The website is just one thing. It’s probably the easiest thing to improve, but if you follow a “driven by digital” path, you will hit the buffers shortly after you’ve launched. If you want to achieve real, lasting change, you will need to find a way to get the thinking that has emerged (and continues to emerge) from digital service delivery, to go deeper into the organisation.
As with anything, there is a debate as to what digital actually means, but we need to look past that. Digital is the enabler for a lot of change and service improvement, but it’s the focus on the user and evidence based service design that really makes a difference.
A little light reading (and a video!):