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80 <br /> hard to find and navigation requires several "clicks." This irritates web users, who <br /> are accustomed to sites that are set up more intuitively. <br /> • The city's web site often represents Red Wing more than any other medium. It is <br /> the city's most public face because it's always "on" and available to the widest <br /> audience. Prospective residents, developers and business owners often consult <br /> city web sites to obtain information and assess the city's image, so it's incumbent <br /> upon the city to present the best-possible face online. <br /> • With an added emphasis on web communications, the city must ensure the web <br /> site, especially its home page, receives constant updates. Visitors to the site <br /> think nothing has changed if the appearance of the home page does not differ <br /> from week to week. Updates can be made by a dedicated staff person, <br /> designated staff in each city department and/or an external consultant. <br /> • Once the city's new site is upgraded, it will be essential to benchmark web traffic <br /> to see how updates, marketing, and redesign have increased the use of the site. <br /> This evidence may help the city add web upgrades in future budget years as data <br /> is collected on the most popular pages and desired changes. <br /> • TOOL #2: ENCOURAGE AND ENABLE GREATER CITIZEN WEB USE <br /> While the last resident survey said only 2% consider the web their primary source <br /> of City of Red Wing information, this may be due to the site's current structure <br /> and content. There is little doubt the city web site will become the place to obtain <br /> the most timely city information. <br /> • While a certain percentage of citizens do not have Internet access and still <br /> require hard-copy materials, the trend is definitely toward more online <br /> information. The city could investigate adding a web kiosk at City Hall to serve its <br /> "non-web" residents, or encourage web use at the public library. <br /> • Aggressively promote the city web site! The city web site's URL (address) should <br /> be prominently displayed in every city publication, on city stationery, on Channel <br /> 6, and on city vehicles (police, fire, public works, other vehicles), where it does <br /> not overwhelm other graphics or become distracting. The Red Wing Chamber of <br /> Commerce and other organizations could also promote the city's URL as an <br /> information resource. <br /> • Look for ways to offer e-commerce on the web site to give residents more access <br /> to city services online, such as recreation programs. This will take coordination <br /> with Red Wing Community Education. Citizens could also pay utility bills online, <br /> rent city facilities, obtain permits and licenses, etc. <br /> • TOOL #3: ADD WEB STREAMING <br /> We strongly recommend that Red Wing consider adding web streaming services <br /> to its site. This gives residents a new way in which to watch council meetings — <br />