Improving Website Usability for Public Agencies
Simple tools to make your digital communication more effective
Too often, organizations are doing things the hard way—overexplaining, overcomplicating, or simply missing their audience. The result? Confusion, follow-up questions, and a lot of repeated effort.
When your message isn’t clear, the work has to be done twice: once to say it, and again to explain it. Many organizations are carrying the full weight of communication challenges on their backs without realizing there are better options.
That’s what these five aspects of web design and public communication can do: they don’t replace your effort—they multiply it. Using the right tools and systems makes the load lighter, and the path forward much smoother—for both you and the people you serve.
Below are five key principles that can help public agencies communicate more clearly and serve their communities more effectively.
1. Use Plain Language
Many public-facing websites use technical or bureaucratic language that creates confusion, even among well-educated users. According to PlainLanguage.gov, content intended for the general public should aim for a 6th–8th grade reading level.
Plain Language principles include:
Using everyday words over jargon
Keeping sentences short and active
Organizing information logically
Whether you’re sharing service updates, public safety information, or event notices, writing with clarity builds trust and increases engagement.
2. Evaluate Readability
Tools like Hemingway Editor and Readable.com allow you to test your content for clarity and reading level. These platforms highlight long, complex sentences, passive voice, and advanced vocabulary that may make your content harder to understand.
For web content that serves the public, readability isn’t optional—it’s foundational. These tools can help refine your message without compromising professionalism.
3. Prioritize Accessibility
Accessibility ensures your website works for users of all abilities, including people with visual, auditory, cognitive, or motor challenges. It's also legally required for many public institutions.
The WAVE Web Accessibility Evaluation Tool identifies common issues like:
Missing alt text for images
Poor color contrast
Inaccessible navigation
For organizations serving the public, removing these barriers means more people can access the help and information they need.
4. Optimize for Mobile Users
Many families rely on smartphones as their only source of internet access. If your website doesn’t display well on a mobile device, you risk cutting off a large portion of your audience.
Use Sitechecker, a user-friendly tool that provides mobile performance insights and practical suggestions to improve your site’s mobile usability without requiring a technical background. You may also consider integrating tools like UserWay, which offer accessibility widgets that let users adjust text size, contrast, and navigation settings based on their needs.
5. Hiring a Professional
While free tools can make a big difference, many public agencies would benefit even more from working with someone trained in user interface (UI) and user experience (UX) design. These professionals specialize in creating websites that are not only functional, but also intuitive, accessible, and visually engaging for a wide range of users. Investing in expert support can dramatically improve how information is delivered—and how easily people can act on it.
Links to the Resources listed above
Plain Language
Hemingway Editor
Readable.com
WAVE Web Accessibility Evaluation Tool
Sitechecker's Mobile-Friendly Test
User Way
Responsively App
W3C
W3C Markup Validation Tool
Final Thoughts
Improving your website’s usability and clarity isn’t a luxury—it’s a public service. When your content is easy to read, navigate, and access, it removes unnecessary barriers and helps build trust with the people you’re trying to serve. Whether someone is seeking health resources, support services, or public information, small adjustments—like using plain language or improving mobile responsiveness—can have a lasting impact on community engagement.
To make it easier to get started, I’ve included links to the tools and resources mentioned throughout this article. These platforms can help you evaluate and improve your website, whether you're part of a city agency, nonprofit, or community organization.
I’ve also included a printable resource guide below that is perfect to keep handy as a quick reference.
