Key strategy deliverables -The selected vendor will be responsible for developing a strategy that:

• connects and aligns messaging across AUSTRAC’s channels
• aligns with the timing of guidance
• provides a consistent user experience for our audiences, current reporting entities, tranche 2 entities, industry associations and professional bodies, media and the general public is based on detailed audience user-journeys, considering their interactions with AUSTRAC’s channels and content
• recommends content formats tailored to different channels and audiences
• Assess the user journey to identify pain points and recommend improvements to enhance and streamline the user experience
• Includes a complementary LinkedIn strategy, which considers the best practice usage for government, AUSTRAC’s strategic needs and factors in a leadership and partners engagement approach to amplify our reach through their accounts.

Critical website deliverables: As part of the multi-channel content strategy, there will be a particular focus on the website, which serves as the primary external-facing channel for reporting entities and other stakeholders. The content strategy must support the website’s uplift by delivering:

• Conduct a UX review and performance evaluation of the AUSTRAC website to identify issues and opportunities for improvement. Use usability testing to uncover gaps and provide insights to enhance the content strategy and information architecture.
• A content audit that identifies outdated, redundant or missing pages, in addition to opportunities to improve and simplify the content and navigation.
• A website content strategy that includes:
• Comprehensive governance recommendations, including managing, publishing and optimising content to meet AUSTRAC’s needs and ensuring consistency in our content management approach. This includes establishing internal website governance processes, defining publishing guidelines and ensuring efficient content management and hygiene.
• a review of approximately 330 pages of core content excluding news and media content
• developing clear guidelines and new standardised templates for different web page, digital resource and content types to ensure consistency
• Reviewing and making recommendations to optimise the use of taxonomies and metadata across the website.
• Recommendations on technical and/or design changes needed to the website to implement the content strategy.
• Opportunities for content to be made simpler, clearer and easier to read for through the content design and use of plain language. This should consider readability best practice and requirements to support accessibility and culturally and linguistically diverse audiences.
• a new user-focused and journey-based information architecture, validated through user testing for effectiveness. This new structure will:
• Accommodate the new content needed for AML/CTF reforms, in particular in relation to the current “Business” section of the website.
• Consider a transition plan for the separated AML/CTF reform-related content to transition into BAU content from 2026.
• Have usability testing (such as tree testing or other relevant methods) to validate and refine the proposed information architecture.
• Redesigning the homepage to enhance navigation, improve interaction design and better promote key messages, e-learning and curated journeys, to ensure users can access and have visibility to the right information at the right time.
• Improved information accessibility, including improved personalisation, progressive disclosure (to manage complex information) and guided pathways for different types of reporting entities
• Recommendations for improved search functionality, including recommendations to upgrade basic search functionality for predictive suggestions and advanced search, providing search results ranked by relevance. Providing the ability to search multiple formats and improve content discoverability.
• Recommendations for the inclusion of a Help Centre, which provides centralised, easily accessible section on the website with a searchable knowledge articles for common queries, filtered by topic and industry to support self-service of information.

Website design requirements

The content strategy must also address key website design and accessibility components, ensuring:

• Detailed designs for key pages, including the homepage, landing pages, and content pages, that align with the new information architecture.
• technical compatibility with GovCMS SaaS for seamless implementation
• alignment with human-centred design principles, consideration of culturally and linguistically diverse audiences and compliance with relevant Australian federal government requirements, including:
• WCAG 2.0 accessibility compliance
• Digital Service Standards
• Digital Experience Policy.