I saw this article recently on MarketingProfs, “Three Deadly Reasons Most Websites Fail,” outlining why most websites struggle to get the results they want. While the original post is geared toward marketing professionals, the concepts can easily be applied to communicators in the public sector looking to improve online engagement with constituents.
The article discussed how many websites continue to operate with a limited scope and the out-of-date goal of using the website as an “online brochure” for the company or organization. These days, successful websites actually serve as a valued resource; share timely and relevant content; and/or deliver services more efficiently or accessibly via online platforms.
For government organizations, a website provides broad access to an amazing amount of resources and content. Many government websites work hard to tailor services and content to reach the widest possible audience. And yet, some government websites still have a hard time attracting visitors and maintaining long-term traffic gains. So what can you do? Here’s a public sector spin on the 3 Deadly Sins for websites:
Deadly Sin #1: Providing an Online Brochure Instead of an Experience
Most companies and organizations with a website consider it a key part of their toolkit for reaching an audience, but not enough think of a website as the core of a well-run communications and thought-leadership strategy. The goal of a website is to attract visitors, provide services, and delight users. Have you built your website around a similar set of objectives? Beautiful design and SEO tactics are not enough – a successful website has to be built around compelling, timely content.
Health-related websites rank high in government website web traffic ranks partly due to the fact that sites like NIH.gov (National Institutes of Health), CDC.gov (Centers for Disease Control), and USDA.gov (Department of Agriculture) provide up-to-date information on topics that are highly relevant and important to the public: health care information, food recalls, and disease prevention. Even if your website serves a different audience, every website can be improved by regularly providing exceptional content that resonates with your visitors’ day-to-day interests and needs.
The key to transforming your website from a flat publication to an interactive experience is to provide ways for visitors to engage, communicate, and share. Visitors should feel they have gained some value when they click away from your website. As an example, if you offer the ability for visitors to subscribe to receive an alert when your web content is updated, they will be satisfied that they will be notified when new information is available, which will contribute to repeat visits and make it easier for them to send that information on to their friends, family, or peers.
Deadly Sin #2: Using One-Size to Fit-All – People Need Personalization
In today’s world of constant consumption and a culture of frequent updates, people expect to receive a constant stream of information that is not only up-to-date and interesting, but also customized for them. Not only do you want fresh content to attract your audience, you need to take that content a step further by tailoring it to meet specific audience segment’s needs. For example, if your organization has multiple stakeholder audiences, why not offer different “sections” for your different audiences? One great example is the U.S. Citizen & Immigration Services’ Citizen Resource Center. They clearly differentiate content for different audiences on the main home page, with quick links to content that is most often viewed.
It’s easy to see that people respond to a combination of content and personalization. Many organizations are already segmenting subscriber lists by user interests, frequency of updates, and other characteristics to provide specific content to distinct audiences. Providing customized email subscriptions that link to specific content topics is an effective way to gain access to a wider audience.
Additionally, websites can add thoughtful options for people interested in getting updates or becoming a frequent visitor. SBA.gov (U.S. Small Business Administration) provides a sign-up page for frequent visitors, and a browsing mode called “SBA Direct” that can be personalized with options such as topics of interest and types of businesses. These tools help visitors navigate directly to information that matters most to them and cultivates a positive user experience, increasing the probability they will come back and recommend the service to others.
A more personalized experience provides more value to visitors. Making the effort to hone in on your stakeholders’ wants and needs will continue to fuel improvements to digital communications as information and content changes and grows, helping your website gain more and more traffic as time goes on.
Deadly Sin #3 – Building a Website for Yourself Instead of the Audience
Government websites are meant to be public-facing and should be built with that in mind. Building a website with a singular focus on meeting the expectations of staff inside your own organization could be the worst mistake of all. Instead, consider what visitors would value most and build a website that provides that content and design into your organization’s website.
Utah.gov is one example of a government website getting praise for doing this right. Utah.gov puts search front and center. The design is beautiful but not at the expense of function or user-centric features. The thoughtful approach resonates with the majority of people who are familiar with navigating the web through a search engine like Google.
Not sure how to find out what your stakeholders want from your government organization? Ask them! Seek out ways to reach out to your stakeholders and find out how to improve your website to better meet their needs. A little attention in creating thoughtful, personalized features goes a long way in attracting happy visitors.
Attract, Provide, and Delight – A Recipe for More Web Traffic
Marketers in the private sector focus on attracting new prospects, converting leads, and delighting customers. Communicators in the public sector must similarly turn their focus to creating an innovative and attractive web resource that focuses on:
- Attracting web traffic by broadening public access to resources.
- Providing frequent updates that provide meaningful information and rich, personalized content.
- Delighting web users by innovating and continuously improving the web experience.
Your visitors appreciate consistent, thoughtful content creation and will notice customized features that improve their experience. Happy visitors turn into repeat visitors, and website traffic will soar.
Have you experienced any of these “Deadly Sins”? Share in the comments if you have a good example of a website avoiding these mistakes and boosting traffic the right way!