5 changes to improve site usability that affect conversion

Defining the Target Audience — Methods That Work in 2026

The target audience of a business is not an abstract concept from textbooks but real people — those who can truly become your clients. In its classical definition, it is a group described through basic characteristics such as age, gender, and place of residence. But honestly, in 2026 such a description is not enough. Audience segmentation has long gone beyond dry numbers — what matters more now is understanding habits, motivations, and even how a person spends their time online. Audience analysis today is more like “looking behind the scenes” of a customer’s life. For a business, it is important not only to know who is buying but to understand why. That is exactly what audience research is for: collecting interviews, analyzing behavior, and creating a target audience profile that includes both emotions and specific actions. This gives an answer to the key question — how to find the target audience that is truly ready to respond to your offers. Technology has also changed the rules of the game. If five years ago we relied on surveys or surface-level data from Google Analytics, digital marketing 2026 looks very different. Big Data algorithms, artificial intelligence, and customer microsegmentation allow working with details at an entirely new level. For example, not just knowing that your page is read by “women aged 25–35,” but seeing that they are young mothers looking for convenient services and reacting to specific communication formats. That is why defining the target audience in 2026 is no longer just “the first step.” It has become the foundation of the entire marketing strategy — the very thing that determines both budget efficiency and long-term customer trust.

Review

09.09.2025

Reading time: 12 min

Zero-click search: how to prepare for changes in Google

Zero-click search (zero-click search) is when you type a query in Google and immediately see a ready answer right in the search results. No clicks, no visits to a website — the needed information is already in front of you. It can be the weather, currency rates, an address, a short definition, or even an extended explanation generated by artificial intelligence. Sounds convenient, right? And that’s exactly what Google is aiming for. Over the past few years, changes in Google search clearly show one main goal — saving the user’s time. We are used to getting everything instantly: from weather forecasts to answers to complex questions. And now search more and more often provides the result before you even have time to click on the first link. Think back to the last time you searched for something simple — for example, “how many calories in an apple” or “time in New York.” The chances that you went to a website are almost zero. The answer was already at the top of the results page. The same happens with more complex topics: legal advice, medical definitions, or business terms are now also often displayed right away. Why is this happening? Because users want speed and simplicity. Voice search optimization also pushes this trend forward: when you ask your phone “how to optimize SEO strategy” or “what are the benefits of voice search optimization,” the system tries to immediately provide a short, clear answer. For companies, this trend may look intimidating: if people don’t visit the site, it seems like traffic is dropping. But here it’s important to look deeper. Zero-click search is not the end of SEO — it’s a new challenge. The task now is not just to attract a click, but to make sure the user remembers the brand already at the level of search results. If your content is picked up by algorithms and shown in the answers, you become visible even without the actual transition. So instead of fearing zero-click, it’s worth seeing it as a change in the rules of the game. Yes, SEO strategy is no longer only about being in the top positions. Now it’s also about competing for your text, list, or image to become the very answer that Google shows first.

Review

09.09.2025

Reading time: 16 min

How to Write a Technical Specification for a Website Without Delays in Development

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.

Review

12.09.2025

Reading time: 16 min

Does a business need its own app in 2026?

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.”

Review

11.09.2025

Reading time: 17 min

TikTok for B2B: Is It Really Possible to Attract Clients?

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?

Review

11.09.2025

Reading time: 20 min

How to Create a Brand Book That Won’t Gather Dust

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.

Review

11.09.2025

Reading time: 21 min

How to Prepare Your Website for Voice Search and AI Search

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.

Review

10.09.2025

Reading time: 16 min

Customer journey map: how to properly map the client’s journey

A customer journey map is a way to look at your business from the buyer’s perspective. Put simply, CJM shows the route a person takes — from the very first contact with your brand to the purchase, and sometimes beyond — to repeat orders or recommendations to friends. This journey is made up of countless small moments: seeing an ad on Facebook, clicking through to the website, reading reviews, reaching out to customer support, arranging delivery. Each of these steps is a “touchpoint,” and the quality of those touchpoints determines whether the client makes it to the finish line.

