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BETTER WEBSITE SERIES:CREATING A CITIZEN-FOCUSED WEBSITE THAT MAKES GOVERNMENT EASIER
PHASE 2: DESIGN
CONNECTING PEOPLE
About CivicPlus
Our mission at CivicPlus is to help make local government work better. Connecting people—connecting communities—is at the core of everything we do. Since 2001, we’ve been building custom websites for city and county governments in the United States, Canada and Australia. In recent years, our role has expanded to forming partnerships with local governments and their communities. We help improve communication, workflow process, and the citizen experience.
www.gulfshoresal.gov www.cityofbrevard.com www.ci.manhattan.ks.us
About the Speaker
Deb currently oversees the implementation team at CivicPlus. Her web-development insight stems from consulting with hundreds of local governments to understand and address their online issues.
Deb McNewVP of Professional [email protected] x225
Objectives
Objective 1
Laying Out Your Navigation and Content
Objective 2Determining Your Design
Objective 3
Communicating Your Message and Marketing Your Site
What Citizens Are Saying
of surveyed citizens say their government website is less than easy, difficult, or very difficult to use*.
*Digital Disconnect: The Gaps Between Government-to-Citizen Online Interactionsvisit www.digitalcommunityengagement.com for more info
67%
How Your Citizens Feel
“The City website is a sad, somber site that I only go on because I have to. With technology being what it is today, it would be nice to be able to sign my children up for the various programs and trips that our city offers. I am a mother of four, always dropping off or picking someone up from practices. It is hard for me to get to the Recreation Department during their operating hours and so I often miss out or have to pay late fees. Life would be soooo much easier if I could do it online.”
- Anonymous Resident
Benefits of Good Web Project Planning
Citizen SatisfactionBetter CommunicationConvenience of Online Service
Cost SavingsDigital interactions cost 80% less than non-digital interactions*Allows citizens and government staff alike to be more productive because they can conduct their government business more conveniently
Compliance and Revenue More convenient methods of payment encourage higher compliance and increased revenue collection
*Accenture’s Digital Citizen Pulse Survey
Visit www.accenture.com/us-en/Pages/insight-digital-pulse-survey-summary.aspx for more information
The Digital Disconnect
More than half of citizens are unsure about the basic functionalities their local government
website provides
Digital Disconnect: The Gaps Between Government-to-Citizen Online Interactionsvisit www.digitalcommunityengagement.com for more info
Do Your ResearchGather and analyze current web statisticsSurvey citizens prior to beginning your project.Create a Web Team
Reach out to the communityCreate a proactive brand and marketing campaign prior to the project
How will you drive traffic
So….What Should I End Up With
A Community Needs AssessmentOrganizational goals around the site clearly defined
A Complete Marketing PlanThe data to make planning your website navigation and content a no-brainer
Organizational Goals
You should have 1-3 high level goals for the site.
If you were building a new city hall would you tell the contractor “I want a prettier building than I had before?”Increase Citizen Satisfaction as measured by X by EOYIncrease Website Transactions by X% by Q2
Define what is a transaction and how measured
Increase Website Traffic as measured by x by EOYOur top x services will be available on the web by x date
Set Departmental Goals
Base them on the organizational goals
Parks and Rec activities will have x% online registrations by dateCode Enforcement will have x% of violations reported online by datePhone calls for General Services will reduce by x by date
Define Your Main Navigation
Base it on dataOrganizational and Departmental GoalsHighest visited pages/most requested search termsMost requested servicesYour most prevalent personas/audiences or similar activitiesForget your org chart!
Determine Your Content
Figure out what you need to offer, then organize it
Don’t have a webpage for the sake of having a webpageLook at your data from the Planning PhaseGo through the current site to see if something was missedInterview departments, check their phone/foot traffic logs
Define Your Design
Use the plans from Phase 1Use a professional designer to optimize your homepage
Consider negative spaceScroll/no scrollUse your data to plan graphic buttons, spotlights, etc.
Use your personas and user experiencesPay for professional photography
Plan for Communication
Set up your communication plan Based on the Planning Phase what are your stakeholders expecting to be available
Event Notices, Emergency Notifications, Bid Offerings
How will you deliver thoseWho is responsible
Plan for Marketing
Making sure people know it is thereImplement your marketing plan from Phase 1
Think about your personas when choosing mediaFollow throughKeep checking goals to make sure it is working
Make sure staff is trained and have enough knowledge of the site to direct citizensBe sure to market specific services not just the site as a whole
How to Evaluate Your Site
CivicLink www.civicplus.com/civiclink
Personalized report based on citizen and staff perspectives of your communication efforts
Want help?
CivicPlus has partnered with over 1,700 municipalities to improve efficiencies and overall communication with citizens. We can help you establish metrics, set goals and develop a custom website that citizens will use – we guarantee it
www.leaguecity.com www.nantucket-ma.gov
Download the Presentation
This presentation is available for download
Visit www.civicplus.com/BetterWebsiteSeries for this presentation and several others resources.
