The below article originally appeared in the March/April issue of Talk of the Towns, published by the New York Association of Towns.
CONNECTING MUNICIPALITIES & COMMUNITIES THROUGH DIGITAL TECHNOLOGIES
IMPORTANCE OF A WEBSITE
When you want information, where do you start looking for it? Many people begin their search online since most information they need is right there at their fingertips. They will most often do research online before doing business, voting, getting involved in advocacy, interacting with others, relocating, choosing a career or field of study, and the list goes on….
Therefore, a website is an essential marketing and communication tool for anyone…from an individual to the large corporation or non-profit. And it should be one of the most convenient and accessible ways to build an image, present required information, share crucial details or facts, and give guidance.
Municipalities can and should have a website to keep citizens informed of services available to them, events happening within the community, legislation that affects them, and so much more. In fact, it should be the hub where citizens go to stay informed because doing so develops trust and transparency with them.
WHAT THIS MEANS FOR MUNICIPALITIES
Local governments are expected to keep the public informed and provide an environment in which citizens can get involved in the decision-making process. A website is an ideal way to communicate, educate and equip the public while building trust and transparency. It also encourages the residents to stay informed and take action using the information, tools, and resources made available to them.
Towns and villages, especially in rural areas, often have part-time staff and limited hours. Having a website allows 24/7 access. This convenience is a win for all involved!
IMPORTANCE OF MOBILE RESPONSIVE WEBSITES
Having a website is important. Making sure it functions well on mobile devices is imperative! Most of the people in your community are using their phones to find information. Consider the following statistics…
- Zippia states that as of 2022, 85% of US adults own a smartphone. The average American spends just under five-and-a-half hours on their device, checking in on it at an average of every ten minutes, and that 62.06% of web traffic comes from mobile devices (https://www.zippia.com/advice/smartphone-usage-statistics/).
- According to a 2018 Pew Research study, 81% of Americans significantly rely on their own research to gather the information they need for big decisions, 46% of which is obtained online and through digital tools (https://www.socialtoaster.com/advocacy-marketing-statistics/).
- The FCC reports that a mobile device is the fastest growing method of accessing news and information. 56% of all mobile device users and 47% of the population access local news by means of a mobile device (https://transition.fcc.gov/osp/inc-report/INoC-5-Mobile.pdf).
A “mobile responsive” website will adjust the layout and shift content to make viewing easier on a phone, while still presenting the same information. This simplifies site maintenance and provides a great mobile experience. Test your website right now using your cell phone. It is easy to view and navigate? If not, this should be a priority.
WEBSITE TRAFFIC AND COMMUNICATION
Now that we are clear that you need a site and that it needs to work well on all devices (desktops, tablets and phones), the next big question is WHAT to put on your site.
There are many digital tools that can enhance communication and collaboration between municipalities and communities. Four common tools include alerts, public notices, email newsletters, and social posting. These are not the only options, nor are they a “one size fits all.” But properly leveraged and adapted, these can be extremely effective in engaging and informing residents and visitors alike.
Alerts deliver time-sensitive emergency information, critical updates, and important notices. Things such as severe weather alerts, disruptions in utility services, traffic accidents can be quickly communicated in real time. Alerts should be displayed in a prominent location on your website. When people know they can find news and alerts easily on your website, they’ll keep coming back. You may also send out alerts by email, and by placing a link within the email alert, you direct subscribers to your website for the full story and more information. People are willing to sign-up for alerts and notifications if the content is helpful and relevant.
I suppose if you are interested in a moment of honest introspection, you could ask yourself, and your board, where do you go to get up to date alerts and information? If it is not your website, why not make that your website?
Public Notices and Community Newsletters are a staple in keeping citizens current on the legislative measures, special events, announcements, and news on local issues and long-term projects. These should be posts or articles on your site written in conversational language. Not only will this help with your organic search results, it will make your site much more accessible to those with visual impairments. For these same reasons, you should avoid posting all your events as graphics and your newsletters as PDFs whenever practical.
One final, but certainly not least, method to enhance website traffic is the use of social media. Many municipalities have embraced social media to help find new and effective ways to build rapport, develop trust, and create transparency. Linking these platforms to your website is a quick and easy way to drive traffic between the two.
In your social media, we recommend you try posting something about upcoming meetings or events – and provide links back to your website. First, this will improve your search rankings. Second, it gets people used to going to your site for information and not just your social accounts. Do not underestimate that value, as people switch social media services all the time. Your site is stable; social media is not.
Other ways to engage might include uploading a picture when new people join your team and celebrating the wins in your community by reposting and sharing the successes of others. Collaborate with local businesses to help them connect with members of the community or engage in a joint advocacy effort that empowers the community. The possibilities are endless!
By now you are probably feeling overwhelmed by the amount of work this might take. However, with the right tools, much of this can be automated. For instance, you can have emails automatically go out to your subscribers when a new public notice is added to your site. Talk to your web developer about ways to automate.
Knowledge is power. You can empower the people in your community with the information you provide them, and your online presence is a great way to do just that.
ABOUT THE AUTHOR
Wilson Pennell is the Assistant General Manager of Coughlin Printing (coughlin.co) in Watertown, New York and has been in management and business coaching for eight years. Coughlin specializes in commercial print and digital production including accessible website designs for small businesses and municipalities. In April, they launched a new website platform that provides easy to use, accessible websites for towns and villages. Check out civally.com for more information.
