To fully understand the website needs of your organization, you must understand the expectations of your audience.
Do you know what type of users log on to your website the most? You may not see their faces – but they are your digital audience. These digital customers aren’t just in the audience for your government organization – they are part of a larger digital audience and bring with them expectations gained elsewhere on the web to your site. They have little tolerance for delays, clunky layouts and processes that are not intuitive.
For most of your site visitors, the website has become the primary way they access services and transact business with your organization.
The website has replaced brick-and-mortar offices, meaning the way it looks and functions now shapes the perception your community members have of your government agency. An inefficient website gives your residents a negative impression.
Ask yourself: does your website deliver the same experience as the happy faces at your office; a customers experience, that will serve, engage and delight them?
An improved website strategy positively impacts the customer view of your organization.
This view of the resident’s evolution into a “customer” is coming into sharper focus. A digital engagement study performed by Accenture found that “improved digital services would positively change customers attitudes toward local government.” As an added bonus, 72% of the respondents say that better digital services would also increase their willingness to engage.
For the majority of digital customers, the website has become the organization.
The digital strategy your organization chooses to use shapes the viewpoints of your customers more than it has in the past.
Become more trustworthy to your customers with your website and its content.
With customers expecting more from their digital experience, improving your digital strategy is vital to your municipality. Focusing your website strategy on providing excellent and valuable content in an easy to find way, will ensure that your customers stay informed and have the information they need at their fingertips.