Content strategy trends for government websites
Public communication in government sectors is undergoing significant transformation. The changes are already resetting healthcare, education, and other government-adjacent industries. With the integration of new tools and strategies, embracing the changes shaping citizen engagement is essential.
Embracing chat for faster, phone-free support
While chat support is a common feature on websites, attempts to automate the experience have fallen short. Rapid innovations in chat now allow government services to provide much more human-like phone-free assistance to citizens, streamlining their experience. Governments can significantly reduce wait times and increase user satisfaction by leveraging newer chat platforms that consume existing website content as source material.
Harnessing personalisation to deliver relevant content
A notable trend is the use of personalisation to amplify messaging. This helps the government in a few ways. By analyzing real-time behaviour, personalisation provides related content, services and instructions. This allows administrators to create custom “experiences” that combine varied media and messaging that users can connect with better.
While the hype is real, the approach demands commitment, governance, and overcoming the initial learning curve about how different solutions work. We have built personalisation solutions that comply with government requirements around data storage and user privacy.
Saas vs on-premises data residency
Analytics play a vital role in evaluating content effectiveness. However, government regulations impose stringent guidelines on data tracking. Recently, on-premise analytics tools such as Matomo have advanced significantly, offering detailed segmentation by stages of consideration and other pertinent metrics. These tools do not process data outside of the approved servers, checking the necessary boxes around privacy.
Agility: The foundation for a citizen-centric web team
Beyond fleeting tech trends, adaptability is the key to effective governmental communication. Adopting agile methodologies, such as iterative testing and rapid prototyping, facilitates swift adaptation to evolving citizen needs. The ability to rapidly iterate content, especially in an attention-competitive environment, is essential.
At Morpht, we pride ourselves on driving agility in public communication. Our mission is to guide governmental bodies through these transformative times, helping them redefine their communication strategies for a digital era.