Three Things We’re Thinking About in 2026

SiteCrafting has called Tacoma home for 28 years. Our office has moved just a couple of miles, but our perspective and responsibilities have grown far beyond square footage.

We started in a small, noisy office in the old Tacoma News Tribune building. We built IKEA furniture, forgot to buy pens, dodged parking enforcement and learned quickly what it takes to build something real. Since then, we’ve grown through acquisitions, team expansion and a city that has evolved alongside us.

Today, near the 26th Street on-ramp at Brown and Haley, we are in our longest-standing home. We’ve watched downtown change, contributed to Tacoma’s renaissance and chosen to stay rooted here. Being part of a community requires presence, and that still matters.

As 2026 begins, three priorities guide how we invest our time, energy and expertise in the year ahead.

1. AI with Purpose and Intention
AI is evolving quickly, but its usefulness still depends on how intentionally it is applied. In 2026, SiteCrafting is focused on helping organizations use AI in ways that are practical, responsible and aligned with real needs rather than novelty.

Chatbots are one part of this work, but they are not the whole story. We approach AI as a broader capability that includes:

• Consulting to identify where AI can meaningfully support users and internal teams
• Prompt engineering and model configuration grounded in accurate, approved content
• Custom AI tools, including chatbots, that reflect an organization’s voice, values and accessibility standards

When designed with intention, AI can reduce friction, improve findability and support better service delivery without replacing human connection. When implemented without strategy, it often creates confusion and erodes trust.

Our role is to help organizations move beyond generic AI solutions toward purposeful implementations that support their mission, staff and the people they serve.

2. Reporting for On-Site Search Optimization
On-site search data reveals what users are actively trying to find and where websites are falling short. In 2026, SiteCrafting is investing in Sitka Insights reporting to better understand how search features are used and how they can be improved to support faster, more successful outcomes.

Sitka Insights search reporting helps organizations:

• Identify the most common search terms and unmet content needs
• Surface zero-result searches that indicate gaps in content or labeling
• Understand how search behavior differs across audiences, devices and entry points

By analyzing internal search data, teams can improve content structure, navigation and search configuration to reduce frustration and increase task completion. These insights help ensure that search features support accessibility, clarity and efficiency.

For SiteCrafting clients, search reporting is not a passive metric. It is a practical tool for improving findability, usability and overall website performance.

3. Investing in Community, Not Just Projects
We are proud to be from Tacoma, but we are even more proud of the work we do for organizations committed to improving life in Tacoma and Pierce County. These are groups doing essential work, often quietly, and their success has a direct impact on our region.

In 2026, we are continuing to invest in community by:

• Supporting and sponsoring organizations and events aligned with our values
• Sharing expertise through education, mentorship and advocacy, particularly around accessibility and inclusive design
• Maintaining long-term relationships built on trust, care and accountability

After the pandemic, we made a conscious decision to double down on our physical presence, remodeling and expanding our office rather than stepping away. It was not the simplest option, but it was the right one. You cannot fully participate in a community from the sidelines.

Looking Ahead
Our office may have traveled only 2.1 miles across Tacoma, but as a company, we are worlds away from where we started. What has not changed is our commitment to doing work that matters for our clients, their audiences and the community we call home.

In 2026, we are thinking carefully about how technology is applied, how insights are turned into action and how our work contributes to something larger than any single website.

We are here to stay, and we look forward to continuing to play our part in the growth and success of Tacoma.