New demands, shared priorities: insights from the Web Management survey 2025

This year’s Web Management survey captures insights from a broad group of experienced professionals working with corporate websites. Majority of respondents come from large, listed companies, and their roles span key areas such as web management, digital communications, investor relations, and corporate website leadership. 93% have direct responsibility for the corporate website, 76% oversee content, and many are also involved in strategy, accessibility, and analytics – highlighting the increasingly interconnected nature of digital communication work. The survey highlights ongoing challenges around strategy, preparedness, and accessibility-areas that require not just expertise, but collaboration.

External forces shaping web strategy

When asked about the external factors expected to influence their communications work in the near future, respondents pointed clearly to a few dominant themes. Artificial intelligence remains at the top of the list, selected by 87%, consistent with last year’s figure. Between 2023 and 2024, this figure had a +30 percentage point jump, reflecting the rapid development of AI. Regulatory pressure is also front of mind, with 76% pointing to compliance and legislation as a key influence. However, the most notable shift is in the perceived influence of sustainability and ESG, which dropped from 79% last year to 60% this year.

Meanwhile, concern over cybercrime continues to grow. In 2022, only 25% of respondents flagged it as a significant factor. That number has nearly doubled by 2025, reaching 49%, which may reflect the increasing risk landscape and its implications for corporate web governance. Growing attention to cybercrime and AI highlights how digital teams are required to manage risks and emerging technologies at the same time – often with limited clarity on long-term impact.

Rising pressure to prepare for the future

The growing complexity of digital landscapes is clearly leaving its mark. Technological advancements and future preparedness were identified by 37% of respondents as a key long-term challenge – more than double the 16% who mentioned it last year. This suggests a growing awareness of the pace of change and a shift in mindset toward long-term adaptability.

This also comes through in the open responses. The top long-term challenges mentioned were digital transformation and user experience (26%), and 23% of respondents pointed to content strategy and management. These themes also dominate short-term concerns for 2025, with 44% of respondents naming digital transformation and user experience, and 36% mentioning content and communication strategy.

While digital transformation and content remain top-of-mind across both timeframes, communication strategy stands out more in the short term. This may reflect a need for direction in a fast-changing landscape, while long-term concerns lean more toward adaptability and technological readiness.

Accessibility as a shared responsibility

Accessibility continues to emerge as an important focus area – though one that still presents practical challenges. In this year's survey, 68% of respondents said accessibility requirements are important or very important in their digital communications work. Approaches to accessibility vary: 25% of respondents use paid tools, 23% rely on free evaluation platforms, and 20% work with external experts. Still, 35% say they are unsure how accessibility is handled in their organisation – pointing to a possible need for clearer structures and ownership.

Respondents also highlighted a range of practical challenges, including managing alt text, transcripts, and subtitles; to strengthen compatibility across assistive technologies, and meeting both technical compliance and real user needs. These insights reinforce that accessibility is not an isolated issue – it cuts across content, design, governance, and development. Like many aspects of corporate web management today, it requires coordination and clarity across teams.

Where focus is heading in 2025

In 2025, corporate web teams are concentrating on three main areas: improving the website experience, driving communication strategy, and strengthening brand. Website development and UX/UI top the list at 46%, reflecting the push to deliver seamless, user-friendly digital experiences. This is followed by communication strategy and growth (39%) as companies seek to sharpen messaging and expand their reach. Brand strategy is also a key priority for 29%, highlighting the importance of trust, consistency and visibility in a competitive digital environment.

Conclusion: Navigating complexity with clarity and collaboration

As digital teams look ahead to 2025, they are balancing a growing set of expectations and external factors – from delivering seamless user experiences and driving brand visibility to managing emerging factors like AI and cybercrime. The short term challenge in communication strategy suggests a clear need for direction amid rapid change, while longer-term concerns point toward adaptability and digital resilience.

At the same time, accessibility shows that today's challenges often span multiple areas – such as content, design, governance, and development – rather than fitting within a single discipline. Meeting both compliance standards and user needs requires coordination across content, design, governance and technical development – underscoring the value of integrated ways of working. In a fast-changing landscape, having a clear purpose, ownership and working across teams can be valuable. By focusing on stakeholder needs and aligning efforts, companies can manage complexity more effectively.

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About the Web Management survey 2025

Every year, we conduct a Web Management survey that provides insights into the current state of digital corporate communications, highlighting the critical challenges companies face today and anticipate facing over the next five years. This year, the survey had 55 respondents in roles varying from Web Manager, Head of Digital/Online Communications, and Head of IR, to Digital Communications Manager and Communications Director.