hovers. Anything that can shake or move. Technology can help; remember how Sketch came in and one-upped places where Photoshop wasn’t a tool? Now Figma takes it even further.
We’re noticing the attention to detail in B2B web design get better and better — and we love to see it. Micro-interactions are particularly effective for keeping users engaged, providing instant feedback, and making interfaces feel alive and intuitive. The more next-level these micro-interactions get, the more polished the experience feels, and the more users are drawn to interact. In fact, when it’s done right, you almost don’t notice it. Consider spicing up these design features:
- Loading indicators: Animated progress bars or playful icons that distract users while content loads. The cascading load feature on the Wider site is a great example of why you should sweat the small stuff.
- Form feedback: Fields that shake, glow, or display messages upon incorrect input or even hover. Check out this fun contact form from Satalia.
- Scroll triggers: Animations activated as users scroll, such as content sliding in or charts updating dynamically. Check out Sweav for a good example of this in the wild.
Achieve next-level digital performance next year
Regular website updates are mission-critical to driving digital performance and B2B brand success all year round. Tapping into the latest design trends helps your site feel fresh, stand out from the competition, and generate deep user engagement that gets you to what’s next. Let’s talk about how our team of award-winning designers, engineers, and storytellers can help you set the stage for success in 2025.
