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Cumberland Council’s microsite policy

The Digital Team's policy on requesting new website domains separate from Cumberland.gov.uk.

1. Definition of a microsite

A microsite is usually a small website with a specific message or purpose targeted towards a  particular audience, it can have its own design and is separate from an organisation’s main  website. A microsite can have its own domain name or be a sub domain of the main website. 

Cumberland Council (‘the council’) operates corporate websites to provide information about council services and activities to residents  and the general public. The corporate websites are maintained centrally by the Digital Team using a website content management system (CMS). 

The council recognises that the best way to provide information about council services and  activities is not always on the council’s corporate website. There are occasions when the  corporate website is not the most suitable way of providing information, and an alternative  website would provide a better solution for a particular service, campaign, or subject.  

Any website managed by the council other than the corporate website will be termed a  ‘‘microsite’ for the purpose of this policy. 

The corporate content management system (CMS)  provides the capability for microsites to be hosted within the same system creating a corporate CMS platform which can be fully supported by the Digital Team.

It is the default position of the council that all websites should be developed within  the corporate CMS platform, unless they meet the criteria for a separate website.  

2. Purpose of this policy 

The purpose of this policy is to clearly define a set of criteria that a proposed microsite must  meet in order to be developed separately from the corporate website. 

If the proposed microsite meets the criteria and is approved, the microsite will be developed  within the corporate CMS platform. 

Should the proposed microsite be considered to be developed outside of the corporate CMS platform, the criteria for developing a microsite outside of the corporate CMS platform must  be met. 

When a decision is made on developing a microsite, either within the corporate CMS or  outside of the corporate CMS, the key principles below will apply.  

3. Scope 

This policy applies to any proposed microsite that is owned by the council. The policy will not  apply to any proposed microsites where the council is a partner with other organisations,  unless the council has agreed to provide and manage the proposed microsite as part of the  partnership arrangement, instead the policy will be provided as best practice guidance.  

4. Key principles 

Any decision on the development of a proposed microsite will be made taking the following  key principles into account: 

  1. The default position of the council is that a website is developed within the corporate  CMS platform. 
  2. The council has a duty to provide the most cost effective way of managing multiple  websites, the corporate CMS platform provides hosting and support at no extra cost  as included in the terms of the corporate website contract. 
  3. The security and performance of any microsites developed outside of the corporate  CMS platform cannot be monitored by the council’s digital team. 
  4. The council is required to be AAA compliant with WCAG 2.1 content and functionality accessibility standards and publish an accessibility statement on all council owned  websites. The digital team can provide support on this for all microsites developed within the  corporate CMS platform.
  5. All microsites are required to have an accessibility statement, for example see GOV.UKs.
  6. The council is required to meet all relevant GDPR requirements, including providing a  privacy statement and the required access to any user data collected by a website.
  7. The Digital Team will only be able to offer limited support to a microsite developed  outside of the corporate CMS platform. 
  8. The Digital Team will not be responsible for managing the content on any microsite unless an arrangement to provide this service has been agreed. 
  9. The council follows the Government Digital Service best practice for design principles  and website content design. 
  10. The council website offers the most effective way to make website content rank  highly in search engine results due to the high priority given to content on a gov.uk  domain, and other SEO elements such as the number of trusted links to and from the  council website.  
  11. Potential visitors will come to the council website to find information about council  services, they are likely to trust content on the council website more highly than on a  microsite. 
  12. Microsites should have a lifespan and must be reviewed every 6 months by the service to make sure it is still relevant and meets user needs. 

5. Criteria and considerations for developing a microsite 

Services need to demonstrate that they have considered the following when deciding if a  microsite is the best approach: 

  • Is there a clearly defined audience and business need? 
  • Has research been carried out into user requirements? 
  • Is there a plan to promote the microsite and an SEO strategy so visitors can find the website? 
  • What are the reasons for not having the content on the main corporate website? 
  • Is the content for the microsite already provided on the main website?
  • Are there adequate resources within the service to maintain and promote a microsite  for at least one year?
  • Is the corporate branding to be adhered to and if not, why not?

How will you evaluate its effectiveness? For example:

  • are there performance/penetration targets for the microsite? 
  • is there a clear exit strategy? 
  • is there a recognised return on investment? 

5.1 Developing a microsite outside of the corporate CMS 

In addition to meeting the criteria and considering the key principles set out above, for any  proposed microsite that will be developed outside of the corporate CMS evidence must be  provided that specialist functionality is required that the corporate CMS platform cannot  provide or cannot be developed within the corporate CMS platform for a reasonable cost and  within a reasonable time frame.  

6. Applying this policy and gaining relevant approvals 6.1 Approval  

Approval is required from the Senior Manager Digital Innovation and Customer Experience, or by delegated authority before any proposed microsite is developed, even if the proposed microsite meets one or more of the criteria in section 5 of this policy.  

Contact the Digital team in the first instance to request approval for a proposed microsite by submitting a request to the team.

6.2 Escalation

If a service is not satisfied with the decision, the matter can be referred to the Assistant Director Digital Innovation and ICT who will make the final decision. 

7. Further information and guidance 

The following links provide further information and guidance to support this policy: