Next Gen Web Design
Engineering a web experience is about establishing and conducting a conversation with your audience. By this standard most business sites are either rude or inconsiderate because they are based on a presentation model. In the physical world a good conversation has a “Hello” – Dialog – “Goodbye” flow and the same should be true digitally. A digital conversation has the same flow although the delivery does have to be slightly different. If your marketing model is based on building relationships then an exploration of the conversation model is critical.
This Hello phase in the digital world often starts with a query at a search engine and you can think about this as a “Tell me about X” question. Your response to this would typically be “Hello my name is Bob. Let me tell you about X”. This is followed by an acceptance of the offer, which moves the conversation to the dialog phase.
The dialog section of the conversation is a point and counterpoint cycle that passes between the parties. In the physical world we have clues that cause us to pause and invite others in. In the digital design you need to engineer for the same process. A good conversation has balance and flow in the dialog and sometimes you need to take a breath and let the other person react to your comments. One common way to do this is to ask a question and get direction to the next issue in the conversation. Conversations by their nature can go in just about any direction.
In good conversations there is a refining process that helps the members of the conversation learn from each other. If you are on the provider side of the conversation your goal is to communicate the value of what you offer to the other party. If you are the purchaser, your goal is to gain the information you need to justify the decisions you need to make. Identifying with your audience is a key element in creating a relationship and that is ultimately what drives the actions of that audience. Get them to like you and you will find that people do business with those they like and they like those that help them understand.
The goodbye phase of the conversation is where you bring the conversation to a conclusion and often there is a “Call to Action” in this point. If you are selling something, then by all means ask for the order at this point. If this conversation is part of a larger relationship with the customer then invite them back.
Most sites today are modeled on a presentation not a conversation and the goal of the presentation is to move the relationship to a conversation that ultimately gets to the results your business needs. Simply stated we need to get off our soapboxes and talk with our audience. Our prediction is that the next generation of websites will be conversational and they will allow businesses to reach the scale that they struggle with today. This topic is evolutionary not revolutionary and so our advice is to move toward this model in manageable steps.