Do you get frustrated by websites that are hard to navigate and don't really give you the information you want?
We understand a lot more about how to make websites work. It's getting web owners to make some changes.
Jim Sterne is a consultant based in California. He was in Ottawa recently to talk to marketing people about his fascination with websites.
Sterne has written eight books on tech and founded an organization that analyses trends in the web world. He wants people to get more out of websites, and for business to realize that they need to pay attention to the web.
Sterne says, "Anything that helps people to communicate is a winner. Now, here comes mobile web and all that, and we have social media.
"Yes, eventually my fridge will know when I am out of milk and will place an order for replacement. It is just going to be everywhere."
Sterne is constantly in demand for public speaking. He explains his view that websites are important, and that business needs to do more than just count how many visitors they get.
At Sitebrand of Gatineau, they are all about designing websites that guide consumers, offer help and advice and respond to what you are doing on a site.
Sitebrand has been forced to lay off staff in the recession but the CEO, Chris Corman, is convinced business realizes the need to make improvements.
Marketers have always wanted to do more: personalization of a website to make it respond to you. Up to now, the technology fell a little short and was not that mature.
"That is changing, and over the next couple of years you will see a lot more personalization," says Corman.
Amazon.com is a good example of a site that helps consumers, Corman says. It has a track record of using a variety of techniques to reach people.
E-mail is becoming popular – a company sends an email with a link to the business site. Corman says be sure that search engines can find your site, and make sure content is constantly updated to reflect new opportunities.
Plus, use social networking elements and don't abuse the privacy of customers.
