In May 2014 the New York Times revealed that only a third of its web users visited its homepage, to which the internet proclaimed “the homepage is dead!”

Whilst this may or may not be true, and is discussed further in our trend Contextual Responsiveness, the wider question is on the changing role of websites in delivering information.

As people move towards consumption formats that are more aggregated and consistent, the role of the website in delivering information is being diminished. Smarter search engine and social media platforms, richer and more flexible digital media advertising formats, and content aggregators like Flipboard, Newsy and Buzzfeed are all driving a shift in users consuming information away from the host site. Recently, even purchasing can be done through Instagram with no brand interaction at all.

The delivery of content and interaction is being set free from conventional web design.

The website should, at the very least, no longer be considered the home-base of a content strategy, but rather a key player in a squadron of platforms delivering content. The future opportunity lies in developing websites set free from being information driven, that generate stronger emotional connections with a brand’s audience. Connections that are ultimately more poignant and shareable.