Web design is changing in front of our eyes. Literally.
Increasingly, it’s no longer just about how a site looks. It’s about how it responds to each visitor’s context and intent. The most effective websites today are intelligent, adaptable, and user-aware. Powered by increasingly advanced AI tools, they change from user to user, learn from the behaviour of each visitor in real time, and generate more conversions than ever before.
What is adaptive design?
Adaptive design refers to experiences that change based on who the visitor is, where they came from, and how they engage. This is often powered by dynamic personalization, which allows content, messaging, and layout to evolve in real time based on user signals.
For example, if someone lands on your site from an industry-specific ad campaign, the landing page they reach should reflect that context. This could involve tailored headlines, relevant case studies, and specific calls to action (read our full blog on landing pages in 2025 for more).
Lead generation and personalisation
Traditional lead generation uses fixed user flows and general broad-market messaging. While this can bring in leads, it often misses the mark with high-value visitors who expect a more relevant experience. This can be very costly, with one study by McKinsey and Company finding a 40% increase in revenue from personalised experiences. Contextual design ensures that visitors see content aligned with their specific needs from the moment they land on the site. For anyone familiar with account based marketing, this should ring a bell.
Imagine someone from a large enterprise revisiting your platform for the third time. Instead of seeing the same content as a first-time user, they could be shown a direct path to a product demo, a comparison page, or a named account CTA. This level of personalisation makes the journey smoother, more persuasive, and more likely to result in a conversion.
AI: The missing link
In theory, adaptive web design has been possible for years. But advances in AI mean that websites can now track visitor behavior, detect patterns, and adjust content without needing constant manual input. This technology enables:
- Recognition of traffic source and adjustment of messaging
- Recommendation of content based on previous pageviews
- Display of different CTAs depending on industry and company size
- Tailoring of journeys based on stage in the buying cycle
Instead of creating a single path for all users, AI helps build multiple, evolving journeys in real-time, each crafted with conversion metrics in mind.
Planning for change
For web agencies, supporting adaptive and personalised design requires thoughtful planning. Layouts need to be modular. Content must be tagged, categorized, and delivered flexibly. The tech stack should support data integrations and front-end logic that allows for seamless variation.
This isn’t easy, but at Kooba we’re already investing into these processes across our work. This ensures that we can build increasingly adaptive solutions in the future, and won’t need to retrofit our existing platforms and workflows.
As with any other design work, the first step is to define your objectives and gather relevant information. Identify key user types or segments, map their journeys, and then use personalisation tools to deliver the most relevant content, offers, and actions to each of them.
The future is here
Dynamic and adaptive design is fast becoming an essential lead-generation tool. With AI based systems, teams can now deliver context-aware, relevant experiences that respect the user’s time and accelerate the path to conversion. Whether through simple personalisation based on source or deeper segmentation by behavior, adaptive design is what turns interest into intent, and intent into action.
If you want a website that can change with your users (and convert more of them than ever!) get in touch with Kooba’s team today.
