Will DXPs replace corporate websites?
Some marketing experts predict that corporate websites will become obsolete, replaced by direct communication through social media and fully integrated digital experience platforms (DXPs). While businesses are shifting toward more seamless and personalized digital interactions, the idea that websites will disappear is misleading. Instead, they are evolving—becoming smarter, more connected, and more essential than ever.
As digital transformation accelerates, companies are moving beyond standalone websites and adopting DXPs, which integrate multiple digital touchpoints, from social media and mobile apps to AI-driven personalization tools. The goal is a more intuitive and data-driven customer journey.
Gerrie Spaansen, director and PR consultant at Sharpe International, sees this shift but cautions against the assumption that websites will vanish.
“Businesses are investing in more personalized digital experiences, but that doesn’t mean websites are going away. Instead, they’re becoming more dynamic, integrated, and essential in a broader digital strategy.”
This trend is particularly evident in industries that rely heavily on data-driven engagement. Personalization, automation, and AI-powered content delivery are making websites more adaptable, ensuring they remain at the center of a company’s digital presence.
The role of corporate websites is changing, not disappearing
While social media and DXPs play a growing role in brand communication, a corporate website remains a company’s most important owned digital asset.
Unlike social media, where businesses rely on third-party platforms, a website provides stability and control. Changing algorithms, shifting policies, or platform outages don’t affect a corporate website in the same way they do a brand’s visibility on social channels. Websites also remain a trusted source of information, offering clarity and credibility in an environment where misinformation can spread quickly.
“Social platforms are great for engagement, but they’re not enough on their own,” Spaansen explains. “If you want to build credibility and provide a lasting source of information, you need a website that works as a digital anchor for your brand.”
Another advantage is depth. Social media favors short-form content, but websites allow for more in-depth storytelling, thought leadership, and case studies.
Websites, PR, and reputation management
Beyond being a hub for company information, a corporate website plays a crucial role in reputation management. Businesses that rely solely on social media for communication risk losing control over how their brand is perceived. Effective PR through journalistic media remains essential for building authority, fostering trust, and managing public perception.
Spaansen emphasizes the importance of balancing direct engagement with earned media coverage.
“A well-managed corporate website, combined with a strong PR strategy, ensures that a company’s story isn’t just told—it’s validated by credible sources. This reinforces trust and reputation in a way that social media alone cannot achieve.”
Companies that actively manage media relations and secure coverage in reputable outlets not only enhance their visibility but also strengthen their credibility. A corporate website serves as a reference point, consolidating press mentions, thought leadership, and key messaging in one authoritative location.
Sharpe International helps companies create dynamic, engaging, and credible communications strategies. Want to know how to future-proof your corporate website and enhance your PR impact? Contact us today.
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