Landing Page

The landing page layout serves as the primary entry point for government services and information, designed to guide users quickly to their intended destinations. Use this pattern for department or service area homepages, service portals, and campaign-specific pages that need to present multiple pathways and key information at a glance. The layout emphasizes clear navigation, featured content, and calls-to-action that help citizens find what they need efficiently.

Do

  • Prioritize user tasks - feature the most common user needs and services prominently above the fold.
  • Use clear, action-oriented headlines - write compelling titles that immediately communicate the page's purpose and value.
  • Implement visual hierarchy - use size, color, and spacing to guide users' attention to the most important elements.
  • Include multiple entry points - provide various ways for different user types to access relevant information.
  • Feature current information - highlight news, alerts, or time-sensitive content that users need to see immediately.
  • Use recognizable imagery - include photos or graphics that represent your department or services authentically.
  • Provide search functionality - make it easy for users to find specific information or services quickly.
  • Test with real users - validate that your landing page meets actual user needs and expectations.

Don't

  • Don't overwhelm with options - limit featured content to 5-7 main pathways to prevent decision paralysis.
  • Don't use generic stock photos - avoid imagery that doesn't authentically represent your services or community.
  • Don't bury critical information - ensure emergency contacts, alerts, or urgent services are immediately visible.
  • Don't ignore mobile users - design for mobile-first since many citizens access government services on phones.
  • Don't create dead ends - ensure every element has a clear next step or pathway for users to follow.
  • Don't use jargon in headlines - write in plain language that all citizens can understand immediately.
  • Don't neglect loading speed - optimize images and content for fast loading, especially on slower connections.
  • Don't forget accessibility - ensure all users can navigate and understand your landing page regardless of abilities.

Layout

The example below demonstrates a comprehensive government landing page with strategic content placement, clear navigation pathways, and citizen-focused design. Shows how to balance multiple user needs while maintaining visual clarity and providing efficient access to key services and information.

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Content Guidelines

  • Citizen-centered messaging: Write headlines and content that focus on what users can accomplish rather than internal department structure.
  • Scannable content blocks: Organize information in digestible chunks with clear headings and brief descriptions.
  • Action-oriented language: Use verbs and direct language that encourage users to take the next step toward their goals.
  • Current and relevant content: Feature timely information, seasonal services, and recently updated resources prominently.
  • Clear value propositions: Explain the benefit or outcome users will achieve by following each pathway.
  • Consistent terminology: Use the same terms for services and processes that appear elsewhere on your website.

Implementation Considerations

  • Performance optimization: Prioritize above-the-fold content loading and optimize images for various screen sizes and connection speeds.
  • Content management workflow: Establish processes for regular content updates, especially for featured news and seasonal information.
  • Analytics integration: Track user interactions with different sections to understand which pathways are most valuable.
  • A/B testing capability: Build flexibility to test different layouts, headlines, or featured content arrangements.
  • Integration points: Ensure seamless connections to deeper site sections, external services, and related government websites.
  • Personalization potential: Consider how the page might adapt for returning users or different citizen segments.
  • Emergency protocols: Plan for how the landing page will communicate urgent information or service disruptions.

Accessibility Features

  • Landmark navigation: Uses proper ARIA landmarks and heading structure to help screen readers understand page organization.
  • Keyboard accessibility: All interactive elements are accessible via keyboard navigation with clear focus indicators.
  • Alternative text: Images include descriptive alt text that conveys both content and context for the landing page purpose.
  • Color independence: Information is conveyed through multiple visual cues, not color alone, for users with color vision differences.
  • Responsive design: Layout adapts seamlessly across devices while maintaining functionality and readability.
  • Plain language: Content uses clear, simple language that serves users with varying literacy levels and cognitive abilities.
  • Focus management: Page structure supports logical tab order and doesn't trap keyboard users in any sections.
Updated: Dec 02, 2025