Trapped in Web 1.0

The evolution of the World Wide Web is frequently referenced in stages: Web 1.0 to Web 2.0 to Web 3.0. Regretfully many companies have barely gotten past 1.0. They are already two steps behind. Instead of assuming most people can leap from 1.0 to 3.0, let’s just take a look at a most basic way to get past 1.0.

A simple way is not a technological way, though that is important in any digital medium. The most basic change is to think rethink a website’s underlying purpose. In Web 1.0, the website was a one-way communication and explanation document. In other words, in many ways it was a digital version of a catalog. Now, a website needs to have user-generated content, not programmer-related content.

That’s a big difference. It’s like a magazine publisher saying, “I’m not going to do the writing, I’ll let my readers do it.” And that is what a website should be doing. (And that is maybe why magazines will disappear, as we know them.)

This is important to even the smallest of companies. I’m sure you’ve never heard of Hyman Robertson, but their employee Teri Lucas understands what the new web means. She said, “Our aim…is to create a truly engaging environment that works for our visitors rather than us.” Works for visitors…not the company!

And this site has a great list of 4 Fun Ways to get User-Generated content. One of the ideas is old school yet can work digitally—just install a “suggestion box” on your site.
Just keep in mind: a relevant website needs to be social. Think of it like an informal meeting between your company and everyone who likes it. It is not a speech to a captured audience. As this article says, “create a unique exchange of value that motivate customers to connect with your site.”
Quit yakking and start listening!