SEND Local Offer Annual Report 2025 to 2026
Analytics and data
Reach and awareness
We saw a significant growth in reach and awareness to the SEND Local Offer website. Visits increased from 1,475 (2024) to 6,475 (2025) and unique users from 761 (2024) to 2,612 (2025) evidencing stronger awareness, search visibility and referral pathways into the Local Offer.
There was a 339% increase in visits and 243% increase in users, with October 2025 being the busiest month. Campaigns to drive traffic to the local offer are starting to have a positive impact and this will be an improvement goal for 2026.
From 1 January 2025 to 1 January 2026, website statistics shows there were 6,475 total visits to the website with 2,612 being unique users
The most visited pages were:
- Education - 1,311 views
- Local Offer homepage - 1,210 views
- SENDIASS for parents and carers - 547 views
- SEND information for parents and carers - 450 views
The percentage of users from different devices was:
- mobile - 66.5%
- desktop - 31.3%
- tablet - 2.2%
Mobile access remains the dominant route to the Local Offer, reinforcing the need for a mobile‑first design supported by a consistent approach to accessibility, including clear layout, structured text, predictable navigation and formatting that reduces cognitive loads for all users. This ensures that families, young people and professionals can access information quickly and confidently across any device, while aligning with the rebrand principles of clarity, empathy and reassurance.
Data‑informed continuous improvement
The 2025 review defined dashboards, A/B testing and feedback loops to make updates evidence‑led and measurable, moving the Local Offer from "publish then maintain" to "monitor, learn, improve." Young people and parents are encouraged to provide feedback on the Local Offer, and professionals and organisations can provide updates via a new digital 'Update Local Offer' form.
Analytics and data improvements
We have made a conscious shift towards using data in a more meaningful and practical way, to understand how people actually move through the Local Offer and what they need most. The data helps us see which pages families rely on, where people get stuck, and which pathways are used most often. This insight will be shared through the Local Offer Working Group to explore trends together, spot gaps, and agree on what needs to change first. It also shapes our design decisions, from simplifying long pages to rethinking navigation and planning based on real user behaviour.
The Stockton Information Directory (SID) plays a role too, helping us keep service information accurate, but our analytics show that accuracy only matters when it appears at the right moment in a user's journey. That's why 2026 work focuses on weaving the directory content into clearer pathways, ensuring data isn't just collected but it is used to make the Local Offer feel easier, calmer and more intuitive for everyone.
