Nottingham City Council website success

Nottingham City Council Web strategy: how to become the site of choice for local residents By Pete Stevens – GOSS Interactive

Agenda Objectives Implementation Results Future

Website drivers

Nottingham City Council online objectives
My Nottingham to become the place for information and services
Website:
Provide easy access to council and non-council information
Provide easy self-service tools
Create an engaging environment with “stickability”
Off site:
Make the site discoverable
Push content to Social Media sites
Publicise the site offline

Driving traffic to your site

Tips for content success
Put the thing that people want to do on the homepage
Don’t explain what your site is for
Make the process simple
You are taking your customers time – make their life easy
It is not a murder mystery
A link is a promise
Gerry McGovern

User personas
City Centre Worker
“ Excellence comes from innovation.”

Name: Jonathan Hull
Age: 37
Employment: East Midlands trains
Job title: IT Manager
Information needs:
IT/Marketing info
What’s on and going out
Social networking
Notts Forest FC

User personas
Secondary School teacher
“ Bringing culture to kids.”

Name: Clair Wells
Age: 41
Employment: Fernwood School
Job title: English and Art history teacher
Information needs:
What’s on (art and theatre)
Teaching resources
Bees

Driving traffic to your site

Nottingham on Google
Google lists 36,300 page for site:www.nottinghamcity.gov.uk

How Google works – Google view

How Google works – user view
50% of searchers are using key phrases with three words or longer
30% of users search with two word phrases
13% search with one word key phrases [Source: e-consultancy]
So:
Embed relevant key words into your content, but not at the expense of meaning and readability.
Your message should be crafted around what people are searching for.

Daily visits Bounce rate (come to the site and leave immediately) Average time on site Sources (where visitors come from) Popular pages (where visitors go)

Results (Population 264,000)
March 2009
164,427 visits
106,668 unique visits
641,477 page views
Traffic sources
60% search
21% referring sites
19% direct
October 2009
259,200 visits
159,612 unique visits
921,405 page views
Traffic sources
57% search
26% referring sites
16% direct
33 %

Awards and acolades
Silver award at the LG Communications Reputation Award ceremony in the Digital Media category 2009.
“ The winning entries provide first rate examples of how to build reputations, showing the importance of a strategic approach, clear objectives and creativity.“ Edward Welsh, Programme Director, Media and Campaign, LGA

Future ideas
What does it enable?
Single sign on for the web
Login once
What makes it special?
No-one owns it
Open
Free
Extensible

...Intranet
Instant messenger, Facebook, Twitter and LinkedIn in a company environment - using and building on ... GOSS iCM
Core functionality: project teams and pages

Any questions? Follow: @gossinteractive

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Nottingham City Council website success

by GOSS Interactive

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