Challenge 5: Declining Public Trust and Confidence in Government Services
The Problem
In an era of widespread phishing scams, fraudulent websites, and cybersecurity threats, many Americans are hesitant to trust online platforms claiming to represent government agencies. If users don’t immediately recognize a site as legitimate, they may abandon important services, fail to complete applications, or turn to unreliable third-party sources for information.
Adding to this challenge, inconsistent branding, navigation, and design across different government websites can create confusion, making it harder for users to trust they are engaging with an official platform.
Focus
Strengthening Trust on Government Websites, SSA.gov use case
Government agencies have faced widespread skepticism from users who doubt the authenticity of federal, state, and local websites. This uncertainty stems from:
- Lack of clear government branding—Sites often lacked recognizable official symbols, such as the American eagle, or did not prominently display their federal affiliation.
- Inconsistent design and navigation—Users moving between government websites (e.g., SSA.gov, Benefits.gov, and HealthCare.gov) encountered different layouts, footers, and naming conventions, making the experience feel disjointed.
- Absence of verification markers—Without clear indicators confirming a site’s legitimacy, users hesitated to enter personal information or complete online transactions.
The Consequences
- User drop-off and task abandonment—If users question a website’s legitimacy, they are less likely to complete applications, file claims, or access critical services.
- Increased reliance on third-party websites—Mistrust leads users to unofficial sources (such as private companies or non-government organizations), where they may receive misleading information or be charged unnecessary fees.
- Higher call center volumes—Citizens unsure about an online service often resort to phone support, increasing the burden on already strained call centers.
The Progress
To address these concerns, SSA.gov has implemented clear, standardized visual indicators to reinforce trust and legitimacy:
- “Is this a U.S. government website?” banners—Prominent notices now appear on homepages, explaining the .gov domain and the purpose of official federal websites.
- American eagle iconography—Recognizable government symbols, such as the U.S. eagle, have been added to homepages and headers to create immediate visual trust signals.
- Consistent headers and footers across varying environments—A standardized template improves branding consistency, making it easier for users to navigate across multiple government sites with confidence.
- Enhanced security messaging—Explicit statements about encryption, data protection, and official government affiliation help users feel safer entering personal information.