If you manage or contribute to your local government website, chances are you have a good idea of what isn’t working. The site may be hard to update. It might have thousands of outdated pages.
After a while, it starts to become obvious when a municipal website needs an overhaul. Everyone from citizens to web editors to elected officials make comments that the site looks old, or is hard to use, or is too cluttered. While it’s easy to say your site needs help, it’s more challenging to know how to approach the improvements.
People visit city websites to perform tasks. What’s the best way to serve citizens visiting your website? Understand what they’re looking for, and make it easy for them to complete their tasks.
Everyone expects the top content on a local government website to be about jobs, events or police - but for many of our customers, the results are quite surprising. In this post, we highlight several "surprising" pages that broke into the top 10 recently illustrating why it is so important to understand the uniqueness of your community and dive into the analytics for your own website.
In an earlier blog post, we provided an introduction to Google Analytics. This follow-up post shows you how to uncover some interesting insights when you take a deeper dive into the analytical results. It also points out the importance of looking beyond the surface and include trends, comparable data periods and benchmarks in your analysis.
You can’t manage what you don’t measure. This is an old management adage that is even more important today as there are so many more ways for customers to engage and interact with you – and most of these channels are digital. Which channels are the most important, what do they want to do, what information do they need, which messages resonate with what audiences, what do they want to do, and are you spending your time in the right places?