Future of Websites

The interesting thing about discussions like this is that you are, to a large degree, preaching to the choir. One would assume that most of the people who read and respond are active users of social media and are trying to decide the degree to which they want to participate (platforms, time, etc.). One wonders whether there's another way to engage the ones who aren't engaged. I think our passion intimidates this group; you can see it in their eyes at Chamber and SCORE meetings. They'd like to play -- maybe -- but they don't fully understand the cost of admission.

Blogging is great; so is Facebook, YouTube, LinkedIn, and scores of other platforms, we hear speaker after speaker at PodCamps tell us. Lots of nodding and "hallelujahs." But what would you expect the reaction to be there? We run the risk of being accused of arrogance for calling static websites "so 1990s" (with no disrespect intended toward Anna). Some of the most successful people I know have static websites (or no websites at all) and to move in a more "current" direction might just be a distraction.

Perhaps our best approach would be to go to where the 1990's crowd is and show them how easy it is to dip their toes in the water and realize that like any long-term relationship, it may take a while for them to go cliff-diving.

Gini makes the point well. She wasn't comfortable with video but she's getting there over time. I think the real future growth is with the people we can take by the hand and grow our business with them -- with baby steps. Too many people are trying to build outposts before they make sure the home base is safe and secure.

To answer the question about websites, I think it's a must. But you also have to have outposts like at Twitter, Facebook, etc. But the important strategy is to understand where your prospects and key stakeholders are going to be. There's no point setting up outposts all over the place in terms of ROI initially. As you come to understand online marketing and communications you'll discover more about your audience and where to be.

The big challenge is making your website stand out from the rest of the crowd. At Jontus Media we're just about to launch a new sexy website so I've been grappling with these issues but it's not easy – even for an experienced marketer. Bottom line: we've gone for mixing call-to-actions with more "get to know us" content (including video and visual). I hate being on camera personally, but like Gini I'm an extrovert introvert trying to grow my business :)

BTW Gini, I LOVE these videos. Just wish they were available as part of the AD iphone app so I could watch on the go!!! (*hint* when is the app coming?)

@abarcelos I think you touched on an important point. You may not NEED anything but a static website right now, like @@peter_osborne mentioned, but being prepared and able to adapt, make changes, and move the direction your audience demands will result in better interaction and integration with the evolving online community.

Natural introvert? I DON'T BELIEVE THAT! If you're an introvert, you should write a book about coming out of your shell, because I NEVER would have guessed that and it would likely sell millions, billions even.

Websites, the generic idea of personal/brand information on a hosted page , will be around for a very long time, which I think you sort of hinted at by saying you'll always need a place for people/customers to come back to.

But it seems that, and correct me if I'm wrong, you're saying your traditional web efforts of offering a website and a website alone (no Facebook, Twitter, etc. integration) is dead. I would completely agree. If you have a website with zero social connections, then you're essentially on an island all by itself.

I'm working on my presentation for WordPress WordCamp right now, and it's along the same lines. Basically, the perspective I'm pushing is that a dynamic website should be a reflection of your overall strategyfor using all hte tools forsocial media out there - and facebook is just one of them. It can be your most important tool, but I don't think it should be your strategy in itself. A dynamic page made in WordPress (or any other system) should be the center of your community in the online world.

The website isn't dead. No matter how much you put into a Facebook or Twitter page, those are still subject to Facebook and Twitter's terms of service so they could be removed or services cut at any time, and where does that leave you? There are so many things that are difficult to convey through a Facebook page due to its nature of communicating short messages, a longer-form page such a traditional website is often necessary for those pages.

I believe that blogs and social media will not be the death of the traditional corporate website. Instead, these sites will serve as a grounding mechinism for both social and traditional marketing. I understand the excitement behind the emerging customer-centric impression marketing movement, but customers can only supply so much feedback. Where will you get drivers, manuals, and a single address for someone to contact the company's sales reps?

