Our aim is to create a website that can used by as many people as possible to access the support and services they need. To do this, we have come up with a set of principles we always consider when creating content, building websites or developing new online processes. These principle help us to have consistency in our approach to content inclusion and the quality of that content.
1. User needs come first
Our evidence tells us the majority of our residents come to the website to complete tasks and find information. So we will focus on our customers' needs, what they are looking for and want to achieve and ensure this content is clear and easy to find. We will consider accessibility, user journey and user experience when creating content that enable customers to self-serve online.
2. Continually design with data insight and analytics
We aim to shape the content and user journey around what users naturally choose to do and inline with customer expectations. Rather than bending them to a system we’ve invented or a process that does not match the need.
We continually review data and user journeys to improve and adapt the site to changing needs and demands. We use customer queries and feedback to identify what our customers are looking for and expect the council to provide.
Where we have limited data insight, we rely on our previous insights, experience and customer personas (typical customer groups based on national and local research) and start with a prototype or minimal viable product for testing and then review again.
3. Concise and instructional
Everything we publish should be in plain language to reach as wide an audience as possible. This means using everyday words and avoiding using jargon, technical and legal terminology. When complex words and concepts are used they should be explained.
We aim to keep sentences short and in the active voice (Hemmingway). Be specific, and instructional and to the point. Writing in this way also aids automatic translation functionality and requires less effort from the user to complete their tasks, or gain the knowledge they seek.
Making something simple can be challenging - especially when the underlying policies or systems are complex - but that's what we should be doing. Sometimes explaining a complex process is not enough, and we need to consider the entire user journey and consider new solutions so the experience is more organic.
4. Make tasks clear
Residents often aren’t receptive to additional messaging, or quirky design choices when they’re trying to get things done. We want to focus on the task upfront (pay council tax, apply for school place, report fallen tree) and then include instructions required in context throughout the user journey. We will identify the audience, their needs, any eligibility requirements and provide a clear and consistent call to action (button). We will also include further details and frequently asked questions in a way that allows the user to decide what is important to them to explore further.
Our messaging and further information should surround our tasks (circle of need), rather than expecting the user to read and understand it all up front then take action. As part of the user journey we aim to identify what customers are looking for, what they do and what happens next.
5. Iterate. Then iterate again
The best way to build good content and web services is to start small and iterate. Release first-draft content early, monitoring, observing and testing it with our services and customers. Then iterate by adding features that further improve and refine the experience, or deleting things that don't work, and don't add value. Iteration reduces risk. It makes big failures unlikely and turns small failures into lessons. When something isn't working, don't be afraid to scrap it and start again.
Website content and features constantly evolve, there is rarely a single solution or point of completion. Needs change, services change, behaviour and expectations change. Making lots of small improvements, is better than a big change that can take months to plan and build, and may not get released after all that effort.
All content should be audited, reviewed and checked on a regular basis. Our pages requires ongoing maintenance and are assigned a schedule for review. We also use software to identify and fix issues on a daily basis. No content should be created, or published without knowing who is responsible for it.
6. Less is more
Adding new pages to our site, without understanding the impact on existing content and search results, can lead to a frustrated, confused, or partially informed user. We need to investigate and understand the user journey to avoid any repetition, content split over too many pages, multiple versions of the truth, or low value content.
We should aim to create content that is focused on our core service offers and delivery and the information our customers expect to find on our website. If there is further information that may be useful and is provided by someone else (a trusted source or partner), we should be signposting to it, rather than replicate it. We don't need to replicate a search engine by listing every source of related content - a few well selected links will have more impact and build trust.
7. Be consistent
Our teams, services and directorates often communicate differently, or use specific language. This can reduce confidence in the message, and make users stop and think rather than complete an action instinctively. We want to achieve a ‘ONE’ council approach to our communications as this is what our citizens expect. Having a consistent brand and approach, improves trust and sets expectations.
Our overall site templates are designed to be familiar and consistent, so that they work with assistive technology, customer browser settings and are designed for 'everyone'.
Our playbook isn't a straitjacket or fixed rule book. Every circumstance is different sometimes the content naturally tells us how to shape it - for example a page for selling our services may be different from a page offering support. When we find patterns that work or work within set standards, we share them within our playbook. But that shouldn't stop us from improving or changing them in the future when we find better ways of doing things or the needs of our customers change.