An established cause of drop-off in web processes is failure of trust. Branding should be consistent throughout the process, any hand-offs to a different web identity should be avoided; where they are essential, they must be explicit; applicants should know where they are, and why they are where they are.
- Unless your form has a strong family resemblance to the page that linked them to it, a sceptical user is likely to become mistrustful. Even simply stating that the link is to an external site will help them maintain trust. Better yet, let them apply on your site – ideally the form should be easily identifiable as being associated with your council. Our form is branded to have the same look and feel as your website
The Ten Process