Making Your Web Campaign Real

When we look at a political website, we see reflections of the candidates and their campaigns. It’s nice to see campaigns that put some effort into dressing up for the occasion. But when we look deeper at how many campaigns use their websites and other online tools, the picture is often a lot less impressive.

Let’s take a look at whether you’ve built in the horsepower to rev up your campaign or you’re “all show and no go” online.

Our first checkpoint is to ask if you understand your audience and what you’re trying to accomplish online.  In the most simplistic terms, you’re looking at presenting information and encouraging action. On the information side, the rookie mistake is to confuse the ability to publish an unlimited amount of information on your website or Facebook info tab with the desire of the audience to wade through your magnum opus. Likewise, crowding your home page with an excessive number of action buttons and links makes them easy to find, but less likely that the important actions will stand out.

There is no hard and fast rule on the maximum number of words or links on a page, but if it takes a typical visitor minutes rather than seconds to figure out what it is you want to tell them or have them do, you deserve a “delay of campaign” penalty. If you don’t have a good sense of this yourself, we suggest you enlist the help of some friends with short attention spans. See if they read the entire page or if they click on the action items that are most important to you.

Read more from Steve Pearson and Ford O'Connell at Campaigns & Elections 

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published this page in In The News 2012-03-09 10:00:00 -0500
Analysis & Political Strategy