It seems apparent to us here at Marketing Partners of Arizona that we now have seen three generations of websites, and now have entered a fourth generation. Come with me now as we revisit the progression of this phenomenon:

First Generation – It was, just get a website up, and you are among the elite marketers. Content was immaterial, just having one legitimized your business and told others you definitely were “with it.” The early examples, even those handled by marketing agencies or advertising firms were little more than flash pages. These “online flyers” contained little more than basic, bare bones information, but they offered the perpetrator great credibility. This was especially strong when accompanied by a URL on business cards, brochures and stationery. Company operatives would eagerly ask anyone within earshot, “Have you looked at our website?” Can you estimate how long it’s been since you were asked, “Do you have a website?” Why, today, that would be an insult!

Second Generation – These were more comprehensive, and actually ushered in the requirement for some navigation acumen on the part of the webmaster team, whether that be led by an internal staff member, business owner or outside public relations or Web design firm. Little more than electronic, print-oriented brochures, they, nonetheless, were characterized by a certain degree of sophistication, particularly in how the material was organized and presented. Now, entities who heretofore were price prohibited from producing four-color printed pieces for themselves and clients, could include colorful displays amidst the copy blocks.

Third Generation – Indeed, in this phase websites had come of age with flash, blog windows, videos, sound, e-commerce capabilities, imbedded forms and no small amount of dazzle. Unfortunately, in the craze to be state-of-the-art it also signaled the birth of the website on steroids, particularly in the area of a feverish urge for information overload and – to a regrettable degree – unintended redundancy and irrelevance.

Fourth Generation – The trend in today’s websites, at least those we are asked by Marketing Partners clients to produce are far more basic. As the bloom has come off the overkill rose, website developers have been told, “Keep it short, simple, but clear and strong.” This, to my mind, is a stunning example of Back to the Future simplicity – a new age of directness and meaningful content. Today’s best practices websites seem to be trending in the direction that amounts to a refreshing backlash against the monstrosities that arose in the previous generation of website excess.

How is it around your business? I know our diverse web clients are now demanding clarity of message, super-clean layouts and calls to action. This is combined with a perceived need to include “Contact Us” response devices that are designed to provide a brief but adequate enough amount of information in order to help clearly determine respondents’ needs and wishes.

Shakespeare said, “Brevity is the soul of wit,” and marketers have finally come to realize that their online visitors don’t want to devote much time to getting the drift of what is offered in terms of their own best interests.

Allan Starr, founder of Marketing Partners of AZ, is former president of the Phoenix Advertising Club, governor of the Southwest District of the American Advertising Federation, and served six terms on the board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Allan Starr, founder of Marketing Partners of AZ, is former president of the Phoenix Advertising Club, governor of the Southwest District of the American Advertising Federation, and served six terms on the board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Author Bio: Allan Starr, founder of Marketing Partners of AZ, is former president of the Phoenix Advertising Club, governor of the Southwest District of the American Advertising Federation, and served six terms on the board of directors of The Greater Phoenix Chamber of Commerce. http://www.marketingpartnersaz.com

Category: Marketing
Keywords: website marketing,online marketing,online marketing trends,website changes,marketing in phoenix