Launching or managing a city website isn’t just about design, compliance, or enabling bill payments. It’s about building trust and providing residents with a single source of truth – a reliable place to discover what’s happening in their community, how to get involved, and why their city is working for them.
But without the right engagement layer, even the most well-designed websites risk becoming just another transactional tool – a place to pay utilities or submit forms, but not a place residents turn to for connection or community life.
If cities want to foster trust and transparency, their websites need to do more than deliver services – they must create a sense of place. A space where residents can see themselves reflected, know where to go, and stay informed.
Whether you’ve just launched a new website or have had the same platform for years, these 7 common mistakes can hold city websites back from becoming that trusted engagement hub. Here’s how to avoid them:
1. Fragmenting Calendars Across Departments
What happens:
Tourism, Parks & Recreation, and Libraries each maintain separate calendars, leaving residents unsure where to look.
Why it matters:
Fragmentation confuses residents and creates missed engagement opportunities.
How to avoid it:
Unify departmental calendars into a single public view. Make it easy for all staff to contribute to events without adding manual work.
2. Treating the City Calendar as a Static Bulletin Board
What happens:
Many city calendars function as one-way bulletin boards – static lists of events without personalization, filtering, or timely updates.
Why it matters:
Residents can’t easily find relevant programs, and the calendar fades into the background.
How to avoid it:
Think of your calendar as a resident engagement tool, not just a list. Offer filters by topic, age group, or neighborhood, and deliver personalized recommendations where possible.
3. Neglecting Search & Discovery
What happens:
Residents struggle to find events that match their interests because search tools are basic.
Why it matters:
If residents can’t easily discover relevant programs, participation drops.
How to avoid it:
Implement advanced search and filters (by audience, topic, location) to make event discovery intuitive.
4. Relying on Email Alone to Promote Events
What happens:
Cities often depend solely on email alerts to notify residents about events.
Why it matters:
Residents’ communication preferences vary. Some may check emails, but many rely on text messages or messaging apps for updates.
How to avoid it:
Use a multi-channel strategy: email, SMS, and messaging apps. This ensures wider reach and higher participation.
5. Overlooking Feedback Opportunities on Your Website
What happens:
Feedback is often collected through separate surveys, not during website interactions.
Why it matters:
This misses chances to gather timely input tied to specific events or programs.
How to avoid it:
Add quick feedback prompts at key moments (like sign-ups or post-event), making the website a two-way channel.
6. Failing to Empower Community Contributors
What happens:
Local organizations and businesses often can’t submit events, limiting the diversity of the calendar.
Why it matters:
Broader participation strengthens community trust and adds vibrancy to the event lineup.
How to avoid it:
Create a process where trusted partners can submit events (with city approval). This builds a richer, more inclusive calendar.
7. Prioritizing Vendor Packages Over Long-Term Engagement
What happens:
It’s easy to rely on the tools that come with your website provider, especially when they’re included.
Why it matters:
These solutions often check the box but fall short on personalization and long-term engagement.
How to avoid it:
Look beyond what’s included today. Choose tools that support evolving community needs.
Conclusion
Your city’s website should be more than a platform for transactions – it should serve as both a single source of truth and a sense of place for your residents. A trusted digital home where community life comes together: events, programs, initiatives, and opportunities to connect.
Even with limited staff time and budget constraints, thoughtful improvements to your digital engagement strategy can yield significant returns. Small, strategic changes often have outsized impacts on resident trust and participation.
When residents see their city reflected in this way – with relevant events, shared stories, and timely updates – your website transforms from a static tool into a living hub of engagement.
Avoiding these 7 pitfalls ensures your website remains a vital resource, fostering trust, encouraging participation, and strengthening connections with your community.
