Content as Conversation

“Site visitors and app users come for the content. Of course, the information architecture (IA) and the site search must make that content easy to find. The design must be attractive and usable. The technology must work.

“But IA, search, design, and technology are all there to support the content that people come for: the words and images that make up the conversations between your visitors and your site or app.”

Content as Conversation | UX Magazine.