SOCITM is advising that Top Tasks be at the forefront of local authority website design. And they will be awarding - and taking away points - for the 2012 version of Better Connected.
And this will have Directors worried because nobody up on the top floors likes to see 'could do better' in their review, regardless how lacking the criteria by which the assessment was made. This then puts pressure on the web and communications teams to work towards getting a good score on Better Connected, which doesn't much help address the underlying issues of audience engagement.
Top Tasks is all about people coming to your website, finding what they want and leaving as quickly as possible a 'satisfied customer'.
We concede that this is not a bad thing. However, this also does nothing to build engagement with your customer base - each day you are starting all over again with a fresh set of visitors and then letting them go. What if those customers who came to your website today do not have reason to return again for a year? That's an opportunity lost.
Publish more interesting content from across the authority more of the time. Make it look good - professional and credible. Invite people to the site through digital communications. And repeat.
Monitor the results, analyse the topics that achieve the best response and begin to build a picture of what your customers are interested in. And respond accordingly.
Constructing your website to deliver Top Tasks is but one aspect of true audience engagement.
www.game6.co.uk
www.game6.co.uk
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