EC EUROPA Web Rationalisation
Digital communications have exploded in the past decade, people are becoming more digitally literate and demanding, and our organisation needs to harness the full potential of these developments. As people increasingly access our sites via mobiles and tablets, there is a growing demand for short and sharp information. We need to give people what they want in the way they want it.
Work is under way in the European Commission to redefine and redesign how we communicate online to help the 40 million people who visit our websites every month.
The ultimate aim is to:
- help people find the information they are looking for quickly and easily
- make the European Commission's online communication more coherent
- make it easier for people to understand what the European Commission does and why
- save money by moving more interaction with the European Commission online, thereby reducing the number of (more costly) emails/phone calls
So why is web rationalisation important?
If we want our online web presence to become more coherent, relevant and cost-effective, cleaning our current web estate is crucial. Rationalisation is a key step to reach our goal of a slimmed down, user-centric online presence for the European Commission.
What is your role
This is an ambitious project that will gradually implicate more and more Directorate-Generals (DG)s and colleagues. The digital transformation challenge will call us to reach out from our silos and work together across units and DGs. All DGs and services are invited to get on board.
Calling all communication units, webmasters and internet editors: you have a vital role to play in:
- making the people in your DG aware of this huge clean-up exercise
- cleaning up your site content, deleting old pages, and refocusing and improving the quality of your DG's online publishing.
Where to start
- Update the inventory of the sites run by your DG. This will give you a good overview of the content on your site. Don't forget to include sites hosted outside the European Commission domain (ec.europa.eu) – you might need to get this information from your DG's policy units.
- Cut the 'dead branches': look at sites or content which have not been updated recently. There might be some sites you can close down straight away (like the site for an event or campaign that took place 3 years ago).
- Investigate who your users are: start with gathering analytics and search data. Then extend your information gathering with contacts from marketing events, forums, press events etc. Focus on all the points where you are in contact with your audience, and get to know them better.
How we can help
The Web Rationalisation team can offer help and guidance on any of the steps described above, and will guide you later in the process with in-depth analysis, user-experience recommendations, platform consolidation and much more.
Facts and figures
The team rolling out this web rationalisation project consists of staff from DG COMM, DGT and DIGIT, as well as specialised consultants, currently working together in shared offices in Rue Guimard. The team has been up and running since mid-May 2013, and will expand as the project picks up steam.
The project team is supported by a director-level working group set up by Catherine Day and chaired by the Director-General of DG COMM. In July the directors adopted a series of principles of online communication the first of which was to focus on user needs when we communicate online.
- Targets for end 2013: reducing the size of europa.eu and the number of its related websites - our target is to delete and/or consolidate 50% of websites (representing around 30% of the pages) of the 11 pilot DGs by the end of 2013
- Mid-term goals: extend our approach to 16 new DGs with increased emphasis on content strategy, user experience and technology consolidation.
11 pilot DGs
|Communications Networks, Content and Technology|
|EuropeAid Development and Cooperation|
|Education and Culture|
|Employment, Social Affairs and Inclusion|
|Enterprise and Industry|
|Health and Consumers|
Don't hesitate to contact us at: EC-EUROPAWEBRATIONALISATION@ec.europa.eu