As a wannabe web nerd, I spend some time browsing professional Wordpress theme designs.  Today I spent some time mocking up a design for my own website, which I will begin building in the next few days.  It was with interest, then, to find that the much-trumpeted Number10 website has been unveiled - built on Wordpress!  Get Gordon, all trendy and open source!  Just today I read an article by a blogger on the problems with pushing Wordpress too far beyond a simple blog format, trying to decide whether the platform can really cope with uses beyond those which it was designed for.  In short, I love Wordpress and am happy to mould it to suit any purpose, but the kind of site at Number10 should really be on a more robust content management system.

(I suspect at this point that most readers will not care greatly about the intricacies of Wordpress as a publishing system, so I shall leave the issue aside.)

The visual identity of the site is remarkably different to the old one.  What was once a practical website that looked as if it was created by a team of civil servants with solid scripting knowledge, but little eye for design, is now reasonably professional but not remotely official-looking.  It feels like the website for a small business, not the gateway to the seat of power.  But the simplicity and closeness is not necessarily a bad thing.  The colour scheme works well, and the use of white space is a stark contrast to the overbearing mass of information dumped by the previous incarnation.

This is genuinely web2.0.  Not only is it open source in software, it fully integrates feeds from Flickr, Twitter and YouTube.  This is, really, everything that WebCameron is not.  Where WebCameron is lacking, Number10 shows the Tories how it is done.  But where WebCameron works, this is too poor a comparison to look like an imitation.  There is no original blog content from the PM himself - why use easy-as-pie Wordpress if nobody is actually blogging?  And why on earth is all of the video contained in a TelegraphTV-style media centre instead of being embedded into articles?  Fundamentally, though, why use blogging software if there is no facility to comment?

This could have been a great break for government to reach into new media.  To get the public’s attention where it is of most value - on the internet.  I have long argued for the internet as being massively more important for government than any other media source, including television and newspapers, and this site relaunch was the perfect opportunity for government to wake up.  But they are still slumbering.

The gesture of using Wordpress is thoroughly unnecessary.  There is no good reason for using a blogging platform for the kind of content the Number10 website hosts.  If the website were to contain blogs, or even comments under articles, Wordpress would be perfect.  But for the kind of use Number10 has, Wordpress is simply the wrong package to choose (even from the open source options available).  The (surely deliberate) attempt to look hip and trendy by straying into WebCameron territory is pointless unless the great benefits of WebCameron are realised.  Most argue that Cameron’s site did not go quite far enough towards interaction, and, fundamentally, failed to keep moving forwards.  Instead, it has stagnated.  The new Number10 has a ready stream of content to keep it fresh, but it is simply press releases and speech transcripts.  I want to see short video clips of Gordon behind his desk telling us “I’ve just got off the phone with Putin, discussing South Ossetia.  We are agreed on…”.  Such content can be put up within minutes, and would give the public at least a nudge towards believing that Gordon is actually serving a purpose behind that shiny black door.

This is a typical government Emperor’s New Clothes phenomenon.  You know the story: the Emperor is really proud of his new outfit and shows it off to everyone.  Blinded by the Emperor’s presence and the fact that everyone is enamoured by the outfit, everyone is amazed by this most brilliant set of clothes ever produced.  Until one thoughtful person points out that the Emperor is, in fact, stark naked.  Here is a blog: it’s built on Wordpress, it looks like a blog, it feels like a blog, it quacks like a blog… etc. In fact, though, it is nothing of the sort.  It uses blogging software where a traditional CMS would be more appropriate.  It integrates photos via Flickr instead of directly though the site simply because Flickr sounds trendy.  Likewise video is pumped via YouTube on the front page, because of brand association, and then via a different out-of-the-box system on a the video page because YouTube isn’t actually the best way to show video after all.  As for the use of Twitter: a nonsense gesture, and transparently vacuous.  Everything that makes this website look like a blog is inefficient and wrong: in short, only there to make it look like a blog!

They don’t seem to get it.  The Number 10 website could easily have become a fantastic blog-based hub of accessible government.  It could have featured regular minute-long video pieces from the prime minister, with comment facilities below.  It could have hosted the ability to discuss the vast number of press releases and speeches archived on the site.  It should, at the very least, have hosted a blog from Gordon Brown.  He need not have pretended he had time to log into Wordpress and hit “publish” five times a day, but if he can squeeze out three books while Chancellor and Prime Minister, he can knock off a few blog posts each week.

I do not regularly comment on new government website builds, but this one was different.  It was built up in the press as the dawn of a new era in prime ministerial closeness.  Instead, it is a perfect exercise in appearing to be everything that you want, but actually turning out to be nothing at all.  I am severely disappointed in this squandered opportunity: the Emperor’s clothes may be new, but they are not actually clothes at all.