As we enter a new decade, I want to make a prediction about where I see the web industry going in the next few years.

During the past 10 years, website design has largely been driven by graphic designers and IT geeks. These combined skills have produced some nice-looking websites that function well technically. And for most businesses, that’s pretty much all they’ve expected from their website.

But times are changing. More and more businesses are starting to realise that their websites are simply sitting out there in cyberspace looking pretty. They are failing to bring in any new enquiries and sales.

Business owners are starting to ask the question: “How can I actually SELL more from my website?”

And the graphic designers and IT geeks look at them blankly. You see, they’ve never actually had to sell anything in their lives. They don’t know how to do it. Nor should they be expected to.

So what’s the solution?

A small (but growing) number of web design companies in the United States and the UK are grasping the idea that a radical shift is needed in the way websites are designed.

New Zealand is lagging behind a little but in the next few years, we’re going to see more and more businesses demand that their websites be built primarily with a MARKETING focus.

What part will graphic design play in websites during the coming decade?

Certainly, graphic design will always be important in terms of a presenting a sharp, professional image. But fancy graphic effects are on the way out. More importance will be given to the layout and structure of the site (so people can easily find their way around) and, above all, the WORDS on the site.

Ever since I started in the web industry in 2003, I have believed that writing is the number one skill required by anyone who is serious about selling on the Internet. But most businesses think about the words on their websites as an after-thought. They pay through the nose for fancy design and then cobble together some words to fill the space.

It’s a recipe for failure… as 95% of New Zealand businesses with websites are now discovering.

What will be the most critical skills for web designers in the 2010’s?

I believe the web industry will need to look beyond just building nice-looking sites that work well. Web companies will need to know how to write persuasive headlines that draw visitors into the site and entice them to actually read what is on the page. They will need to understand the art of writing to keep people engaged. They will need to grasp the fundamental marketing principles of having a ‘unique selling proposition’ and making an ‘irresistible offer’.

They will also have to appreciate search engine optimisation (SEO) and know how to read traffic Analytics.

Any web company not designing with SEO in mind is already off the pace

There are two fundamental things a website needs in order to succeed. The first is traffic. If your site isn’t getting seen by the right number of the right people, it can’t succeed, no matter how nice it looks.

The other major factor is website “conversion”, which is the hottest topic today in the web industry in the US and UK. You see, however much traffic your site gets, it needs to convert those visitors to take some action. The proportion of visitors who take action (either by buying something, contacting you or whatever other action you want them to take) is called the Conversion Rate.

Hardly any New Zealand web companies are giving much thought to conversion rate optimisation. But that’s going to change in the next few years as clients demand it.

And for good reason. If you can double your conversion rate, you can double your sales, without having to increase traffic. Once your site is converting well, you can confidently spend more on advertising to drive traffic to it, and know you’ll get results!