5 things residents wish their council website did better
Residents are among the most important users of council websites. In order to serve their needs, it’s crucial that you first understand them, rather than making assumptions or guesses about what they want. Understanding what residents really want from local government websites can help to save time and money in the long run by allowing you to focus on what really matters to them.
In our work with local governments, we often interact with residents in our user research. While no two projects are ever the same, we have definitely noticed some similarities in their core needs. In this blog, we’ve compiled feedback from residents and highlighted some of their common website needs so you can improve your community's online experience.
Gathering feedback from council residents
The best way to understand what your residents want from their council website is to speak directly to them. While many different user research approaches can inform website projects, two key methods are used by us to gather qualitative feedback about user needs.
Focus Group Interviews
Focus group interviews involve creating a script of face-to-face questions that allow users to give us in-depth feedback. By engaging users in open discussions, we can uncover detailed information about their thoughts, feelings, and experiences. The interactive format allows us to capture nonverbal cues as well as spoken information. The sessions also give the interviewer flexibility to adjust the conversation as needed to gain insights.
User Experience Surveys
User Experience (UX) surveys collect quantitative and qualitative data about users' interactions and experiences with council websites. UX surveys allow you to quickly reach a large number of people and ask a wide range of questions, making them versatile for gathering various insights. Survey responses are also easy to analyse, providing structured data for straightforward interpretation. Participants can respond anonymously, leading to more authentic responses.
Want to know more about user research? Check out this blog that explores the user research process in more detail.
What residents want from their local government websites
Easy-to-use search function
Not being able to easily find information is a common pain point for residents. In our research, they often talk about situations in which they knew a piece of information was on the website, but had a lot of trouble locating it. To help them on their journey, an easy-to-use search tool is a crucial touchpoint at the start of their journey.
To ensure a smooth start to their journey, search tools need:
- Fast results
- Accurate results
- Autocomplete or predicted search terms
- Distinction between different content types, i.e. icons for PDFs
Effortless navigation
Local Government websites are notorious for having deep, complicated sitemaps, and residents aren’t fans. When we speak to them, they often give feedback about not wanting to have to dig too deep or look too hard for information. This means the sitemap should be clear, understandable, and intuitive for users.
The labelling (naming) of menu items is also key to a seamless user experience. Confusing or ambiguous menu items lead users down rabbit holes and make completing tasks or finding information more time-consuming. Simple and descriptive page names should be used, and subtitles or descriptions in the menu can add context.
Reducing the number of clicks required to find information is also crucial to making navigation easier for residents. Where possible, related information should be kept on one page with links to more detailed or specific topics and other information.
Clear, everyday language
We often hear direct feedback from residents about their dislike of “public servant language.” Local governments often use ambiguous or unnecessarily complex council jargon. During user testing, we also find that these terms cause a lot of confusion and make it hard for users to find information, particularly when they are used for menu items.
Phrases that cause confusion for residents that are often used on council websites include:
- Planning
- Environment
- Community consultation
- Public health
- Environment
The fix is simple: use clear, everyday language that matches how residents search. Add brief explanations where needed and test with users regularly to keep your site intuitive and easy to navigate.
Filter options for activities and venues
Planning days out and finding events to attend, particularly for families, is a key function of local government sites. When planning days out, residents want simple filter options (like those on an e-commerce site) to sort through activities and events. Being able to quickly narrow by date, location, price, accessibility, or activity type makes it much easier to find something that suits their needs. They also expect consistent details about parks and venues, such as opening hours, facilities, accessibility information, and booking requirements. This consistency helps them compare options side by side without needing to leave the site or hunt for information elsewhere.
Simple forms
Residents often struggle with PDF forms, finding them difficult to download, complete, or submit. This is also a common accessibility issue on local government sites. Where possible, PDFs should be converted into online forms to make the process smoother and more user-friendly. This also improves accessibility, as many PDF forms aren’t fully compatible with screen readers or other assistive technologies. Simplifying forms in this way reduces frustration and helps residents complete tasks quickly and efficiently.
Enhancing your council website for residents
Many of these issues have relatively simple fixes, so you don’t need to wait for a complete website rebuild to improve your residents' experience. Making small tweaks and improvements can make a huge difference in the long term.
Get in contact with our team to find out how we can help, or sign up for our Local Government newsletter to receive more content ideas directly to your inbox!