Agency Website Design: Part I

Emerging Issues: Website Design

Just what needs to go onto the agency's website? As more and more social service agencies come on line it is important to consider just what information should be made available and for whom. Our research including informal discussions with colleagues, analyzing many websites, and also formal focus groups suggests that many social service websites offer scant information for practitioners or clients. Most agency websites will tell you their mission and maybe have a snazzy greeting from the executive director, but few give you a map to the door or specifics about what to expect when you walk in. What then constitutes a good website for social service agencies?

At minimum, three larger issues must be considered when developing a social services website: agency and service information, resources for the agency, and accessibility. Agency credibility should be at the top of the list. Since inaccurate and deceptive websites abound it is vital to establish credibility right from the homepage. This means directly informing the visitors about 501 C 3 status, specific mission, goals, memberships and affiliations, accreditations and board membership. Website visitors need to be assured of the agency's legitimacy right from the start.

Services also need to be described in language that a stressed adolescent with minimal education can understand. This includes details about specific services, eligibility requirements, fees, and additional details. Describe the application process and consider processing applications or scheduling appointments online if appropriate. When geography is important such as residence in a cachement area, it should be spelled out and supplemented with a map. If the agency services a specific population, let visitors know.

Location is neglected on many websites or left to a vague description such as "Tri County Services for Children." "Tri County"? Which one? There are dozens in the country! Two aids can be very helpful. First, provide the complete name, address, and all contact information and add a page with driving directions, bus routes, and bus numbers. Also provide several maps that go from the regional to the local neighborhood location. Add at least one picture of the agency from the street so passers by can easily recognize it.

Lists of local resources within the immediate community are most welcome on the social service website. While many websites include links to national hotlines, organizations, information banks, and other resources, providing a list of local providers and services makes for a far more useful website visit. Link to their webpages when available or provide specific contact information.

Consider adding a public education dimension to your website. This is an opportunity to teach people more about why your agency is important. Consumers and practitioners generally know this, but the general public may not or, worse yet, harbor those awful stereotypes heard in practice. The web can help change this. Provide facts sheets, client stories, and other teaching aids. Also promote advocacy. Listing current legislation, deliberations, and specifics on how to contact legislators can be a real help because the web is an especially powerful way to keep tabs on emerging issues and take action.

Getting resources for the agency should also be a major goal. Solicit donations online. In kind and cash contributions can be requested. This can be direct or handled through a third party such as a non-profit clearing house for donations. E-commerce can include auctions, sales, and many other fund-raising opportunities. Want volunteers? Post opportunities including specific requirements and needs. Want students? If your agency wants to host practica then provide a page on available experiences, supervision, requirements and contact information. Post jobs. Publicize events. Add press releases. Recycle newsletters. The web offers an excellent opportunity to bring the agency's needs to the public's attention.

Access and design issues are also paramount. Consider download time. Many consumers and agencies use older computers with slower processors. The internet connections are often slow as well. This affects how long it takes for the webpage to download - and directly influences whether or not the viewer will stay. As a rough guide, the homepage should download in about ten seconds. This means avoiding high-end features such as flash pages, music, and other technical marvels, but it insures that visitors will be more likely to stay. Crummy navigation also sends visitors elsewhere. At minimum, you should be able to access any webpage within your website with only two mouse-clicks. This means embedding navigation throughout the website and not just on the main pages. Visual continuity is also vital. How many times have you wondered if you are still in the same website because the logo disappeared and the background changed color? Paying attention to style continuity is vital for a professional web presence.

Literacy should also be a major concern. About twenty percent of the American public is functionally illiterate. As a result, the copy that appears on the website must be edited for clear readability. Alternative pages for non-English speakers is another important literacy dimension and technically not very difficult.

Disability access, especially for people with visual impairments, must be taken into consideration. "Blind browsers" are available and can read the contents of websites, but generally work well only when the website itself has been designed to support them. Don't make visitors scroll endlessly or have to click their mice on tiny links. This is especially difficult for people with fine-motor problems such as stroke survivors. At minimum, websites in the social services should comply with all levels of the World Wide Web Consortium's (W3C) Web Accessibility Initiative (WAI) Web Content Accessibility Guidelines. These are available at: http://www.w3.org/TR/WCAG10/ and the "bobby" citation below offers a free software that will check for these standards.

Websites to Visit:
We will be discussing more design issues in our next column. The websites below provide good examples of some of the suggestions we have made. These have been drawn from one of our research samples, and you may know of others that are better. (We'd love to hear about them!) All of these websites can be accessed individually or visit: http://members.home.net/d-bpresentations/awards.htm for a hotlist.

Agency and Service Information

Agency Credibility:
The DaVinci Center http://www.davincicenter.com Note how the homepage clearly addresses credibility.

Service Information:
Abbott House: http://www.abbotthouse.org/abbotthouse.html This website provides balanced information about services. Also check out the online application feature.

Jewish Board of Family and Children's Services http://www.jbfcs.org/ Click on the "Programs and Services" choice for an excellent example of how to make service information easily accessible in three simple formats. Also note the "Russian Services" section, a great example of providing information in a companion website.

Location:
Hope House: http://www.hopehousenj.org Click on the "Directions To Hope House" choice at the bottom of the homepage for a great example of explicit directions.

Portland Habilitation Center: http://www.phcnw.com/misce/home.html Click on the picture of the agency for an excellent example of how to help people find the agency.

Resource Links:
Accessible Job Link Program of San Mateo County: http://www.jobaccess.net Click on the "Social Service Agencies" choice on the left and then explore the agency choices. Note the details for fees, eligibility, area, application, transportation, accessibility and language supports. Every social service agency should provide this level of information, at least about itself!

Public Education:
Pridelines Youth Services of Miami: http://www.pridelines.org/menu.htm
Visit the "Info & Health" section for examples of public education articles.

Advocacy:
United Neighborhood Houses of New York: http://www.unhny.org Check out the "Policy and Advocacy Unit" for great ideas for supporting advocacy.

Resources

Donations:
Hope House http://www.hopehousenj.org Visit the "Make a Difference" webpage. Several fundraising examples are available. DCARA: http://www.dcara.org Note and explore the "iGive.com" feature. Also visit the "Deaf Store" by clicking on their site map and following the choices.

Christopher House: http://www.christopherhouse.org Follow the "Giving to Christopher House" choice. Note the use of an online donation firm, "Helping.org".

Volunteers:
United Neighborhood Houses of New York: http://www.unhny.org Follow the "Volunteering and Donations" choice from the homepage. Not only do they post opportunities but you can apply online!

Design Issues

Download:
EnergyCare: http://stlouis.missouri.org/501c/EnergyCare/ This basic website downloads in 1.7 seconds!

Literacy:
National Runaway Switchboard: http://www.nrscrisisline.org Great example of writing for teens!

Multiple Audiences:
Miami Lighthouse for the Blind: http://miamilighthouse.com Note that three versions of this website are available: one full-blown version, a second designed for blind browsers, and a third in Spanish.

Ability:
CAST-Bobby http://www.cast.org Every designer should be familiar with this website and use the "Bobby" checker to make certain that everyone can access the website!