LinkedIn a few years ago was mostly seen as a place to “upload a résumé and look for a job.” That definition is long outdated. By 2026, LinkedIn has become a full-scale business platform where companies, clients, partners, investors, and even competitors meet. It’s no longer just about career opportunities — it’s where a brand’s reputation is built.

UX (user experience) is not just a trendy abbreviation from textbooks. It is the experience of a person interacting with a website: from the very first click to the moment when they get the answer or service they needed. To put it even more simply — UX is responsible for how convenient, fast, and stress-free it is for a user to achieve their goal. In the case of medical websites, the stakes are much higher than in any online store. When you buy sneakers online and cannot find the right size, it is unpleasant but not critical — you just go to another site. But when someone visits a clinic’s website because their child has a fever in the middle of the night, or they urgently need to find a traumatologist after an unlucky fall — every extra second matters. There is no room for “I’ll check later.” If the interface is confusing, the appointment button is hidden, or the page loads too slowly — the user leaves. And along with them, trust in the brand leaves too. Put yourself in the patient’s place. You open the hospital’s website. In front of your eyes — a bunch of banners about promotions, a complicated menu, hundreds of tabs. You get lost. As a result, you either call another facility or postpone the decision. This is a classic example of bad UX on a medical website: instead of help, you get even more stress. That is why UX design for medical websites is not about “pretty colors and trendy icons.” It is about clear navigation, simple forms, noticeable buttons, and no obstacles on the way. Because in healthcare, people rarely visit a website “just because.” They have a specific need: to make an appointment, to check test results, to clarify the lab’s working hours. If this path is not obvious, the patient will go where everything is easier. The difference between a commercial website and a medical one becomes clear if you look at the ultimate goal. In the first case, the business is aiming for sales: “buy now,” “discount today,” “free delivery.” In the second — the key is trust, confidence, and a sense of safety. A person comes not for a product, but for help. And it is UX that determines whether they will get this help on time.

Retargeting for business is not a complicated term from textbooks, but a very practical thing. Imagine this: someone visited your website, looked at a product page, even added something to the cart… and then left. We all do this. A notification distracted us, we needed to check something with competitors, or simply decided to “think for another day.” And this is where retargeting comes into play. It’s a way to remind the user: “Hey, you’ve already been here, here’s what you were interested in.” Unlike classic advertising, which shoots blindly at a cold audience, retargeting works with those who have already shown interest. It’s like the difference between shouting in the street “buy my product” and gently knocking on a friend’s door: “Remember, you wanted to try this?” And the conversion rate is completely different, because you don’t have to explain from scratch who you are and what you do. Why is this topic especially important in 2026? The answer is simple: competition for attention is insane. Every brand is fighting for the same seconds in a social media feed or in Google search results. Advertising is getting more expensive, and customers are becoming more demanding. Add to that the trend of personalization: the user no longer wants to see “generic banners,” they expect to be addressed almost by name. This is why effective retargeting in digital marketing comes to the forefront. It allows you to work not with everyone, but with those who have already taken a step toward you. But here it’s important not to go overboard. Because if you show ads too often, another question arises: why doesn’t retargeting work? The answer is simple: it turns from care into annoyance. In 2026, the key is to set up retargeting wisely. You need to remind users about yourself in a way that feels like care, not like stalking. And this is the essence of strategies for e-commerce: get the balance right — the customer will return and buy. Push too hard — and they’ll simply go to competitors and never open your ad again.

How to write a technical specification for a website so that everyone understands what it is about? In fact, it’s simpler than it seems. A technical specification is a document that describes exactly what needs to be created, why, and by what means. No complicated terms — it’s a translation of your business goals into a language developers can understand without clarification. Imagine the situation. You say: “I need a website to sell products.” And that’s it. For business, this sounds logical. But for the team that will build the site, questions pour down like rain: do you need a shopping cart, which payment methods will be connected, what will the product page look like, should there be integration with CRM? If these answers are not in the technical specification, the process resembles a game of “broken telephone.” Someone misheard, someone assumed, someone did it “as they saw fit” — and instead of a clear product, you end up with complete chaos. The right technical specification for creating a website saves both time and money. When there is no document, every new detail becomes a surprise: the client remembers an extra feature, the developer reworks it, deadlines fly out the window, the budget grows. And no one is really to blame — it’s just that the agreements were never fixed. Typical mistakes in a technical specification for a website are overly general phrases. For example: “make it modern design” or “add a form for clients.” For business, this may sound clear, but for the developer, these are empty words. What kind of form? A callback, a product request, or a newsletter subscription? And what is “modern” design — minimalism, bright colors, or a copy of competitors? It is precisely this uncertainty that leads to endless revisions. When there is a clearly written structure of the technical specification for website development — with blocks for functionality, design, integrations, goals — the process becomes manageable. Developers know what to do, the client knows what to expect, and there is no feeling that the project is living its own life. A technical specification for a website, an example of which we will analyze further, shows a simple truth: a well-prepared document is not bureaucracy but insurance against chaos. With it, the website is delivered faster, clearer, and without unnecessary costs.

