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Nottingham City Council website success
 

Nottingham City Council website success

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Nottingham City Council's successful web implemetation with 33% uplift in site traffic.

Nottingham City Council's successful web implemetation with 33% uplift in site traffic.

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    Nottingham City Council website success Nottingham City Council website success Presentation Transcript

    • 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