Your Website is Essential Public Infrastructure
For decades, we thought of public infrastructure as roads, bridges, and utilities. In the 21st century, another piece of infrastructure has become just as critical for a well-functioning community: your government website. It is no longer a static online brochure; it is an essential public service.
The best municipal and state websites are a direct reflection of a well-run, transparent government. They provide citizens with effortless access to services, share public information clearly, and build public trust. Excellent municipal and state websites is, at its core, an act of good governance.
This guide is more than a gallery of nice designs. It is a blueprint for building a “Digital City Hall”—a website designed from the ground up to serve your citizens, increase efficiency, and foster civic pride. Let’s explore the framework for a truly citizen-centric site.
The First Duty: To Inform Citizens with Clarity & Transparency
A government’s primary duty is to keep its citizens informed. An effective website achieves this through exceptional organization and a commitment to transparency. The goal is to structure vast amounts of information so that a resident can find what they need quickly and intuitively.
This is the practice of good information architecture. The best government websites use simple, plain-language navigation menus (e.g., “Residents,” “Business,” “Government,” “How Do I…?”) rather than confusing internal jargon. Public meeting agendas, budgets, and department directories should be easy to find, reinforcing a culture of openness.
Example: Virginia.gov The official website for the Commonwealth of Virginia is a strong example of user-centric design. The homepage immediately presents a search bar and organizes links based on the user’s goal, such as “Find a State Agency” or “Jobs & Careers.” This structure anticipates the citizen’s needs and provides a direct path to the information they are looking for.
A well-organized website is a cornerstone of public trust. It demonstrates that the government is open, accountable, and working for the people it serves.
The Second Duty: To Enable Citizen Services Online
A modern government website must do more than just inform; it must serve. By moving key transactions and services online, a municipality can save residents valuable time, reduce the administrative burden on staff, and provide a more convenient and efficient experience for everyone.
The best websites prioritize the most frequently used online services. This typically includes portals for paying taxes and utility bills, applying for common permits, or registering for parks and recreation programs. These are the interactions that have the biggest impact on a citizen’s daily life, and making them seamless is a huge win for public satisfaction.
Example: Fairfax County, Virginia The website for Fairfax County has an excellent, task-oriented design. The homepage features a large “I want to…” dropdown menu that lists the most common citizen services, like “Pay My Taxes” or “Find a Park.” This user-first approach allows residents to complete their tasks without needing to navigate a complex departmental structure.
By bringing services online effectively, a municipal website transforms from a static information source into an active, 24/7 service center for the community.
The Higher Calling: To Foster Civic Engagement
Beyond informing and serving, the best government websites aspire to a higher calling: strengthening the democratic process itself. These forward-thinking sites are not just one-way channels of information; they are platforms designed to encourage active civic engagement.
This means creating clear pathways for residents to make their voices heard. A great website can achieve this by hosting online surveys to gather public opinion on new initiatives, providing a simple way for citizens to sign up for volunteer committees, or featuring a “Public Comment” portal for proposed ordinances.
Example: Montgomery County, MD This county’s website frequently uses dedicated sections to solicit resident feedback on major plans, like new transportation projects or budget proposals. They make it easy for residents to review the plans and submit their comments directly through an online form. This use of the website as a tool for two-way communication builds a more collaborative and engaged community.
By inviting residents to participate, a municipal website becomes more than a service center; it becomes a modern town square, strengthening the connection between citizens and the government that serves them.
The Foundation of Trust: Mastering Web Accessibility (ADA Compliance)
A government’s promise to serve the public must include every single resident. In the digital realm, this commitment is demonstrated through web accessibility. Ensuring your website is usable by people with disabilities is not just a best practice; it is a legal and moral imperative that is foundational to building public trust.
Often referred to as ADA Compliance or Section 508 compliance, this means building a website that people using assistive technologies (like screen readers for the visually impaired) can navigate and understand. Key requirements include:
- Providing descriptive alternative text (alt text) for all meaningful images.
- Ensuring sufficient color contrast between text and its background.
- Making sure all website functions can be accessed via a keyboard alone.
- Providing captions and transcripts for all video and audio content.
A truly accessible website is a tangible sign that your government is committed to serving all citizens equally. It is a non-negotiable component of any modern, public-facing digital platform.
Lessons for Municipalities in Maryland, Virginia, & DC
The local governments of Maryland, Virginia, and Washington, DC serve some of the most diverse and tech-savvy populations in the United States. For municipalities in this region, a simple, outdated website is a disservice to a citizenry that expects and deserves a modern, efficient digital experience.
A county government in Northern Virginia, home to a large number of federal and technology workers, must provide seamless online services. Their residents expect a level of digital competence on par with the private sector. A site that is not mobile-friendly or that makes it difficult to pay a bill online will quickly erode public confidence.
Similarly, for a city in Maryland with a diverse population, a commitment to accessibility and providing key information in multiple languages is crucial. It is a tangible way to ensure all residents feel included and served.
The citizen-centric principles seen on state-level sites like Maryland.gov and Virginia.gov can and should be applied at the local level to build trust and better serve the community.
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Build a Website That Serves Your Community with Upcoming Brand
Your community deserves a digital front door that is clear, helpful, and accessible to all. Building a truly citizen-centric website is a significant project, but it is one of the most important investments a modern municipality can make in its relationship with its residents.
At Upcoming Brand, we partner with public sector organizations in Maryland, Virginia, and the DC area to create websites that effectively serve their communities. We have a deep understanding of municipal website design, from the technical requirements of ADA compliance to the importance of building public trust through transparency.
Your website should be a source of civic pride and an engine of efficiency for your staff.
Let’s begin a conversation about your municipality’s unique goals. We offer a complimentary needs assessment to help you identify challenges and map out a strategic plan for a website that truly serves your citizens.
Government & Municipal Website FAQ
Here are clear answers to some of the most common questions that public administrators and elected officials have about their digital presence.
What makes a good government website?
A good government website prioritizes the citizen’s experience above all else. It is easy to navigate, mobile-friendly, and makes it simple for residents to find information or complete a task. Crucially, it must also be fully accessible to people with disabilities.
What should a city website include?
The most important sections are: a directory of departments and staff, a public meeting calendar, a news/alerts section, a portal for key online services (like paying bills or applying for permits), and an easily accessible archive of public documents like budgets and meeting minutes.
What is ADA compliance for websites?
ADA compliance means ensuring that your website is designed and coded so that people with disabilities can use it effectively. This includes users who may be blind and use screen readers, or those who cannot use a mouse and rely on a keyboard. It is a legal and ethical requirement for all public entities.
Who builds websites for local governments?
Municipalities typically partner with web design agencies that have specific experience in the public sector. These specialized firms understand the unique requirements of a government project, such as navigating the RFP process, meeting stringent accessibility standards, and building a site that fosters public trust.
