Website development takes center stage among Brazil’s most contracted digital services

? A new AnaMid survey reveals a significant increase in demand for professional websites, confirming the strategic importance of owned platforms.

An analysis published by Valor Econômico on July 30, 2025, based on data from the National Association of the Digital Market and Industry (AnaMid), found that digital marketing was the most contracted online service in Brazil in the first half of the year. But there is more to the story: website development ranked second among the most requested services, cited by 53.8% of respondents.

This finding confirms a trend already visible to those on the front lines of the digital ecosystem. As CEO of VitaminaWeb, a technology company specializing in digital transformation, and president of AnaMid, I have been following this growth closely, along with the changing criteria businesses use to decide where to invest in their digital presence.

Professional websites: from “business cards” to strategic infrastructure

The view of a website as a simple showcase is quickly giving way to a more mature perspective: having an owned platform is essential for those seeking autonomy, data and performance. At VitaminaWeb, we have seen businesses that once relied solely on social media or marketplaces move to their own platforms, focusing on:

• Conversion and lead generation;
• SEO and organic rankings;
• Integrations with CRM, automation and AI;
• Control over data and infrastructure.

This shift is directly tied to digital maturity, and that is where the biggest challenge identified by the AnaMid survey lies: 69% of businesses hiring these services are still at a beginner or intermediate stage of maturity.

Professionalism remains a barrier in the market

Despite high demand, the survey reveals structural gaps among service providers: only 9.1% include detailed timelines and scopes in their proposals. This contributes to the main issue cited by clients: a lack of transparency.

As I noted in my interview with Valor Econômico:

“The price war remains the biggest obstacle in the digital market. We need to educate clients and strengthen the value proposition, not simply cut prices to close a deal. Clients are willing to invest more when they see value, expertise and measurable results.”

In website development, this serves as a reminder: a good interface is not enough. You need structure, methodology and clear deliverables.

VitaminaWeb as an example of best practices

At VitaminaWeb, we have focused on filling this gap in the market. All our website and platform projects include:

• Technical and digital maturity assessments;
• Detailed planning with a timeline and defined scope;
• Information architecture focused on performance and user experience;
• Testing, documentation and ongoing governance.

We deliver more than a website. We provide digital infrastructure ready to scale, with a strategic vision aligned with business goals.

More than a trend, a repositioning movement

The renewed importance of owned websites, reinforced by the AnaMid survey data, shows that the market is repositioning itself. Businesses have realized that amid uncertainty on social media, constant algorithm changes and growing demands for reliable data, having an owned digital channel is a strategic asset.

Read the original article published by Valor Econômico: Digital marketing is Brazil’s most contracted online service in the first half of the year