The paper "Content Analysis of Government Websites" is a perfect example of marketing coursework. The paper strives to critically examine, audit and appraise the content presentations in the websites operated and directly owned by the government bodies in Australia. This is aimed at providing in-depth objective analysis and review of the government websites to determine their conformance to several defined web analytics and metrics. While appreciating that content is the foundation in the web presence, in essence, the research focuses on auditing several imperative content-related features of the websites such as domain auditing search engine position, design and navigation, corporate, corporate id and design, context auditing, navigation and clicks, content delivery, customer focus, the marketing mix and commerce, investor relations, customization, corporate responsibility, community, convergence, conventions, the marketing mix, web strategy, site layout, communication, cross-promotion, compliance, connection and currency. Using purposive sampling research methodology, the research focused on the websites of the government, which are concerned with judicial, executive and legislative functions.
The content accuracy, relevance and being up-to-date of most sites revealed several shortcomings while design and navigation, corporate, corporate id and design, context auditing, navigation and clicks, content delivery, customer focus, the marketing mix and commerce, investor relations, customization was also an issue. The research findings are envisioned to assist governmental organizations, to achieve the desired strategic e-governance objectives. CHAPTER ONE INTRODUCTION The shift towards content delivery using websites has gained global acceptance in the past decade.
Governments have not been left aside. Several government ministries, departments, organizations, research institutions and even the military have embraced the concept of the websites. In Australia, every ministry has a web presence; however, the effectiveness and the efficiency of the websites in attaining the strategic objectives have envisioned by their implementers have been put to question. Whereas most government bodies implement websites in line with attaining e-governance strategies, some sites have been able to succeed, while others have failed to meet the desired objectives. This has been attributed to content delivery, by the sites.
The research therefore critically analyses the content of the websites of the Australian government. Government bodies put in place websites to foster E-government, which is the online delivery of information and services through the Internet or other digital means. In Australia, several government agencies have embraced the digital revolution. The government utilises online-based methodologies, in service delivery to the citizens by putting a wide range of materials including actual government services online, publications and databases online to enable the citizens and other interested parties to access. In the content analysis, several authors have developed diverse metrics, with some authors adopting a content convergent approach, to limit the scope of content analysis coverage to Content Migration, Content Conversion, Web Content Audit and Content Gap Analysis.
In this approach, the issues given foremost consideration are questions concerned with if the key messages are immediately evident, if the main purpose of the site is immediately clear from the home page, call to action, spelling, grammar and typographical errors. Others are content freshness, the ease of scanning and understanding the content, ease of finding the contact information and if the website offers a number of ways to reach the organization and ways of editing the site.
Other considerations include analysis if there is a simpler way to ask questions, the sufficiency of the content, the ease and possibility of the site owner making changes, photographs and videos having corresponding titles, and the source code having search engine-friendly HTML titles, keywords and descriptions.