Web strategy overview

Work continues in transforming the provincial government’s online presence, novascotia.ca, of over 150 domains, 1.9 million pages and 75,000 PDFs into a cohesive experience that better meets users’ needs.

More content has recently moved or is moving onto the new ‘beta’ site starting December 18, 2019. Content includes: Beautification and Streetscaping Program, Community Works Program, Registry of Joint Stock Companies and Personal Property Registry.

The updated and improved novascotia.ca focuses on:

  • explaining what government is doing and why
  • providing clearer, easier access to government programs and services
  • sharing information that individuals or businesses are looking for

About 3.9 million people viewed novascotia.ca in 2019, a 14% increase from 2018. 67% visited from search engines and 96% were looking for a specific task or topic (up from 82% in 2018). Website analytics demonstrate that the updated site is already starting to increase the access to government’s programs and services and providing information that users are looking for; areas of focus for the updated site. For example; the updated site places higher in search engine results and visits per user have increased.

Where in the world our users come from

Top countries

Canada 80.8%
United States 9.8%
India 1.6%
Other 7.8%

Within Canada

Nova Scotia 70.3%
Ontario 10.1%
Quebec 5.8%
New Brunswick 6.8%
Alberta 2.1%
British Columbia 1.9%
Prince Edward Island 1%
Newfoundland 1.0%
Manitoba 0.5%
Saskatchewan 0.3%

Project scope

The project applies to all of government’s public-facing websites, including individual department sites and over 150 department-related domains.

Websites that are out of scope of this project include sites for legislative offices and entities that are arms-length from government such as agencies, boards or commissions (like artsns.ca, gamingns.ca and novascotia.com) and often have nongovernment URLs.

Department intranet and extranet sites are also excluded from this project.

Project phases and timeline

10out of  30 departments and offices have moved

The first phase involves publishing web content. Since October 2018, content from ten departments – Business, Communications Nova Scotia, Emergency Management Office, Finance and Treasury Board, Internal Services, Municipal Affairs and Housing, Office of the Fire Marshal, Public Service Commission, Service Nova Scotia and Office of Workplace Mental Health – moved onto the new site. Other departments are working on finalizing their content, which will be updated and are targeted to go online throughout 2020.

Government will continue to work on redeveloping transactions (like forms and web applications), documents, charts, visuals and other web assets. This first ‘publishing content’ phase includes “starter” web pages for current transactions and documents. The information on these pages makes it easy for users to understand where and how they can complete a task.

We’re also developing an ongoing web maintenance program to make sure content is accurate and up-to-date moving forward.

Content and structure

pages published
paper plane
pieces ready to publish
pieces of content translated
code file
content teams

We’re applying content criteria to remove outdated, inaccurate and unneeded content to make sure that only the information users need is online.

Because most users come to government’s sites looking for a specific program or service, we organized the content with their needs in mind. The updated site uses plain language that the public can easily understand. The design of the site is clean and simple, and optimized to improve access for everyone, regardless of their ability, device, situation, or location.

Following user flow testing, user research and best practices, information is being published in one place and we’re arranging the content by topics, services, programs, departments or by searching so it’s easier for users to find what they’re looking for. Users won’t have to understand government’s organizational structure to find what they’re looking for.

Retiring old sites

More than
redirects configured

When content is launched on the updated site, the old web pages will be retired and archived.

URLs from the old web pages will redirect to the same content on the updated web pages whenever possible. If a piece of content from the old site wasn’t included on the updated site, the user will be redirected to the department that owns it.


The improved site also sets a new standard for user accessibility, whether they’re using a computer, a mobile phone or assistive technology.

Many of the PDFs online aren’t accessible to users with disabilities. Web publishing requirements and standards will be reviewed and updated as part of government's accessibility plan for Nova Scotia.

Desktop 61.1%
Mobile 32.4%
Tablet 6.5%