Review

09.09.2025

Reading time: 16 min

Defining the Target Audience — Methods That Work in 2026

The target audience of a business is not an abstract concept from textbooks but real people — those who can truly become your clients. In its classical definition, it is a group described through basic characteristics such as age, gender, and place of residence. But honestly, in 2026 such a description is not enough. Audience segmentation has long gone beyond dry numbers — what matters more now is understanding habits, motivations, and even how a person spends their time online. Audience analysis today is more like “looking behind the scenes” of a customer’s life. For a business, it is important not only to know who is buying but to understand why. That is exactly what audience research is for: collecting interviews, analyzing behavior, and creating a target audience profile that includes both emotions and specific actions. This gives an answer to the key question — how to find the target audience that is truly ready to respond to your offers. Technology has also changed the rules of the game. If five years ago we relied on surveys or surface-level data from Google Analytics, digital marketing 2026 looks very different. Big Data algorithms, artificial intelligence, and customer microsegmentation allow working with details at an entirely new level. For example, not just knowing that your page is read by “women aged 25–35,” but seeing that they are young mothers looking for convenient services and reacting to specific communication formats. That is why defining the target audience in 2026 is no longer just “the first step.” It has become the foundation of the entire marketing strategy — the very thing that determines both budget efficiency and long-term customer trust.

Review

09.09.2025

Reading time: 12 min

Zero-click search: how to prepare for changes in Google

Zero-click search (zero-click search) is when you type a query in Google and immediately see a ready answer right in the search results. No clicks, no visits to a website — the needed information is already in front of you. It can be the weather, currency rates, an address, a short definition, or even an extended explanation generated by artificial intelligence. Sounds convenient, right? And that’s exactly what Google is aiming for. Over the past few years, changes in Google search clearly show one main goal — saving the user’s time. We are used to getting everything instantly: from weather forecasts to answers to complex questions. And now search more and more often provides the result before you even have time to click on the first link. Think back to the last time you searched for something simple — for example, “how many calories in an apple” or “time in New York.” The chances that you went to a website are almost zero. The answer was already at the top of the results page. The same happens with more complex topics: legal advice, medical definitions, or business terms are now also often displayed right away. Why is this happening? Because users want speed and simplicity. Voice search optimization also pushes this trend forward: when you ask your phone “how to optimize SEO strategy” or “what are the benefits of voice search optimization,” the system tries to immediately provide a short, clear answer. For companies, this trend may look intimidating: if people don’t visit the site, it seems like traffic is dropping. But here it’s important to look deeper. Zero-click search is not the end of SEO — it’s a new challenge. The task now is not just to attract a click, but to make sure the user remembers the brand already at the level of search results. If your content is picked up by algorithms and shown in the answers, you become visible even without the actual transition. So instead of fearing zero-click, it’s worth seeing it as a change in the rules of the game. Yes, SEO strategy is no longer only about being in the top positions. Now it’s also about competing for your text, list, or image to become the very answer that Google shows first.

Review

09.09.2025

Reading time: 16 min

How to Write a Technical Specification for a Website Without Delays in Development

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.

Review

12.09.2025

Reading time: 16 min

Does a business need its own app in 2026?

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.”

Review

11.09.2025

Reading time: 17 min

TikTok for B2B: Is It Really Possible to Attract Clients?

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?

Review

11.09.2025

Reading time: 20 min

How to Create a Brand Book That Won’t Gather Dust

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.

Review

11.09.2025

Reading time: 21 min

How to Prepare Your Website for Voice Search and AI Search

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.

