In the wave of the COVID-19 pandemic, the world changed, including the business world and how we adjusted to a life lockdown. Suddenly, everyone had a favorite video platform—Google Meet, Teams, or Zoom—and “You’re on mute” became the most repeated phrase of the year.
Three years after the pandemic officially ended, are we now returning to the “old normal”? Are our clients looking for more meaningful relationships that include face-to-face meetings? Let’s explore how business meetings have evolved and what that means for client relationships today.
Boardroom to Zoom – and its impact on our relationships
During the pandemic businesses were forced to evolve rapidly into a new virtual world. We were no longer allowed to meet face to face to discuss projects, have a catch up or pitch our services.
I always felt there was something a little cold about virtual meetings. While you could break the ice with a flickering camera, disconnected headphones, or the classic muted microphone, it never quite matched the energy of being in the same room.
However the convenience of the virtual meeting made a huge impact. The ability to go from one or two meetings a day to four or five was a major increase in productivity. More importantly, it opened doors to clients across the world, making it easier to form relationships without geographic limitations.
A major shift for our team—and many others in the web design and digital space—was the opportunity to build strong connections with international clients. We’ve had the privilege of working with businesses across the USA, South Africa, and Australia, relationships that may not have happened without this global shift.
Shifting back to face-to-face engagement
But now that the pandemic is behind us, are we going back to the old ways? Over the past year, we’ve noticed a real shift—our clients are keen to meet face-to-face again. Whether it’s just catching up with a long term client face to face to discuss new projects or existing ones or in person sales pitches, we have definitely noticed an increase in requests to meet face to face.
As a team we are more than happy to be stepping out of the virtual world to meet our clients. So, we’re back on the road, jumping in the car or catching the train to see them. It’s a breath of fresh air being able to step away from the screen and have real, in-person conversations brings a new energy to our work. It allows us to connect, discuss ideas more freely, and collaborate in ways that just aren’t the same over a video call.
Why are face-to-face meetings making a comeback?
Is it just digital fatigue, or is there something more bringing people back to in-person meetings? Many professionals have realised that virtual interactions often lack the engagement needed to build strong, long-term business relationships.
Face-to-face meetings develop trust and rapport in a way that emails and video calls cannot. Harvard Business Review carried out research into email vs face to face requests and the studies showed that face to face communication is 34 times more successful than over email.
The web design and development market is highly competitive and competition is fierce, businesses that are investing in personal connections are standing out. When you sit down with a client, you can read their expressions, feel the energy of the conversation, you can also have spontaneous conversations that actually end up sparking new ideas that might not happen on a call. Meeting in person isn’t just about talking, it’s about connecting. In a creative industry, working side by side like this isn’t just nice to have, it’s the best way to collaborate.
Additionally, decision-making processes can often be expedited in face-to-face settings. Many companies are also finding that clients are more receptive and engaged when discussions happen in person rather than through a screen.
The future of business relationships
From working through to Covid to the last few years since, I think this is beginning to come clear. Although technology has evolved and it makes it easier to connect, it can’t replace real human interaction. That’s why I believe in-person meetings are making a comeback—because people value genuine, face-to-face interaction.
Companies that are recognising this shift and making the effort to meet in person when it matters will be able to build stronger, more lasting relationships. After all, business isn’t just about emails and video calls—it’s about people. As we get back to meeting in boardrooms, cafés, and conference halls, it’s clear—nothing beats being in the same room. Talking, listening, bouncing ideas around—it just feels more natural. That’s where the real connections happen.