Dynamic Content: The End of the Static Website
In the early days of the web, every visitor to a website saw the exact same thing. This is called "static content."
Dynamic content (or adaptive content) is the opposite. it refers to web content that changes in real-time based on data about the visitor.
How Dynamic Content Works
When a page loads, a script or server checks visitor attributes such as:
- Traffic Source: Did they come from a LinkedIn ad or an organic Google search?
- Location: Are they in London or New York?
- Behavior: Is this their first visit or their fifth?
The website then "swaps" specific elements (like headlines, hero images, or call-to-action buttons) to match that context.
Why It Matters
Dynamic content removes friction. By showing a visitor exactly what they are looking for based on their intent, you significantly increase the chance of conversion.