5 Assumptions That Will Tank Your Political Campaign Website
5 Assumptions That Will Tank Your Political Campaign Website
Here are five common assumptions to keep in mind and avoid when creating your political campaign website.
Assumption 1: You don't need a campaign website
With the rise of social media, the campaign website's position in elections has shifted from being the bulk of a candidate's online presence to more of a hub. But the website is still critical, both from an online presence, and as a brand to point to with your offline campaigning. While the campaign website contains the core message and branding, people follow candidates and campaigns through a variety of methods - from blog feeds to Facebook and Twitter updates.
Politics online has expanded greatly over the last decade. Voters expect candidates to have a website. If you don't have your own voice online, then someone else is doing the talking about you.
Assumption 2: Your website will be the first thing to pop up when someone searches the candidate's name
Type in your name for a search. What shows up? Maybe you share a name with someone else, and links about that person are showing up. Maybe it's an unflattering newspaper article or blog post?
Do you want to have a say in what shows up on those results? Well, you can.
One of the reasons why we recommend using a candidate's name for a domain name is that the name goes a long way in making that website relevant for name searches. Even if there isn't much on the website, having a domain name that uses the candidate's name will help it appear in searches for that name.
You'll often see a candidate's Facebook, Twitter and LinkedIn pages in the search results. These pages tend to appear in results because those domains are considered strong and authoritative to the search engines.
If you want to help 'push' your site up the search results, you may need to give it a little 'link love'; that is, point links to those pages. For example, to build links to your campaign website, you'll want to link to the site from your Facebook and Twitter profiles, from supporter's websites, and from other political sites. You'll also want to link out to your social media pages from your website, as well.
Assumption 3: People already know about you Believe me, they don't. How many people do you know that can name their congressperson or state representative? One thing we suggest to candidates is that they include enough information about themselves and their race. The 'who, what and where' must be immediately picked up by your site visitors. We're always amazed when we see local campaigns sites that don't expressly state what they are running for, and where.
"Smith for Representative"
Representative of what? Of where? People should be able to know within a second or two if your campaign matters to them. If they can't figure it out right away, they won't stick around to guess.
For all the talk about interactivity and social media, your campaign website is the perfect place to make that initial introduction. The reality is that most voters simply don't know you - yet.
Assumption 4: Visitors already support you
There are likely a large block of independent or undecided voters who can swing an election either way. While 'red meat' partisan attacks may play well to a base, it will likely turn off some voters. Just because Washington, DC is hyper-partisan doesn't mean that the average voter is looking for that in their local elections. In fact, most independent voters are turned off by excessive partisanship.
Assumption 5: Your website will become your campaign's cash cow
If you set up a campaign website for the sole purpose of raising campaign contributions, there's more a good chance you will disappointed.
A website CAN produce significant revenue, but only if your campaign is capable of attracting donors in the first place. Your website should inform and persuade first. Allow people to follow your campaign. That can be through email, RSS feeds, or other social media. As you communicate over time, you build trust and rapport - and that is the key
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