Designing a Citizen-centric Sitemap: Putting Website User Experience First

Before we dive into how you can create a stellar sitemap, let’s start with identifying what a “sitemap” is. To break it down, let’s look at it from the following perspectives:

• Physical: A file.
• Visual: A structure of your website, showing all your pages and content and how they each connect to each other.
• Purpose for the internet: To help search engines crawl your site.
• Purpose for end-users: To help your users navigate your website.

So why does every website need a sitemap? Sitemaps help lead to better discoverability, faster indexing (i.e. finable when you search) and most importantly, it leads to an improved website user experience.

A sitemap is a critical component of your website. And having a citizen-centric one is even more vital.  A sitemap that is user-centric requires more than just listing pages and links. It requires a deeper understanding of what citizens want and need from a website.

1. Understand your users and their needs

The first step in creating a user-centric sitemap is to identify your target audience. Who is visitng your website, and what information are they looking for? Understanding your audience is key to designing a sitemap that meets their needs. This can be done through user research to identify your audience's demographic information, preferences, and behaviors. This can be achieved through surveys, interviews, usability testing and or by reviewing website analytics. By understanding your users' needs and preferences, you can design a sitemap that caters to their specific requirements.

2. Define the site's purpose and goals

Once you have a clear understanding of your audience, it is time to define the purpose and goals of your site so you can build a clear website user experience. What are the primary reasons users will visit your site? What do they want to accomplish?

Some common goals for government websites include accessing services, finding information, and engaging with their community. By defining the purpose and goals of your site, you can create a sitemap that is focused on meeting those objectives.

3. Build your menu and navigation around the services you offer

Avoid structuring your website navigation and sitemap around internal structures such as departments. This can make it very difficult for users to find what they are looking for. Most users don’t know which department offers which service and this requires the public to have a deep understanding of the internal structure of your organization. This is further complicated by the fact that each municipality is different. In some communities the Public Works department handles facility rentals, and in other municipalities, this is handled by the Parks and Recreation department. Instead, try to organize the menus around the services you offer.

4. Use a hierarchical layout

One effective way to structure your sitemap is to use a hierarchical layout. Start with broad categories at the top, and then organize pages into subcategories  underneath. This will help visitors quickly find the content they are looking for.

Once you have a list of topics and subtopics, prioritize them based on their importance to citizens. This will help you determine which content should be prominently featured in your sitemap. For example, under a main menu called “Business and Development” you could have pages for each of the following subtopics:

• Available Land
• Bid Opportunities
• Business Licenses and Permits
• Economic Development
• Key Industries
• Planning and Development

5. Alphabetize dropdown menus

A great way to help users find the information they are looking for on your website is to organize your dropdown menus in alphabetical order. This makes it easier for users to scan through the list of options to find the information they are looking for quickly. Bonus points if you keep each dropdown menu to 20 pages or less. If you have more than 20-page links in a menu it takes longer to scan and becomes harder for users to make a decision about which option is the most relevant based on their task. Thus, it reduces the effectiveness of your website user experience. 

6. Use plain language and labels

Finally, it is essential to use user-friendly language and labels in your sitemap. Avoid using technical terms or acronyms that visitors may not understand. Instead, use language that is clear, concise, and easy to read. To really improve your website navigation and findability, try to name pages using the language that website users will search for.

In addition, use labels that are descriptive and accurately reflect the content they link to. Avoid using generic labels such as "Resources" or "Services." Instead, use labels that are specific to the content, such as "Dog Licenses" or "Pay Your Property Taxes."

7. Include search functionality

In addition to a user-friendly sitemap, your website should also include in-site search functionality. Make sure that your search is prominently displayed and easy to use, and that the search results are accurate and relevant.

8. Test and refine

Once you have created your user-centric sitemap, it is important to test it with real users and gather feedback to make a truly effective website user experience. Use analytics to monitor how citizens are using your site and identify any areas that may need improvement. Be sure the structure is accessible to all users, testing the site with screen readers and other methods. By using this feedback loop, you can refine your sitemap and continue to improve your resident experience.

Creating a citizen-centric sitemap requires a deep understanding of your audience's needs and preferences. Check out our “Top 5 Trends in Municipal Web Design” to see it in action.

By identifying your target audience, defining the site's purpose and goals, organizing content based on user needs, creating a simple and clear structure, and using plain language and labels, you can design a sitemap that is user-friendly and meets the needs of your audience. By following these guidelines, you can design a sitemap that is intuitive, user-friendly, and accessible.

If you are looking to update your website and increase citizen engagement with a more intuitive sitemap, why not do it with Govstack? Reach out today and we will help you get started.