Convergence strategy

Directgov has indicated that its strategy is to converge information, then organise so that its target to pull in over 95 per cent of Government websites to Directgov and Businesslink¹⁸ by 2011 is met. This means that still more content is yet to be pulled into the website, and only after it has come online will it be sorted, contradictions reconciled and older pages deleted. In the meantime, there will be many more pages for the consumer to work through before they find what they are looking for. It would seem content has been included in order to fulfil an internal target, as opposed to being based around clear, evidenced ideas about consumers’ interests and online expectations. Again, the focus is on the process of consolidating websites and information with the consequence that the original vision in the Transformational Government strategy has been lost. Rather than developing effective online services that join up with other relevant services, it appears there has been little thought for the outcome for the consumer.

18. Business Link http://www.businesslink.gov.uk