Making UK Online as big as FriendsReunited

Hands up those who use UK Online.

Its profile may leave a lot to be desired but it certainly has some heavy-weight technical backing.

Last year Loudcloud snatched the contract from BT to host and manage the site. And now the internet company reckons it hosts what is probably the best government site in the world.

So why are only 1.2 million visitors a week going to http://www.ukonline.gov.uk ? Maybe it doesn't have the marketing spot on. Honor Blackman and Alan Hansen are playing at being UK Online ambassadors. Tempted?

In terms of content, the site is growing organically with functionality being added bit by bit. For instance, you can now recover outstanding debts online. Handy.

The site is also an entry point for a wealth of information covering everything from the history of motoring to tips for successful breastfeeding.

Alan Mather, the grandly titled CEO of e-Delivery at the Office of the E-envoy hit the nail on the head today when he said: "Somewhere between Tim Berners-Lee and Marc Andreessen there was a screw-up. People don't browse government, they turn up for something."

This is the point. No one wants to go to UK Online to have a look around. They will use it to save time and get the answers they're after. But it's going to take time to catch on.

Even if all it does is enable the submission of tax returns at the eleventh hour it will change everyday life. No more rushing to the post box for 5pm and praying the form will beat the deadline.

Things are changing slowly. The Office of the E-envoy realises this. So why on earth is it promising an 'inflexion point' or a phenomenon to rival the FriendsReunited frenzy? Because the department is under pressure to please the media, perhaps? Or maybe it's just more impatient than it lets on.

What is for certain is that it's going to have to do much more to increase the visibility of the site.

Ukonline.gov.uk has fantastic potential. It just needs to shout a little louder.

Have a look at the site for yourself http://www.ukonline.gov.uk .

Related content:
Is UK Online the next FriendsReunited?
http://www.silicon.com/a51766
UK Online picks up RNIB accolade
http://www.silicon.com/a51652
Loudcloud wins UK gov online deal
http://www.silicon.com/a49168
UK Online celebrates its second birthday
http://www.silicon.com/a49703