UI/UX
CSKT Content Strategy Analysis
Timeline: September - October 2023
The Confederated Salish and Kootenai Tribes (CSKT) has been looking for proposals for a new and improved website that provides a better experience for Tribal members living on the Flathead Indian Reservation, researchers, and tourists. After analyzing their RPI, I created a content strategy report outlining what steps they can take to improve their online presence.
Research
Before diving into the analysis, I learned more about what CSKT is and the purpose of their website. CSKT covers a wide territory in Montana that is home to three Native American tribes. Their website gives people living on the tribe information about events, services, their government, and more. It is also targeted at people outside the reservation seeking to learn about their culture and practices, and tourists hoping to visit.
The Process
The process began with taking a deep dive into their current content. It offers a wide range of valuable information, but the presentation is outdated. The website looks old and was clearly created with very simple HTML and CMS code. The content used across the website also needs an upgrade. The images are not good quality, lowering the professionalism of the site. Here you can see a page from their existing site, which is very outdated and basic. In addition, the writing is too formal for the targeted audiences.
In addition to the surface level content, I analyzed the website for search engine optimization and accessibility. Throughout this process, I found many flaws. There are issues with page titles, repetitive meta descriptions, and missing headers. The website is also not up to par with accessibility standards. Almost all the images are missing alt text or attributes, which help a screen reader communicate what can be seen on the website.
To combat these issues, many steps can be taken by CSKT. As for content, I recommend adding a newsletter, an events calendar, announcement banners on the Home page, an interactive map, more images, short videos, and other small features that will improve the usability of the site. Much of the existing content can be salvaged with some upgrades. The text across the website can be edited and made more conversational. This will allow readers to connect more with the material. Social media can also be used to a greater extent to spread the message of CSKT and reach more people in their target audience.
Part of this process included designing a new website look. I created wireframes and maps highlighting the content that is most important to CSKT.
Wireframe for Home page of CSKT’s website
conclusion
This was the first full content strategy analysis report that I completed myself. It was an extremely long and thought-provoking process that gave insights into what every website needs. This organization is large and their websites have extensive information for their audience. It showed me ways that these important details can be displayed in a simpler way while keeping SEO and accessibility standards in mind.
Wireframe for About page of CSKT’s website
Wireframe for Health information page of CSKT’s website
While researching CSKT, I also completed a competitive analysis, looking at other government websites with similar goals. I compared their navigation, content, interactive features, and SEO/accessibility. This research found that the other websites have a more modern feel that attracts viewers to stay on the site longer.
Reaching this new standard of online content can be difficult. To help CSKT and their executive team successfully complete this process, I laid out a writing style guide to help improve the text on the website and explained the roles and process to follow.
Once the website is restructured, the process is not over. I found key performance indicators for CSKT that will help them track their success.
Next Steps
With all of this analysis laid out, what comes next for the organization? There are
roles to be assigned, a process to follow, rules to stick to, and continuous upkeep required.
In the report, I lay out five jobs that must be assigned to those working on the website and what each must continuously do in order for the site to be successful. That includes creating new content and explaining that this is a long and never-ending process. There is always something that can be improved.