6 digital oversights letting down the communities you serve
When residents visit a council website, they come with a purpose: to find information, complete a task, or access a service. But all too often, digital experiences fall short. Whether it’s confusing navigation, outdated content, or services buried behind layers of departmental language, these issues can leave communities frustrated and disconnected.
Councils do not intentionally create these challenges. In fact, many of them stem from well-intentioned decisions made during website builds that have not kept pace with user needs. As councils across Australia and New Zealand look to modernise service delivery and better engage residents, it is time to re-evaluate what your website is really doing for the community.
Based on insights from the Granicus Experience Group (GXG) and its SmartSite Package for councils, here are six common oversights that could be holding your digital presence back and what to do about them.
1. Assuming content is discoverable just because it is published
One of the most persistent myths in digital government is the idea that simply publishing information is enough. However, content that is not tagged correctly, buried under poor navigation, or outdated can be impossible for residents to find, even when it is technically on the site.
When residents cannot find what they are looking for, they often resort to calling the council or giving up altogether. This not only frustrates users but also increases demand on internal resources. The GXG SmartSite Package addresses this by conducting full content audits, simplifying navigation, and ensuring real people can easily locate the services and information they need. A more intuitive structure also helps search engines like Google surface the right content, making the site easier to find from outside as well.
2. Using internal or technical language instead of plain language
Residents do not think in council lingo. They are looking for “pay my rates,” not “revenue services payment portal.” Organising a site by department or using overly technical language builds barriers to access and understanding.
Using plain language helps ensure all users, regardless of background, can quickly understand and act on the information presented. GXG helps councils refocus their content to reflect how residents actually search for services, ensuring content is written in a way that matches user expectations. Councils create a more inclusive and effective online experience by building a navigation structure that reflects community language and task flows.
3. Inconsistent and confusing user interface elements
Inconsistencies across a site, such as switching between “surname,” “family name,” and “last name,” might seem minor but can significantly disrupt the user experience. These inconsistencies can lead to confusion, form abandonment, and data errors, especially for users with limited digital literacy.
As part of the SmartSite process, GXG identifies and corrects these inconsistencies to improve clarity and usability. Establishing uniform terminology and design patterns across the website helps build trust and makes interactions more predictable and accessible for all users.
4. Prioritising aesthetics over usability
A modern website should look good, but it also needs to work well. A visually appealing site that lacks functional design elements or does not support assistive technologies can create real barriers to access. Residents might be impressed by the homepage but quickly become frustrated when they cannot complete basic tasks.
GXG focuses on making targeted design updates that improve user experience without requiring a complete site overhaul. This allows councils to get the most out of their current platform while enhancing usability and accessibility for a wide range of users.
5. Treating the website as a static product
Websites are not “set-and-forget” products. Community needs, technology standards, and service delivery models change over time, yet many council websites do not evolve accordingly. Without regular updates and strategic oversight, websites quickly become outdated and ineffective.
GXG provides councils with tools, governance support, and a sandbox environment to plan and implement updates safely and efficiently. This proactive approach ensures the website continues to reflect current community needs and supports ongoing improvements in service delivery.
6. Designing without community input
Assuming you know what the community wants without asking is a risky move. Without input from real users, councils might design digital experiences that fall short entirely. Services built on internal assumptions often lead to poor adoption and underwhelming results.
That is why community co-design and testing are core to the GXG SmartSite Package. By engaging with actual users throughout the process and using tools like tree testing, councils ensure the final structure meets the needs of the people it is intended to serve. This approach not only yields better outcomes but also fosters trust and encourages long-term community engagement.
Want to learn more about how a focus on information architecture can improve your council website? Schedule a consultation with GXG today.