"Next Gen" Websites are a series of steps and pages designed to give YOUR customer MORE VALUE and help YOUR business make more money$$.
Some people call them "marketing funnels" or "lead funnels" or "sales funnels" ("next gen website" is my term for it).
It doesn't hurt that they're full of automation and customization for the customer either!
This short video should help explain things...
If you have any questions, reach out.