we are wasting the potential of websites by treating them as secondary marketing assets.

we need a landing page for a campaign, a form to collect sign-ups, a place to explain the product i think we could give the website a much bigger role by giving it more sources of information to learn from: + what visitors search for and interact with, + the questions they ask, + changes in the product and business, + how the website is mentioned elsewhere on the internet

these inputs could build a growing understanding of how the website is used, what it explains well, and what it needs to improve.

it could use that knowledge to update explanations and test a clearer structure, then learn from how visitors respond to those changes

more relevant inputs would give it more context to work with, more ways to adapt as the business and its audience change

a website could keep gathering information, making changes and evaluating the result...

that is a much bigger role than we usually expect.