In the worlds of finance and fashion, predicting future trends is a very tricky business. One false move can wipe millions off the value of a company or a brand. Albeit on a smaller scale, website design is very similar. In today’s world a company’s website offers a glimpse into the nature of the company or brand it represents.
Therefore, if a website appears old-fashioned or clunky, it can seriously hamper the image of a business.
However, if we permit ourselves the luxury of peering into the crystal ball, the question becomes: what will websites look like in the next few years and how can companies attempt to stay ahead of curve?
The obvious trend we are likely to see emerge in the next few years will be websites that provide an immersive user experience. Web browsers are generally becoming more sophisticated, opening the door to more complex web functionality. Add to this the spread of wearable technology and the development of the ‘internet of things’ and we are likely to see bespoke websites for individual users.
To make this a reality, web designers will need to ensure content and data is capable of being displayed on a huge variety of devices – from desktops to smart watches. Information will need to be accessible and manageable at every level so that it can be repurposed to fit a range of displays and user interactions.
As more and more information come from apps that are external to the website – i.e. Google’s Nest thermostat – websites will need to have the flexibility to expose content from third party apps.
To keep up with trends, content management systems (CMS) will have to increase in sophistication. A key factor will be facilitating responsive and personalised design. Through a variety of new tools, web designers will be able to create and manage sites that will work on the wide variety of devices and provide users with personalised browsing experiences.
Business owners may find it daunting when considering these expected changes to websites. However, unlike previous website design trends, such as the rapid development of mobile and tablet friendly sites sparked by the smartphone revolution, the migration to immersive and fully flexible sites is likely to be more gradual.
It is still not known whether smart watches and other wearable devices will become as pervasive as smartphones. Currently, we can only speculate as to how consumers will use the interconnected devices promised by the internet of things.
In terms of practical advice, the best approach for a company to keep their website up-to-date is to treat it as an app. The days of regarding a website as ‘static’ are long gone. A site needs to be linked to the CRM, marketing automation systems and sometimes the business management software within a company, thus becoming itself a full-fledged application. Consequently, websites need to be closely monitored for glitches and upgrades need to be anticipated
Business owners would do well to think of their website as being in a constant state of flux. It should be built using a platform that has modules, templates and apps that can be updated separately. Treating a website as a constantly evolving project and accepting that it is not simply a passive portal will help you to appreciate and anticipate the changing whims of design and technology.
