5 Ways to Make Your Municipal Website an Engagement Magnet in 2025

As technology evolves and residents become more digitally savvy, your public agency’s web presence matters more than ever.

After all, improving accessibility, optimizing mobile experiences, and incorporating dynamic content can go a long way in boosting engagement and trust.

A recent CivicPlus® survey found that 59% of respondents prefer to go online to access state and local services. The research also found a correlation between resident satisfaction and adoption of new technology, indicating that people are more likely to get involved in their communities if technology is used to enhance those experiences.

In this guide, we’ll explore five ways to help you build stronger connections with your residents and ensure that they can easily access critical information online and participate in decision-making processes.

1. Prioritize Accessibility and Inclusivity

In order for your website to be truly useful to residents, everyone must be able to use it. By prioritizing accessibility, you’re doing your part to create an inclusive community where everyone can participate, including those with disabilities.

However, you’re also abiding by the law. The Americans with Disabilities Act (ADA) is a federal civil rights law that protects the rights of people with disabilities and aims to ensure that everyone has equal access to communications, services, and more. The Web Content Accessibility Guidelines (WCAG) help to clarify what this means for websites. Categorized by the POUR principles of web design — perceivable, operable, understandable, and robust — WCAG lays out a framework so that websites are usable, clear, and supportive of assistive technologies.

So what does that mean for your website? In addition to including alt text for images, color contrast that allows for easy reading, and text that’s been optimized for mobile devices, your website should also support screen readers and multi-language translations. This can ensure that you’re reaching the broadest audience possible (and avoiding costly lawsuits and fines that can result from non-compliance).

RELATED READ: The Complete ADA Compliance Checklist for 2025

2. Implement Dynamic Content and Interactive Features

CivicPlus found that people who engage with their city’s website more than once a month have nearly five times higher trust in their officials — so it’s critical to keep your web presence updated.

Dave Stroble, the information services project manager for Snohomish County, Washington, said his team used their website to keep residents updated about a tragic mudslide. “We were immediately thrown into a situation where our website became a 24/7 portal to the world,” he said. “We were leading the nightly news.”

Make sure your content management system (CMS) offers extensive functionality, including event calendars and news — and to encourage feedback and participation, add interactive features like polls, surveys, or live chat, too.

Integrations with mass notification systems can also have a major impact on the resident experience, especially during emergencies. By ensuring that everyone is getting accurate, relevant information based on their precise location, you can ensure everyone’s safety when it matters most.

3. Optimize for Mobile and User Experience (UX)

Almost 90% of U.S. adults have smartphones, according to a 2024 study, and every year, these devices account for more and more online traffic. In 2025, agencies must prioritize mobile-friendly navigation to improve content accessibility, discoverability, and resident convenience. Here’s how to do it:

• Use a Responsive Layout: By creating a consistent user experience across devices, you make it easier for residents to access content without having to resize, scroll, or zoom in or out. It can also improve your search engine optimization (SEO) rankings.
• Optimize Website Speed: Slow websites can frustrate residents. Test your website’s loading time; if it takes more than three seconds, it’s time to make changes. For example, you might consider hosting your videos on a third-party site or reducing the file size of your images.
• Simplify Your Web Design: Cluttered web designs can be challenging to navigate on a smaller screen. Use white space to make content readable and limit the number of calls to action (CTA).
• Consider Your Font and Button Usage: To ensure all residents can read your agency’s content on mobile devices, use a large, simple font and black text on a light background. In addition, make your buttons large enough for residents’ thumbs to navigate and position them at the bottom of the page for easy access.

Residents seem to appreciate the effort, too. Meribeth Sloan, a communication manager for Irving, Texas, said that when her team revamped their website, people noticed. “Our new website is much more representative of our image,” she said. “It showcases the city’s great amenities and easily leads residents to the information they’re looking for. It’s very easy to use. We have had many compliments.”

RELATED READ: 5 Government Website Trends for 2024

4. Enable Easy Access to Government Services and Information

Make your website a one-stop shop for residents to self-service their needs online. By streamlining navigation to key services — including permits, utility bills, and zoning information — you reduce the need for people to make phone calls and in-person visits to government offices. Not only does this improve resident engagement, it also gives staff members more time to focus on other priorities.

In addition, integrating self-service tools like service requests or payment portals allows for greater efficiency and ease of use.

Chris Coleman, county web interaction designer for James City County, Virginia, said that digitizing processes has completely changed the way his team operates. “We’ve tried to rid our website of PDFs as much as possible,” he said. “All the online forms we have set up so far have been used by our [residents] a lot. We calculated that last year, we received 23 forms per day. …. That is equivalent to 23 fewer phone calls, or 23 fewer people standing in line at our offices. We’re seeing shorter lines now, and we’re taking fewer phone calls, which means we have more time to help more people.”

5. Foster Community Dialogue and Transparency

CivicPlus’ research shows that 82% of residents think it’s important for officials to be transparent about their administrative decisions, and 78% support their local government spending tax dollars on software that makes it more efficient to disseminate information. They want to be involved.

Eliminate barriers to entry by livestreaming town halls on your municipal website and clearly displaying budgets, meeting agendas, and other critical pieces of information.

In addition, tools for public comments, forums, and Q&A sessions with officials make it easier for residents to share their thoughts and opinions and feel heard by local leaders.

RELATED READ: Why Your Local Government Website Should Be a Top Priority

Tailor Your Website to Your Community

By creating a thoughtful, strategic digital hub, local governments can increase community engagement and improve how they connect with residents.

However, every community is different, and your website should reflect the people who use it. Adapt your digital offerings to meet the needs of your residents, and find a CMS that can be built and managed by non-technical teams so you can make adjustments as needed.