Government and Public Organisations — growth plan
Public communication has to work for everyone, including the people with the worst connection.
Communications and digital services for government bodies, municipalities and public institutions — accessibility, clarity and accountability first.
How customers find you
Citizens look for a specific service or a specific piece of information, usually urgently and usually on a phone. Discovery is through search, through word of mouth, and through physically going to an office because the online route was not usable. Public trust is the underlying constraint on everything.
What usually goes wrong
- Information published as scanned PDFs that search cannot read and phones cannot use
- Services described in administrative language rather than in the words citizens use
- Sites that fail on the slow connections and older devices much of the population actually has
- No accessibility provision, in a context where public bodies have the strongest obligation to provide it
- Information published in English or in formal Nepali that many citizens cannot use easily
- Announcements distributed on Facebook only, leaving no permanent, findable record
The decision journey
How the decision is actually made.
- 01
Need
A document, a permit, a payment, a piece of information.
- 02
Search
Usually a mobile search in Nepali, using everyday rather than administrative words.
- 03
Information
Requirements, fees, timeline and location. Frequently unavailable or out of date.
- 04
Service access
Online where possible, in person where not. Most journeys still end in person.
- 05
Completion
Determines whether the citizen trusts the digital route next time.
- 06
Feedback
Rarely collected, and the main reason the same failures persist.
What a buyer must believe first
- Official, verifiable source with clear institutional authorship
- Current, dated information with visible revision history
- Transparent process, timelines and fees
- Accessible to citizens with disabilities and to those with low literacy
- Genuine channels for feedback and complaint
The plan
What we would actually do for a government and public business.
Brand
How the brand should be built
Institutional identity built on clarity, consistency and accessibility rather than on persuasion. The objective is that a citizen can immediately recognise an official source and immediately understand what to do — which is a design and language problem more than a branding one.
Digital
What the website or app has to do
WCAG 2.2 AA as a baseline obligation, not an aspiration. Content as real text rather than as scanned images. Nepali as the primary language with English alongside. Performance that holds up on a low-end Android device on a 3G connection. Clear service pages stating requirements, fees, timelines and location. Structured, dated, permanently findable announcements.
Content
The content system
Service information written in the words citizens actually use. Process guides with document checklists. Notices published as permanent, dated, indexable pages rather than only as social posts. Video explainers in Nepali for complex or high-volume processes. Content maintenance treated as an ongoing obligation, since out-of-date public information causes real harm.
Paid media
How to buy attention here
Public information campaigns with a defined behavioural objective — a deadline, a registration, a health measure. Reach across the audience that actually needs the information, including radio and print where digital reach is limited. Not brand promotion of the institution.
Search
Search, AEO and local visibility
Service and process pages optimised for the everyday-language queries citizens use, in Nepali and English. This is high-volume, high-need search demand that is currently served mostly by news articles and unofficial blogs — which is how misinformation about official processes spreads.
Conversion
Turning interest into a customer
Complete the service online where the law permits, and where it does not, make the in-person visit succeed first time by stating requirements precisely. Publish document checklists. Provide status tracking. Reduce the number of visits, which is the metric citizens actually experience.
Retention
Keeping them
Not applicable in a commercial sense. The equivalent is sustained trust: keeping information current, responding to feedback, and closing the loop publicly when a process is improved.
Measurement
What is worth measuring here.
These are indicators, not promises. What they are useful for is telling you whether the work is doing anything — early enough to change it.
- Service completion rate online
- The core measure of whether digital service delivery is working.
- Average office visits per completed service
- What citizens actually experience as the cost of government.
- Accessibility conformance
- A public obligation, and measurable rather than aspirational.
- Information currency
- Out-of-date public information causes real harm and is entirely preventable.
- Citizen satisfaction and complaint resolution
- The only feedback loop that improves the service.
Where we would start
Suggested package
Recommended for government and public
Growth Engine
Growing businesses that need content, video, social media, initial advertising management, and search-focused content.
This plan builds stronger brand visibility through consistent publishing, professional video, paid campaign management, and search-focused content. It is designed to generate awareness, engagement, and a more reliable flow of customer interest.
View Plans and PricingBuild a Custom PlanGovernment and public — frequently asked questions
Why does accessibility matter this much for a government site?
Should public information be in Nepali or English?
Is publishing notices on Facebook enough?
Let us look at your government and public business specifically.
This page is the general pattern. The first conversation is about where your business actually differs from it.