New technologies and trends in web hosting are offering businesses more and more ways to streamline their processes, improve website performance and deliver an enhanced user experience.
For digital marketing agencies managing multiple client websites, it’s never been more critical to stay ahead of the rapidly evolving online landscape. As a trusted hosting provider to UK agencies of all sizes, we’re sharing the five biggest trends in web hosting for 2025 – and how they can benefit your clients.
1. More widespread adoption of cloud hosting
Cloud hosting isn’t new, but 2025 will see far more businesses electing to migrate their websites onto cloud-based servers. For marketing and digital agencies who provide full website management services, using cloud hosting – as opposed to running your clients’ websites on physical servers in remote locations – has multiple benefits.
It’s easier to scale up or down as their traffic fluctuates and ensures you can provide continual uptime without any lag for your client’s customers. It also offers more storage and power options for increased website performance, particularly when combined with AI-powered solutions to automate tasks like load balancing.
2. A continued shift to green hosting providers
Businesses are beginning to realise that website hosting – as benign as it seems – can significantly impact their company’s carbon footprint. Over the course of a year, the average website takes around 720kg to run; the equivalent of driving from Oxford to Lisbon and back.
As sustainability becomes more critical, we’ll see a continued shift towards green hosting. As well as demonstrating best practice with your agency’s own website hosting, you should also encourage your clients to select a hosting provider with green credentials.
Look for a hosting partner who has an environmentally-friendly infrastructure, uses local data centres powered by renewable energy, and is fully compliant with ISO14001 standards.
3. Tougher measures to protect your clients’ websites and data
Cyber-attacks on small businesses are happening more frequently; in fact, almost a quarter of UK SMEs have experienced some form of cyber-attack in the last year. Hackers are using increasingly sophisticated methods to exploit any vulnerabilities in a website’s security; in 2025, we’ll see a much greater focus on defence.
If you’re an agency who manages multiple websites for your clients – especially if they’re in the e-commerce space – using a hosting provider you can trust is critical. If one of your clients’ sites goes down, you’ll be accountable. Your hosting provider is your first line of defence against attacks on your clients’ websites, so it’s essential that they have robust security systems in place.
As well as monitoring against the ongoing threat of viruses, malware, spyware or ransomware, your hosting provider should work with you to implement advanced measures to keep your clients’ sites safe. This includes zero-trust security models which require continued user verification, and quantum-resistant encryption to protect sensitive data.
4. An emergence of industry-specific solutions
The sheer volume of hosting providers can make it difficult for marketing agencies to know where and what to choose for the benefit of their clients. As with everything online, hosting is becoming more nuanced and less ‘one size fits all’.
Finding a hosting provider that works specifically for agencies or specialises in the sectors that your clients are in will add all-round value. We’re anticipating seeing hosts increase their specialized offering for agencies, e-commerce, finance, charity, pharmaceutical and more. A hosting provider you can work with, as an agency, will aid you in meeting cyber regulations as well as supplying features specific to your agency that will add value to you and most importantly your clients.
5. Growing adoption of AI-driven technologies
Artificial intelligence is gradually transforming time-consuming processes across multiple industries, and website hosting is no different. Over the last few years, we’ve seen a rise in AI-powered hosting where typical tasks like backups scheduling, server monitoring and cyber threat detection can be automated.
We’re also seeing AI-driven tools play an increasingly important role in website optimisation. With AI, your hosting provider can analyse your clients’ websites to identify patterns of web traffic, predict any spikes and ensure there’s enough server capacity to handle them.
In 2025, we’ll see an increased use of AI tools to optimise website performance. As well as delivering a better web service to your clients, it also frees up your web developers to focus on more tangible website updates.
Website hosting isn’t always the top priority for marketing agencies, and companies often focus more on front-end website functionality and design considerations than site speeds and threat detection.
However, understanding the latest trends in website hosting will help agencies to adapt and evolve to today’s rapidly developing digital landscape, and ensure that in addition to keeping their clients’ websites and data secure, they’ll enable them to deliver a great online experience.
To find out how we can help your marketing or digital agency run cleaner, greener and faster websites for your clients, contact us today.