What can we learn from the most successful Sitevision websites?

Visitor focus

A recurring success factor of winning websites is a clear user or visitor focus. It's about designing content, structure and functionality based on what visitors want to do, not what the organization wants to show. It requires a shift in perspective: from inside-out to outside-in.

A good example is Bollnäs municipality (bollnas.se) External link., which won the Sitevision Awards 2023 with a simple structure and updated content. With an ambition for a sustainable web in a minimalist spirit, they manage to meet the needs of the visitor, regardless of whether the user visits the site via mobile or desktop.

To create a truly visitor-focused website, you need to start by understanding your users. Who they are, what they want to do and what questions they are looking for answers to. Methods such as user interviews, surveys, web analytics and keyword data provide insights that can inform both content and structure. Identify users' main tasks and adapt the homepage and navigation accordingly, not to the internal structure of the organization.

The structure should answer concrete questions such as "What do I need to do?" rather than mirroring your department names. Content should be written in plain language with clear headings, concrete actions and a clear purpose. Every word should help the user move forward. Don't forget to test the solutions with real users and to follow up continuously with data, user testing and feedback. Visitor focus is not a project. It is an ongoing improvement process.

Visual language

When Högskolan i Gävle (hig.se) External link. was named winner of the Sitevision Awards 2024, one of the key areas was their authentic and believable imagery. Building a website with authentic imagery is about creating presence and trust. Showing who you really are, for real.

Use your own images instead of generic photos. Show real people in real environments, even if it means a bit of everyday clutter. It adds emotion and credibility. Tell a story with each picture, capture natural situations and avoid posed portraits. Create a uniform image style with well thought-out light, color and cropping, but don't forget variation in gender, age and background, for example.

Highlight individuals and show personality. Portraits in natural settings combined with quotes often work very well. And most importantly. Keep the imagery lively. Update images regularly and reflect the seasons and the pulse of the business.

Collaboration

A crucial factor for a successful website is close and committed collaboration between client and supplier. When users, editors, developers and partners work together with clear communication, transparency and common goals, the conditions for technical quality, accessibility and a user experience that really works are created!

A shining example is Tillväxtverket (tillvaxtverket.se) External link., which won the Sitevision Awards 2024 in the category Best social information website. Through an iterative approach, where ideas were quickly tested in practice and decisions were made jointly, a website was created that both reflects the mission and makes everyday life easier for users.

Accessibility

Accessibility is not just a requirement. It is a prerequisite for digital success. The Swedish Museum of Natural History (nrm.se) External link. led the way when it won the Web Service Award 2024, thanks in part to its solid work to make the website accessible to everyone.

Making information accessible means that everyone, regardless of disability, technology or device, should be able to access the content. It's about more than just WCAG and legal requirements. It is part of good design and user experience.

An accessible website is often also a better website for everyone. It means using plain language, structuring content with headings and lists, and putting the most important things first. It also means creating code that works with assistive technologies such as screen readers, using the right semantics and giving images descriptive alt-texts.

Ensure sufficient contrast, that the site works without a mouse, and that the design is responsive to different screens. Menus should be logical, the search function easy to use, and videos should be subtitled and controllable by keyboard. By thinking accessible from the start, you build digital solutions that include, not exclude. This is something we all benefit from!

Want to know more? Contact Fredrik Stodne at Soleil

Fredrik.stodne@soleil.se