The problem: Functional doesn’t mean usable
Public sector websites have one primary purpose: to serve the public. Whether it’s applying for benefits, paying council tax, or finding healthcare information, these sites exist to provide essential services. Yet, many government and public sector websites focus solely on functionality, ensuring the right forms, links, and information exist. Without considering whether users can actually navigate and use them with ease.
The result? Frustrated users, abandoned tasks, and increased pressure on call centres as people struggle to complete processes online. Simply put, if a website is difficult to use, it fails to serve its purpose, no matter how functional it is.
Why UX matters more than ever
User experience (UX) isn’t a luxury, it’s a necessity, especially for public services. A well-designed, intuitive website can:
- Improve Accessibility – Many public sector users have additional accessibility needs. Clear layouts, easy navigation, and assistive technology support ensure inclusivity.
- Increase Efficiency – A smooth user journey reduces time spent on tasks, improving efficiency for both users and government agencies.
- Reduce Support Costs – When people can complete actions easily online, call centre and in-person support costs decrease.
- Boost Public Trust – A seamless digital experience reinforces confidence in government and public services.
Common UX pitfalls in public sector websites
Despite good intentions, public sector websites often fall short in UX due to:
- Complex Navigation – Too many links, unclear menus, and information buried under layers of pages.
- Poor Mobile Experience – Many sites are not optimised for mobile, despite increasing mobile-first usage.
- Jargon-Heavy Language – Government terminology can be confusing for the average user.
- Slow Load Times – A sluggish website leads to frustration and drop-offs.
- Lack of Personalisation – Users are often forced to sift through irrelevant content instead of receiving tailored information.
How to build a better Public Sector website
Creating a truly user-friendly public sector website requires a shift in mindset—from ticking boxes for compliance to prioritising the user’s journey. Here’s how:
1. Prioritise Accessibility
Ensure compliance with WCAG (Web Content Accessibility Guidelines) and go beyond the basics. Use clear typography, high contrast, and keyboard-friendly navigation to support users with disabilities.
2. Simplify Navigation
A well-structured website should follow a clear hierarchy. Instead of cluttered menus, group services into logical categories and use search functionality effectively.
3. Use Plain Language
Avoid government-speak and make information digestible. Tools like the Gunning Fog Index can help measure readability.
4. Optimise for Mobile
Ensure a responsive design that adapts to different screen sizes. Many users access government services from smartphones, designing for mobile first is no longer optional.
5. Improve Performance
Fast-loading pages are crucial. Compress images, optimise code, and use a reliable hosting service to keep response times low.
6. Offer Personalised Experiences
Use AI and automation to suggest relevant content based on user behaviour. For example, an unemployment benefits page could highlight related services like financial aid or job-seeking resources.
7. Test and Iterate
Public sector websites should undergo regular user testing to identify pain points and improve over time. Gathering feedback and acting on it ensures a continually optimised experience.
The bottom line: UX is not optional
Public sector websites must be more than just functional—they need to be usable, accessible, and efficient. By prioritising UX, government bodies can deliver digital services that genuinely serve the public, reduce operational costs, and build trust in online platforms.
At Blue Llama, we specialise in designing clear, intuitive, and accessible websites for public sector organisations. Because when it comes to digital experiences, good enough isn’t good enough.