So, no, I don't see blogs doing in websites. I do, however, see a future without browser based websites. As desktops transition more to home entertainment systems, I can see the phone evolving into our connection point and mobile apps becoming the new hub for companies.

consultantlaunc brings up a good point too...about the value of time. There are still some companies that don't even have websites because they are old school or in markets that are not as technologically savvy.

These are exciting times and I'm doing my best to adapt...but I'm not taking anything off the table. Every customer and market is different.

And that's great for you, Julie. But a lot of people don't want or need that. They don't spend the time on Twitter and blogging (and I presume other platforms) that you do -- and there's nothing wrong with that. It's all about your SM strategy and being true to that. You want -- and perhaps need -- the visibility for your type of business; others don't because they're less transactional. If you have the URL and just want to create your real estate presence, Google doesn't matter. If you work in a relative closed market (e.g., niche consulting, private-equity), Google may not matter. As HowieSPM notes below, I can set up a site using a WordPress theme that will get you found, add some cool bells and whistles as widgets that will give your site the feel that you want, and have a perfectly content client who'll return when he or she is ready to go to the next step, which might be some geotargeting (site profiles on either location-based platforms or professional sites), a blog, comments on targeted blogs, or downloadable content that further establishes your status as an industry expert.

This is brilliant, Gini, and I totally agree. I see Peter's comment below and I know what he is saying but I think you have to really think on every point you made in the video. I know my content is being found. You know as a prolific blogger with great content that you drive traffic here. I appreciate that. We have to be willing to realize that change is inevitable and embrace change.

If you can't find a website because it is impossible to Google, you still have no reason to have a presence. Moving + Great content = visibility. I can tell you it works for me!

Gini..I think there is a niche for static websites -- consultants who don't feel they have the time, expertise, or money to maintain a more active content-driven strategy. These are the people who don't want (or don't think they are capable of sustaining) a blog and really just want a presence. They recognize that they need a presence of some kind b/c every prospect's first question tends to be "what's your website" and they understand that presence gives them "credibility."

I have a few clients like this and you can talk about refreshing content to boost search results until you're blue in the face, but the reality is that they're primarily interested in a reactive presence (prospects who type in their address). Shortsighted? Yes. Misguided? Probably. But this is a group that wants to select their customers and focus on one-on-one relationship building.

I think the best you hope for at this point is to give them a clean, simple presence that's easily updatable; encourage them to post some free, searchable (and downloadable) content and hope that at some point they'll be willing to try a blog. The additional reality is that some people can live quite nicely without Facebook and Twitter and confine their "marketing" to a static site and their LinkedIn presence.

Best wishes. Get some sleep.

Peter

This is really good advice. As per my comment yesterday it's really important to own your content and your main sales channels, but always look to integrate other ways of reaching your customers. Your Vitamin water case is great. Today just over 1 in 6 US consumers will log into Facebook, and only 1 in 12 will actually do an activity on Facebook (like comment, Like, update status etc). Huge pool, but not EVERYONE. But most I bet 5 in 6 go online and watch TV.

Your web presence needs is dictated by two main factors. Your business type and your monetary resources. Boeing can definitely have a neat Facebook page showcasing planes to consumers with interior views etc. But they need a massive website to handle all the specification data, engineering drawings etc so a customer who might spend $200mil on a plane and is comparing them to Airbus can get what they need. Vitamin Water doesn't need much of a Website. And they probably feel it's ok if in 3 years Facebook is an also ran like MySpace and just migrate. Depends on the level of interaction and data you want with/from your customers.

And I agree 100% if possible funnel everyone to the web presence you own. But if you can work out ways to integrate all you do seamlessly even better! I will end with the most important lesson I have ever been taught and it captures everything you just said Gini: Impermanence. Everything you do, be prepared to adapt in the future.

There is only one thing in life that is guaranteed in life, change. - The Tibetan Book of Living and Dying

Make sure that your website is built on an easy to use content management system that gives you flexibility, SEO capabilities and integration with social media. Being able to change and add things on the fly to keep your site fresh every day without IT intervention is a beautiful thing my friends.

Love the dog bark in the background, Gini!