Author: Denise Eisner

Denise Eisner is a senior-level web strategist and communications specialist with a passion for creating enhanced user experiences. As a member of the Government Service Excellence practice, Denise’s experience and specializations include web strategy development, information architecture, web analytics (WebTrends and Google Analytics) and web project management. She has led large-scale content audits, developed performance measurement frameworks, and coordinated site updates to meet Treasury Board policies standards and guidelines. Engaged in the evolving spheres of information technology, corporate communications and media for almost two decades, Denise has transformed business objectives into web strategies and information architectures for corporate and government clients in the U.S. and Canada.


Web renewal is about you too, not just your content

As a content strategist working on Canada.ca, I work with government departments who want to understand how the new site will support their content. They want to know for example which template to use, the best practices for writing page titles, or how to format lists.

Aside from these practical concerns, there’s an equally fundamental issue to consider as departments prepare for the move to a single federal government website. read more

Three ways to convince web content owners to adopt plain language

“Don’t dumb down my content.”

“Legal said so.”

“My manager will change it back.”

These are some of the responses I’ve heard in client meetings when we try to promote plain language writing for Web content. This type of writing conveys information easily and unambiguously by:

  • using straightforward vocabulary and sentence structures
  • organizing and presenting material clearly and logically with the most important facts at the beginning and the less important details toward the end of the content
  • avoiding jargon and idioms

So to commemorate International Plain Language Day on October 13, I offer three techniques for countering the anti-plain language arguments and making your existing or future content awesome for Web users.

read more

It’s time to think mobile first for government services and information

I’ve heard more than one government client say that he or she didn’t have the time or budget to think about the implications of mobile when developing online content. Getting approved content online in both official languages and in accordance with multiple TBS policies and standards was daunting enough, and it stretched staff and budgets. If considered at all, “mobile” was thought of in terms of mobile applications. read more