A business app is not just a picture on a smartphone screen. It is a small but very powerful tool: it can become a sales channel, a place for communicating with customers, or even an assistant for internal processes. To put it simply, a business app is your company in a customer’s pocket. Do you remember the times when mobile apps seemed like a luxury? A business had a website, social media pages — and for most, that was enough. And an app? It looked like a whim for big brands. But everything has changed. Today, developing mobile apps for business is no longer an exception but a common tool. And the question “website or mobile app for a company” comes up almost at every meeting with business owners or marketers. Looking back at the last decade, apps have gone through a huge transformation. From simple calculators or catalogs — to full-fledged ecosystems. Today, people buy tickets, order food, talk to doctors, or study online through apps. Yes, a website is still necessary, but it is no longer the only point of contact. Why do we emphasize 2026 so much? Because the market has matured — and even become oversaturated. Each of us has dozens of apps on our phones, and no one wants to install another one unless it brings real value. The competition has become fierce: without an interesting idea and solid implementation, any app will quickly “get lost.” And yet, the demand for convenience hasn’t gone away. On the contrary — people want the simplest possible experience: one tap, and the result is here. This is where the main question arises: does a business need its own app in 2026? There is no single answer. For some, it will be a growth driver, for others — a waste of money. That is why another, more practical question is heard more and more often: “how can a business understand whether it should create an app?” If we look at the mobile app trends for business in 2026, we clearly see the direction: personalization, integration with voice assistants, and quick access without endless clicks. The question now is not “whether to make an app,” but “how to make it so convenient that people keep it among those few icons they actually use every day.”

TikTok is a short-form video platform that has completely transformed the way we think about marketing. In the past, it could take years to build a follower base on social media, but here it works differently: one successful video is enough, and the very next day it may appear in the feeds of thousands of people. The algorithm doesn’t care how “famous” you are — it only looks at the reaction: do people watch until the end, do they like it, do they share it. That’s why TikTok has become a real breakthrough for brands that need to quickly capture the attention of a new audience. Traditionally, TikTok was seen as entertainment for the young. Dances, challenges, memes — that’s how it looked in the beginning. At the same time, B2B companies turned to LinkedIn, industry conferences, and trade journals. That was where the “seriousness” was, where the “right” clients were. So it made sense that TikTok seemed far from the B2B world. After all, it’s hard to imagine a software company or a consulting firm recording a video to a trending song. But times have changed. Today TikTok is no longer just a “platform for dancing.” It has become a space for educational and professional content. Imagine you’re looking for advice on automating business processes, and instead of a long article you find a one-minute video where an expert explains it in plain language, with an example right on the screen. And it works. People remember not only the advice but also the person who gave it. That’s how trust is built. This is the key shift. TikTok has become a place where businesses can talk to clients the same way they talk in real life: short, clear, without complicated phrases. And even in B2B this works, because decisions are still made by people. People who scroll through their feed on the bus or during lunch. Which leads to the real question: should B2B companies invest in TikTok? Can they not only “show up” there but also actually attract clients? And why, right now, are more and more businesses asking their marketers exactly that?

A brand book is not a thick PDF that looks impressive in a presentation and gets forgotten the next day. Put simply, a brand book is the “user manual for your brand.” It explains how a company looks, sounds, and behaves. And it’s not just about the logo and colors. It’s the entire structure of the company’s brand book: from visual elements to communication tone. And here’s where the problem begins. For many businesses, a brand book turns into “dead weight.” It’s opened once, a few pages are flipped through — and that’s it. No one uses it, because it’s either too complicated or created just “to tick a box.” Sometimes it even looks so academic that not even a designer can easily apply it, let alone managers or marketers. Why does this happen? Often companies think the main goal is to make a presentation “like big brands do,” add a hundred pages of rules, and call it a day. But the truth is, a brand book without practice is like an expensive exercise machine that no one ever uses. It exists, but it’s useless. So the question is: why does a business actually need a brand book? The answer is simple — to be a working document that helps every single day. So that a new employee immediately understands how ad creatives should look. So that a copywriter doesn’t invent a tone of voice from scratch but has a ready style. So that across all communications — from the website to Instagram — the brand sounds consistent and recognizable. That’s why the main goal is to create a living brand book. Not for show, not for presentations, but for the people who work with the brand daily. And if you’re thinking about how to create a brand book for your business, start with this: it must be simple, clear, and practical. In the next sections, we’ll cover what should be in a brand book, which mistakes in creating a brand book make it useless, and how to build a document that truly works — instead of lying forgotten in some corporate archive.

Search today looks nothing like it did five years ago. Back then, we typed short and dry queries into Google like “buy sneakers Kyiv.” Now, people talk to technology as if it were a friend. Voice search SEO and AI search in 2026 have become the standard. This isn’t some futuristic option anymore — it’s everyday reality that determines whether clients will find your website or not.