Creating connected content for users
Connected content makes it easier for people to find what they’re looking for on Mass.gov
If you’re looking for something online, mostly likely you use a search engine like Google or Yahoo. People looking for government services or information are no different. About 70 percent of traffic to Mass.gov comes from search engines.
That means every page on Mass.gov potentially is a landing page. In other words, readers can start their journey through Mass.gov anywhere. It could be a page at the top of the navigation funnel or a page that’s an endpoint that leads to a conversion.
As a content strategist at Digital Services, I want everyone who comes to Mass.gov to have a great experience. I want people to be able to find what they’re looking for quickly and easily. If they can’t, they’ll simply leave.
So how do you help a reader who lands on the wrong page recover and get to where they want to go? All you have to do is connect your content to other relevant pages.
I explained how all content is designed to be connected on Mass.gov, and shared strategies and tips at our first ConCon, a conference for over 100 Mass.gov authors from 35+ state organizations.
Here’s a recording of the session, which took place at District Hall Boston.
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