Why is this important?

People usually need something from the Government when they visit a website or digital platform – it is important to remember this because it helps us to plan the content of government websites.

Often, people visit government websites during important events in their lives – applying for a pension, purchasing a house, the death of a loved one, or the birth of a child. During these emotional periods, it is important that we provide users with quick and easy access to the information and services they need, so they don’t spend time searching for information from Government.

Formal information on state structures and official press releases are important – but many users of Government websites will simply need to apply for something, or get clear information on a policy change or event in their life.

Focusing on the services that people need can also change how we think about Government websites, using them less as complex ‘banks’ of information but more as lightweight, user-friendly points to provide access to key public services and supporting information.

Practical guidance for meeting this standard

If you are creating a new digital service, we recommend designing it using our 5 step digitalisation method – this will help you plan the project effectively, improve business processes and design a digital service that meets user needs. Read more about the 5 step method here.

It is important that you create a ‘service team’ that will focus on creating or updating a particular digital service – the team should have time to work on the project and have a clear idea of their responsibilities. Find out how to structure the team here.

When designing a digital platform, help users to get what they need as quickly and simply as possible. Use text based content to provide guidance and information to people using the service. Make sure that analytics is built into the platform from the start – this helps us to understand which parts of a service are most useful, or require more attention because they are not clearly understandable.

Don’t use Government websites as document stores. Official press releases & news articles are important but the focus should be on services provided to users, with information and content structured to support that․

Services should be at the first position on menus and easily accessible from Government websites. Find our sample Government website layouts and templates here.

You should also be aware of other existing services provided in your department, and carry out a service process analysis before starting work. Find out how to to analyse services processes here.