You knew this was coming. How could we let January pass without sharing our predictions for what’s ahead in the world of website marketing? As businesses gear up for the year, here are a few of the top trends we’re watching closely in 2011.
1. Most New Websites Will Be Mobile-Friendly
With smartphones in the hands of more consumers than ever, building a website that doesn’t function well on mobile is quickly becoming a thing of the past. In 2011, we expect to see mobile compatibility move from a “nice-to-have” to a must-have. More companies will be investing in mobile versions of their websites or responsive layouts that work seamlessly across all screen sizes.
2. More Businesses Will Jump into Social Media
It may feel like everyone is on social already, but the numbers tell a different story. According to a Mashable report from May, only 24% of small businesses were using social media platforms at that time. While that number has likely grown, we anticipate a much bigger push in 2011. Expect to see more Facebook pages, Twitter accounts, YouTube channels, and integrated social features on company websites across industries.
3. Web Content Will Get Shorter and Smarter
We’re all busy—and so are your customers. As attention spans shrink and content consumption increases, websites will need to get better at saying more with less. In 2011, look for web copy to become more concise, scannable, and impactful. The focus will shift toward short headlines, clear messaging, and layouts that guide users quickly to the most important information.
4. Personalized Web Marketing Will Gain Ground
Personalization is starting to move beyond big retailers like Amazon. More companies will begin tracking user behavior to tailor messaging, product suggestions, or offers based on browsing history and past purchases. It might feel a bit “big brother,” but when done right, it can greatly improve the user experience and boost conversions. Expect to see more websites experimenting with personalization tools this year.
Those are just a few of the trends we think will define 2011. From mobile design and social engagement to streamlined messaging and targeted marketing, it’s shaping up to be a transformative year for web strategy.
What trends are you seeing? Have you already begun implementing any of these in your own marketing? We’d love to hear what you’re planning for 2011.