If I Could Be a Government Web Site Manager

By Denise Eisner

I work alongside some very dedicated, passionate web people in government. They want to have web sites that are usable, readable and of value to the audiences they’re intended to reach. For reasons both obvious to those in government and to anyone else who has tried to push new ideas in large organizations, there’s a set of what we euphemistically term “challenges” to achieving these goals.

But let’s say for a moment that said challenges were surmountable and the HIPPO (Highest Paid Person in the Office) was giving me carte blanche to run the web site per accepted best practices and the latest in research-driven design principles. Wow! Colour me happy!

Quick, before the HIPPO changes his/her mind, here’s my wish list:

  • Double the size of the web team – No site that is designed to reach audience segments as vast and varied as those served by government sites can be run with two people, neither of which have time to strategize, plan, write, edit, apply metatags, code, test, and perform quality control, all while responding to the latest request to convert a 200-page report to HTML. Scale the team to the size of the site really needed by users.
  • Let my team control the site design – Everyone has opinions but design by opinion war only leads to chaos and bad feeling. I’ll consult with stakeholders, sure. I’ll amass quality research to back up my ideas and proposals (web metrics, surveys, usability tests, etc.). But I’ll make all high-level design decisions regarding navigation, breadcrumbs and landing pages. And I’ll be able to defend those decisions with data.
  • Have dedicated IT resource(s) on the Web team – Rather than have the disconnect that can exist between varying business units, combine the various skill sets needed to have a strong web group capable of supporting high-quality content and web infrastructure.
  • Publish good content, not FAQs – I was recently inspired by R. Stephen Gracey’s post on how FAQS “seem to constitute a basic instruction manual or else call attention to selling features, making them only marginally useful to users with real questions.” I want good writers to develop quality, searchable content and an editor to oversee publishing standards.
  • Help me get the web strategy approved – I need senior support for defining why we need a web site and who we really serve (beyond the catch-all “all Canadians”). This will help me maintain a focused web operation that strategic, not reactionary, and supports our business priorities.
  • Approve a governance model for the web – In order to make informed, strategic decisions around the web, particularly for the aforementioned strategy, let’s implement the roles we defined for a web champion, working group, ad hoc teams and steering committee.
  • I’ll just do Web 2.0, now – Hey, I’ll start a blog! I found a SME who’s willing to share his/her expertise with a specific audience (teachers, businesspeople, scientists), so I added the blog to the site, moderated it myself, and can report the site activity to management. It involves extra work but as EPA web 2.0 guru Jeffrey Levy told me last year, you learn by doing. We’ll keep an eye on performance and keep tweaking it as needed.
  • Good measurement tools – You only can manage what you can measure. Let’s get the right tool and get a professional to configure it according to our performance indicators. I can help find efficiencies if I have good data to present to senior management.

Quite a wish list, but these approaches all point to effective site management.


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.


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