Digital Darwinism: Why some websites will thrive while others disappear in the future

"Do we really need a website today?"

That's what someone asked me a few weeks ago.

We were talking about the next generation of digital sites (at MainCross we call them Network Sites), and then went back to questioning sites altogether.

"People are finding answers on ChatGPT, our content is published on social media and contact information is all over the place. Where does a site come in?" she added.

Well, sites signal a lot more than just showcasing information. They signal business credibility and maturity, and give prospects a destination they can visit, re-visit and share.

There's immense value there.

Though increasingly that currency can also be signalled by a review-rich Google Business profile for a local business or by high engagement social handles for consumer brands selling on Amazon or Etsy.

Digital trends are changing so fast, especially with AI.

Come to think of it, the internet has evolved dramatically since its inception:

• from static brochures (Web 1.0)

• to social connectivity (Web 2.0)

• and now the fediverse & decentralization (Web 3.0)

Amidst this, a key question has emerged: How will people & brands create sustainable value in tomorrow's digital landscape?

Today, website traction is significantly impacted by:

• AI chatbots

• Changing consumer behavior

• Social media walled gardens

They are reshaping the digital landscape. This means certain kind of websites may thrive, and others may not. Here's a perspective on that.

What kind of sites will thrive in the new web?

Premium / gated content sites

Subscriptions, paywalls, exclusive content. That will work if there's high quality niche content. Think of these as specialty / niche knowledge sites, built as independent ventures or as a owned marketing & distribution channels on top of and for an existing business.

Community-centered sites

Sites that foster genuine human connection over shared interests, needs and experiences. Discord servers and platforms like Reddit focussed on community interaction, but the future platforms will be more niche, and owned by brands.

They'll have branded identity, their rules and customs. And they'll require more consistent effort and investment.

Experiential sites

Websites offering unique digital experiences that can't be as easily replicated by AI and other tools.

Think of interactive storytelling platforms, virtual reality experiences, and more gamified engagement delivered via custom designs that amplify the brand identity. But such sites can usually be heavy and slow to load.

Phygital sites

Platforms that bridge online and offline experiences, more augmented reality, some virtual reality and features that help transfer engagement, experiences and currency across the phygital.

Example: Sites and apps that enhance physical retail experiences with digital components, like the NikePlus program.

What kind of sites may not thrive in the new web?

Generic content aggregators

Sites that simply collect and repackage widely available content. Why? Because most content has now been picked up by the ChatGPTs of the world. Lazy repackaging without a real angle or niche audience connection will disappear.

We all know of BuzzFeed's decline which shows how vulnerable content aggregation is to algorithm changes and user fatigue.

Static business sites

Business sites will still be needed because branded digital presence signals credibility. Businesses also need to provide a space for prospects to research and compare, and to tell their own story.

But sites that don't offer unique content value or a sense of authentic engagement will see diminishing traffic and retention.

Ad-dependent content farms

With the Internet flooded with AI-generated content, sites producing low-quality content that optimized only for ad revenue will have a tough time. That model is highly vulnerable today.

Ads (when delivered transparently) will work where platforms can retain and engage a high-quality audience. And that requires both: high-quality (and increasingly niche) content and community interaction tools.

Isolated e-commerce

Online direct-to-consumer stores without community engagement, content updates, or unique experiences may find it hard to grow.

Customer acquisition costs have been rising as is, and brands often decry diminishing reach and impressions on third-party social media platforms.

Retention is more important than ever. But sole product listing is not going to be enough for consumer retention and engagement. That requires high-quality media and brand community interaction.

Without differentiation either through content or community, mere product listing sites will find it hard to compete with the Amazons and legacy brands of the world that are turning to direct-to-consumer models.

Meanwhile, some attributes will become hygiene for sites?

• Data privacy

• Transparency practices

• Emphasis on first-party data

• Basic community tools

• Touch of AI

The future internet will reward authenticity, unique content & connections. And those rewards will go to the people & businesses who build for their niche with consistency and intent.

So, I go back to the question I was asked, "Do we really need a site today?" The answer lies in what business or social impact you want to create.

Recap

Static websites, digital brochures that merely display information, are rapidly becoming obsolete in today's AI-driven landscape where consumers expect dynamic interaction and community engagement.

Network Sites, which prioritize authentic connections and seamless content publishing and discovery present a winning model by creating branded spaces where audiences genuinely feel welcome and want to participate rather than just consume.

This transformation isn't merely aesthetic but fundamentally economic: businesses that fail to evolve from static information sites to thriving content hubs and engaged community networks will find themselves increasingly invisible in the attention economy.