A well-run political campaign that drives high voter turnout is one that takes advantage of all of the tools at its disposal. And one of the most important tools in your toolbox is your campaign website. 

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With an effective, informative campaign website, you can educate the public about your platform (and how to register to vote), invite your community to attend campaign events, and engage your supporters with donation and volunteering tools. But of course, creating a political campaign website is easier said than done, especially if you’re a first-time candidate working on a limited budget. In this post, we’ll help you get started on your campaign website by walking through the key elements that you should include on your site. Let’s dive in! 

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1. Clear Messaging 

When someone arrives on your campaign website, they should immediately be able to understand where your candidate stands on key issues. Prioritize concise and focused messaging that will help your candidate and campaign establish a strong identity, foster trust with voters, and motivate people to engage however they can. 

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Specifically, ensure your website visitors can quickly find clear information about the campaign’s: 

  • Platform: What issues will your candidate prioritize if elected? Clearly list your candidate’s stance on core issues that your community cares about and how they intend to take action. 
  • Goals: Similarly, you should let your website visitors know what your candidate hopes to achieve while in office. This might include lowering taxes, directing more funding to arts in the community, or championing legislation that supports single mothers. Ensure you lay out your goals and your timetable for achieving them. 
  • Values: Voters want to know that your candidate’s core beliefs align with their own. One effective way to communicate values is to provide a bio for your candidate. For instance, if one of your candidate’s core values is family, sharing about their family (a partner, children, etc.) can reinforce and demonstrate how your candidate embodies that value.
     

2. User-Friendly Design and Navigation 

Website visitors should be able to get around your website easily and find what they’re looking for quickly. Ensure that the website is user-friendly and navigable by employing the following best practices: 

  • Create a simple navigation menu that includes clear labels for each section of your site.
  • Ensure your navigation menu is sticky, meaning it will stay visible no matter where a visitor lands on your site or scrolls to on a page. 
  • Use a website builder that offers responsive design—this will allow the site to adapt to different screen sizes, from computers to smartphones.
  • Add a search bar to your website for visitors who are looking for specific content, information, or pages. 
  • Optimize image sizes and reduce excess code so that your website loads quickly. 
  • Use clear, concise language and short paragraphs and bulleted lists to make written content easy to understand and skim. 
  • Use headings and subheadings to create a clear visual hierarchy in written content. 
  • Break up written content by incorporating high-quality and emotionally evocative images. 
  • Limit the use of pop-ups and ensure that any pop-ups you do use are easy to exit out of.

3. Voter Registration Information

To encourage a great turnout on election day, provide your constituents with clear information about registering to vote, including relevant local deadlines.

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Ensure that your constituents know they have several options when it comes to registering, including: 

  • Registering in person at local government offices (like the county clerk's office, vehicle licensing offices, etc.) 

Voters who are already registered will need to confirm that their registration is up to date by checking their registration is associated with their correct name and address, and, in some states, their political party affiliation. They may also need to take action if their registration has been marked “inactive.”

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In addition to providing general information, include links to relevant state registration websites and resources. Also, direct your constituents to their local election or government offices should they need assistance during the registration process. Or, if your campaign will be hosting a voter registration event, let them know about it. 

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As the election draws closer, update your registration information page to talk about voting procedures. This will let your constituents know what to expect on election day so that they’re fully prepared for the experience. 

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4. Event Information

Events are great opportunities for you to connect with your constituents, share your stance on important issues, and engage everyone in spreading the word about your campaign. 

Ensure you have a dedicated page on your website for events information where you can provide details about events like: 

  • Rallies
  • Town Halls
  • Volunteer opportunities (such as text banking or phone banking)
  • Debates
  • Voter registration drives
  • Livestreamed social media events 

Provide all the details your constituents will need to attend your events, such as the event’s address, date and time, and what attendees can expect from the experience. 

Also ensure your events page has a straightforward registration form so that anyone who is interested can sign up and receive further information via text or email ahead of the occasion. 

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5. Donation Page 

Every political campaign is fueled by donations that make it possible to fund essentials like staff salaries, advertising, and more. Without an inflow of donations, your campaign may struggle to gain visibility and traction.

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One way to encourage donations to your campaign is to lean into digital fundraising and create an online donation page on your website. This page should include:

  • A clear call to action: Use eye-catching, direct, and engaging language, like “Stand with us!” or “Join the fight!” 
  • An easy-to-use donation form: Ensure the form is short and simple so that it is quick to fill out.  
  • Multiple payment options: Website visitors should be able to give via debit or credit card, and other popular options like Apple Pay or Venmo.
  • Giving suggestions: Include suggested giving amounts and a recurring giving option to encourage higher and consistent gifts.  
  • Information on how donations will be used: For example, let your donors know you’ll be using your funds for ads, campaign materials, and events—transparency helps build trust with your constituents. 
  • Social sharing option: Encourage donors to share your donation page with their friends and family to spur further giving. 

Donors who complete the donation form on your donation page should be presented with a confirmation or thank-you message page to let them know their donation has gone through and that your campaign appreciates their contribution. Make sure to follow up with a more personalized message via email to further strengthen your relationship with constituents. 

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6. Additional Mobilization Tools

Attending an event or giving a donation isn’t the only way your supporters can make a difference to your campaign. Incorporate additional mobilization tools on your website so that everyone can engage with and drive your campaign forward in a way that works best for them. 

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Here are a few examples of tools to include: 

  • Contact form or email templates to get in touch with notable community members: It may be helpful to get an endorsement from a currently-elected official, a public figure, or an influential organization. Provide your supporters with the contact information and messaging they need to get in touch and encourage an endorsement. 
  • Social media sharing: Ensure that your supporters can easily share important pages, forms, and written content with their social networks via integrated widgets. You can also encourage constituents to create and share their own content across their various profiles with a shared hashtag. 
  • Countdown timers: Keep your constituents informed about the timing of significant events for your campaign, like important rallies or election day, by adding countdown timers to your website. These can instill urgency in your website visitors to take action and stay in the loop ahead of big events. 
  • Texting opt-in: Your supporters may be looking for an easy way to stay in touch with your campaign and receive  updates. Provide a texting/SMS sign-up form so website visitors can opt in to receive information about everything from fundraising pushes to election day. 
  • Surveys or feedback forms: The best political campaigns are those that are flexible and take into account supporters’ needs and suggestions. Provide a survey or feedback form on your website to encourage supporters to let you know how you’re doing. You may gather valuable feedback that will allow you to course-correct your campaign and drive more votes on election day. 

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Your campaign website is one of the most valuable tools you have for reaching your community, sharing your platform, and encouraging action and involvement. Use this guide to ensure that your website has the essential elements it needs to drive results for your campaign.

Posted 
Sep 20, 2024
 in 
From the Field