via flickr
What is the point of a website?
Most take the assumption they are there to answer questions… I would argue we need to focus more on conversation than on definition.
Take for example most hospitals. If you focus on definition (answering questions) then you have chosen to compete with WebMD, MayoClinic.com, etc. If you choose to compete on conversation then you have a chance to be of valve in your local community.
The exception to this of course is being definitional around content specific to a local community. Things like maps, phone numbers, services offered, etc. It is important, of course, for your consumers to be able to find you and know what it is you specifically offer.
Much more impactful are conversations. In addition conversations become transactional in my mind.
Question: how are you adding conversations to your online presence?
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