Web service management

A team of people will be responsible for ensuring that the website achieves its strategic aims. It does this through:

* measuring achievement against overall aims and objectives set by the organisation
* effective website operation
* effective content provision

This team should consist of people with a mix of publication, web and project management skills. A senior web manager is recommended to manage the team and ensure it carries out its tasks. A further division of labour between content and technical responsibilities is likely.

Meeting overall aims and objectives

Clear, formal and regular progress reports against the aims and objectives are recommended to ensure that:

* ongoing and proposed new developments for the website have been measured against the objectives, costed to ensure the best value and considered in relation to corporate developments;
* a business case has been prepared and approved to ensure sufficient resources (financial, time and people) have been allocated;
* projects for delivery are being managed within agreed tolerances (again tied to the business case).

Reports need not be onerous, with the emphasis being on reporting by exception. They will help inform the broader organisation of progress and give stakeholders the opportunity to raise concerns, issues and/or new developments.

The benefits of this process are:

* it provides a way to ensure continued adherence to delivery against set objectives;
* open and clear communication on developments throughout the organisation;
* accountability for development work against clearly defined resource limits;
* reduced risks on overlaps, duplication and failure to deliver against expectations.

Effective website operation

The website strategy should also determine the management, communications and security regimes that will drive the service. These objectives are also the criteria against which service level agreements (under formal contract where external commercial suppliers are party to service provision) are set.
The web management team should:

* manage the day-to-day operational interface with the Internet Service Provider (ISP)/hosting service in line with the agreed standards of service;
* ensure the security and reliability of the ISP/hosting service;
* determine the most appropriate technologies to be used for the production and availability of the information and/or goods and services;
* manage the procurement and subsequent contracts or Service Level Agreements with Internet Service Providers /hosting services;
* ensure that staffing levels are maintained for website content provision, in line with agreed standards of service;
* keep key stakeholders within the organisation informed of service performance against agreed targets and objectives;
* co-ordinate publishing of Internet information;
* set and maintain the organisation’s design and editorial specifications for the Web (commonly called style guidelines);
* ensure that all information held on the website conforms to frameworks and standards set by the Cabinet Office, including the Government Web Guidelines and legislation, eg, copyright and data protection;
* ensure the website continues to work in a range of browsers and keep checking page links as they are easily broken;
* in partnership with the ISP, maintain the integrity of a website’s structure, content and availability to agreed standards;
* monitor website activity including bandwidth usage, analyse usage statistics, review the regularity of updating information and report the findings to the relevant personnel.

The web management team can contribute towards effective transactions by ensuring that the website effectively exchanges data between the user and the organisation. They contribute to ensuring that transactions and authentication are secure. Effective transactions are likely to also require reform of other operational systems in order to accept electronic applications.

Effective content

The web management team is also the overall point of responsibility for ensuring that content:

* is line with the web management strategy;
* takes its place in a clear and navigable website structure;
* is consistent in style, intent and accuracy;
* communicates effectively and meets users needs.

The relevant units can still carry out production of material across the organisation, but material can only be published once authorised by the appropriate posts in the web management team. The objectives for information providers must therefore be to ensure that:

* information is accurate, relevant and up-to-date;
* content held conforms to the style set down for the website;
* contact points (email, telephone or interactive form) are staffed, inputs received are actioned and responses given within agreed targets;
* metadata is provided for all new documents;
* information is provided by the agreed deadline.

There should be sufficient controls in place to check that content:

* meets all editorial standards;
* is in line with overall communication strategy;
* is reviewed regularly by the information provider for currency and correctness;
* is removed or archived when appropriate;
* is easily accessible, navigable, with no broken links.

Effective service

All government websites must be working towards providing online information and services. The web management team’s role here is to help ensure that data can be securely and effectively exchanged between the user and databases within the organisation and partner bodies. Effective service provision also involves reform of business systems in order to work with electronic data, security and authentication.