Customers may use search words that don’t match the exact terms used by the council.
The website should be designed for customer use – we need to be aware of the kinds of ways customers will search for our information.
However interesting and important our content might be to us, the key things to keep in mind as we create a page are how, why and when a customer will want to read or use it.
If we make our content too hard to find, or too complicated for customers to understand, the council will appear out-of-touch, aloof and not working for the people it serves.
Make sure you think about what customers will use as search words when they look for your content. For instance, the council might refer to “waste management”, but customers will overwhelmingly refer to “rubbish” or “bins”.