The future of corporate website design?
As a web consultant, I lead and manage the design of web projects. So naturally anything that brings “sparks” in regards to strategy interest me. I came across an awesome snippet of in regards to corporate website design. A simple question was posed on the blog Web Strategy, “What is the future of Corporate Websites in 5 years?” This answer from Chris Smith rocked my world when I read it — so many thoughts came to my mind in regards to user-experience:
“I actually believe in 5 years the “corporate website” as we now it will no longer exist. Gone will be the days of the static brochure site, supported by a “dynamic” sub-branded social community. There will no longer be the “self-service” document download centers, or the video case study hiding the infomercial inside.
I see the corporate website as hub of individuals that become your first point of contact, and guide you through your search for products, service or support. Consider the example of the Apple Retail Store experience and extend that to the web. You are going to the corporate site for a reason. Even casual browsers to a corporate site have a passive agenda. Virtual corporate ambassadors will assist you in your interaction with the company, blurring the lines of sales, CRM, and support, with the use of chat, video feed, guided browsing, VoIP… the list goes on.”
Chris’s insight is right inline with the trend of user-focused web sites that utilize social media to “engage in the conversation“. Furthermore, this concept is it really isn’t as far off as it may seem. The web is already integrated as a utilitarian function for our daily lives, why keep the medium passive? The technology is there can be there. We’ve all seen “sprinkles” of this on web sites today, like Sprint.com — they ask you if you would like to “begin a live chat” to answer any questions.
This snippet of insight from Chris takes the concept to a new level. I love it.
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While I see Smith’s perspective, I don’t believe it reflects a real world outlook on where the vast majority of companies are these days with their digital marketing efforts and consumers are with their grasp and adoption of technology as a whole. We can talk all we want about web 3.0, but too many folks are still trying to wrap their heads around 1.0. So that 5 year timeframe seems — at least to me — crazy optimistic. But when you’re sitting in one of those hotspots of the digital universe like San Fran, it’s probably harder to see what’s happening in the trenches out here where the digital gospel hasn’t quite taken hold.
But who’s to argue with Owyang elevation of Smith’s assessment, right? If Forrester says white is the new black, there is always an army of followers ready to prove it true.
For what it’s worth, it’s hard for me to take Smith’s comment too seriously when his own company’s website still has a 2007 copyright line. Minor detail for sure, but details count.
Great post Ramsey. I, too, was blown away by Smith’s vision of the corporate website in the next 5 years.
JAK - I think it absolutely reflects a “real world outlook” on where things are heading. First, you’re right, most companies aren’t there yet. And yes, many are still trying to grasp a web paradigm that most of us in the business feels is outdated. Step back for a second and think about how long five years is in internet terms. Five years ago there was no YouTube. There was no facebook, no MySpace, no podcasting etc. I can go on and on. With all thats happened in the last half decade, is it really so hard to believe that Smith’s vision could be reality?
For what it’s worth, your dismissal of Smith’s argument because of a copyright line that hasn’t been updated is a bit weak. You clearly took the time to go to his corporate website and no-doubt combed through it. My guess is the only thing you could find to discredit him was the copyright tag. Details do matter, but that’s a pretty weak argument as to why his theory should be dismissed.
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