Review

10.09.2025

Reading time: 16 min

Customer journey map: how to properly map the client’s journey

A customer journey map is a way to look at your business from the buyer’s perspective. Put simply, CJM shows the route a person takes — from the very first contact with your brand to the purchase, and sometimes beyond — to repeat orders or recommendations to friends. This journey is made up of countless small moments: seeing an ad on Facebook, clicking through to the website, reading reviews, reaching out to customer support, arranging delivery. Each of these steps is a “touchpoint,” and the quality of those touchpoints determines whether the client makes it to the finish line.

Review

09.09.2025

Reading time: 16 min

Defining the Target Audience — Methods That Work in 2026

The target audience of a business is not an abstract concept from textbooks but real people — those who can truly become your clients. In its classical definition, it is a group described through basic characteristics such as age, gender, and place of residence. But honestly, in 2026 such a description is not enough. Audience segmentation has long gone beyond dry numbers — what matters more now is understanding habits, motivations, and even how a person spends their time online. Audience analysis today is more like “looking behind the scenes” of a customer’s life. For a business, it is important not only to know who is buying but to understand why. That is exactly what audience research is for: collecting interviews, analyzing behavior, and creating a target audience profile that includes both emotions and specific actions. This gives an answer to the key question — how to find the target audience that is truly ready to respond to your offers. Technology has also changed the rules of the game. If five years ago we relied on surveys or surface-level data from Google Analytics, digital marketing 2026 looks very different. Big Data algorithms, artificial intelligence, and customer microsegmentation allow working with details at an entirely new level. For example, not just knowing that your page is read by “women aged 25–35,” but seeing that they are young mothers looking for convenient services and reacting to specific communication formats. That is why defining the target audience in 2026 is no longer just “the first step.” It has become the foundation of the entire marketing strategy — the very thing that determines both budget efficiency and long-term customer trust.

Review

09.09.2025

Reading time: 12 min

Zero-click search: how to prepare for changes in Google

Zero-click search (zero-click search) is when you type a query in Google and immediately see a ready answer right in the search results. No clicks, no visits to a website — the needed information is already in front of you. It can be the weather, currency rates, an address, a short definition, or even an extended explanation generated by artificial intelligence. Sounds convenient, right? And that’s exactly what Google is aiming for. Over the past few years, changes in Google search clearly show one main goal — saving the user’s time. We are used to getting everything instantly: from weather forecasts to answers to complex questions. And now search more and more often provides the result before you even have time to click on the first link. Think back to the last time you searched for something simple — for example, “how many calories in an apple” or “time in New York.” The chances that you went to a website are almost zero. The answer was already at the top of the results page. The same happens with more complex topics: legal advice, medical definitions, or business terms are now also often displayed right away. Why is this happening? Because users want speed and simplicity. Voice search optimization also pushes this trend forward: when you ask your phone “how to optimize SEO strategy” or “what are the benefits of voice search optimization,” the system tries to immediately provide a short, clear answer. For companies, this trend may look intimidating: if people don’t visit the site, it seems like traffic is dropping. But here it’s important to look deeper. Zero-click search is not the end of SEO — it’s a new challenge. The task now is not just to attract a click, but to make sure the user remembers the brand already at the level of search results. If your content is picked up by algorithms and shown in the answers, you become visible even without the actual transition. So instead of fearing zero-click, it’s worth seeing it as a change in the rules of the game. Yes, SEO strategy is no longer only about being in the top positions. Now it’s also about competing for your text, list, or image to become the very answer that Google shows first.

Review

09.09.2025

Reading time: 16 min

What Is Website Usability and How Does It Affect Sales?

How poor usability hurts your sales:

Why Usability Is Critical for Product-Based Businesses

Key user behavior patterns in e-commerce:

5 Key Changes to Improve Usability and Increase Conversions

Simplify Navigation

Improve Visual Hierarchy and Readability

Shorten the Path to Purchase

Clarify Product Pages

Make Checkout Effortless

Hidden Usability Killers

What can ruin an otherwise good site:

Analyzing and Testing: How to Know If Your Website Is User-Friendly

How to evaluate your website’s usability:

Want a Website That Actually Converts? Focus on Usability

Need Expert Help Improving UX?