Want to make a website for your political campaign, but wondering where to start?
Today, the hub for every political organization is the candidate’s campaign website. The first presidential websites were launched in 1996. But it took almost two decades for local campaigns to take online campaigning mainstream. Today, all serious candidates and organizations have embraced the internet. It is a major source of donations and plays a large part in shaping voter’s opinions.
In this post, we will answer the common question of how to creating a political website. We will also work our way step-by-step through the process.
Table of Contents:
- Why Do You Need a Political Campaign Website?
- Should You Create a Campaign Website Yourself?
- Political Domain Names and Hosting
- Free Website Hosting – A Warning
- Designing Your Campaign Website
- Creating Effective Campaign Website Content
- Compelling Images and Graphics
- Search Engine Optimization
- Setting Up An Online Donation System
- Setting Up An Email List
- Tying It All Together
- After The Election – What Now?
- Conclusion
Why do you need a political campaign website?
A campaign website is the hub of a political candidate or organization’s digital presence. It serves as a primary and trusted location through which to process online donations and contributions. Campaigns will often use their website for candidate biographies, press releases, and statements on key issues. A website can also provide voters with information about where to cast their ballots as well as voter registration information.
Building a website is something you want to do early when you begin your political campaign.
A political campaign brands itself with its selection of colors, fonts and logos.
A great election website engages voters. It is easy to navigate, and acts as a powerful fundraising tool. Combined with a smart online strategy, it can make the difference between an election victory or loss.
Should you create a site yourself?
You are running for office. You are not in this to learn the ins and outs of web technology.
There are many articles online explaining how simple it is to put together a website. They will tell you to just register a domain name, set up a web host, install WordPress, choose and edit a theme, add plugins and configure security settings.
Simple, right?
Not really.
If you have never performed web development, you will probably find the process of configuring content management systems (CMS), editing a theme, and configuring the right plugins to be a daunting and time-consuming task.
Heck, even registering a domain name can be a confusing experience for some people. You need a domain name to have a stand-alone website.
Most of our clients do not have a lot of technical experience. Their skills are mostly limited to email and Microsoft Word. They don’t know the difference between a CMS and GUI.
Yes, an individual can follow the steps, register a domain, configure a system and and cobble together a site. But for a newbie, that’s going to hours and hours of time. Time that’s better spent on activities besides web development.
You can invest effort learning the technical aspects of website construction, maintenance and security. Or you spend your time working on your messaging, social media and online advertising.
You know, the things that help you win your election.
In this post, we will go through the process of creating a website for a political campaign. We will also explain how Online Candidate can help you through each step of the process.
Political domain names and hosting
Choosing the right domain name for your campaign requires some thought. Your domain name is your identity on the web. It also carries over to the real world as you use your domain name in your campaign brochures and materials.
Simple is best. If your name is John Smith, go with johnsmith.com or the name that will appear on the ballot. If your name is already registered, try a variation (eg. electjohnsmith.com or votejohnsmith.com). Your exact name within the domain boosts the chances that your site will rank for a search of your name.
- You can secure your own domain early, long before you create a campaign website.
- A domain name can be registered for one year or for multiple years. They are registered with a company called a registrar.
- You can check if a domain name is available or not through a registrar site by performing a ‘Whois’ search. If the name you want is available, then you can register it for yourself.
- Even if you are registering for an organization, you should try to get the .com in addition to the .org domain.
- You can register alternate domain names for different purposes and have them redirect to your main website.
Most registrars allow you the option of a ‘private’ registration. This prevents the registrant’s name, address, email address, and phone number from being found online. Private registration helps reduce spam and, increasingly, phone solicitations. This is an option worth considering if you value privacy.
A free .com domain name is included with each Online Candidate website order. You have a choice of domains, including .com, .org, .net and specialized domain extensions such as .republican and .democrat. The domain is registered in YOUR name so you are in control if want to transfer the domain or change ownership.
A warning about free website hosting
Although the price is attractive, going with a free website hosting company is not a good idea. You may be forced to display outside ads on your website. Server space and bandwidth will be limited. The web host may have little customer support, and they may close shop without warning.
Free website hosting often lists sites as a subdirectory or subdomain of the host’s own domain. That makes your domain something like “yourcampaignname/thehostname.com” or “thehostname.com/yourcampaignname.” You may not be able to use your own custom domain – unless you upgrade. And then your hosting isn’t free anymore.
In the meantime, any links you may have from news sites or social media point still point to the host website. That can cause confusing in branding going forward.
Locked-in domain names. It is often difficult – if not impossible – to move a domain name if registered through a free service. We know of two very large services that make it nearly impossible for non-technical people to transfer or move their domains. If you decide you want to host elsewhere, you may find that you are ‘stuck’ and unable to transfer the domain. Sometimes registering a new domain is the only solution.
Does the host include an SSL certificate? SSL (Secure Socket Layer) is the standard security technology for the web. An SSL certificate activates the “padlock” icon for a website in a browser’s address bar. It changes the URL to ‘https://”. This shows that the connection is encrypted for security. With the ever-increasing importance of online privacy, SSL is critical for all websites – particularly if it transacts online donations.
Online Candidate websites include hosting, email accounts and the security of SSL. Your hosting and content management system is automatically set up when you order. Your domain name is also registered in your name, so you have control over it going forward.
Designing your political campaign website
Political sites, especially in the United States, tend to have a certain ‘look’ to them. The color scheme tends to run along red, white and blue. An image of the candidate is often prominent in the header. Best practices include frequent calls for visitors to donate and lend support.
- The colors of your website should be consistent with your other campaign material.
- Political colors do not have to be limited to the traditional red and blue (in the US).
- Be sure the site colors and logo match your print materials.
- Consistency builds familiarity.
A responsive website renders well on desktop computers, mobile phones, and tablets. Mobile internet usage is now greater than desktop internet usage. A proper campaign website design must provide a great user-experience across different devices and screen sizes. Google considers responsive design as an industry best practice.
Using templates to make the design easier
Most website builders include a way for users to design their own website. For the most part, they are template-based. Campaign website templates are pre-designed elements that lays out the main structure of a web page (such as a header or footer). It makes web design a lot easier for designers. Templates or templating systems are generally tied in to a content management system (CMS). This allows users to add their own text content and images to create a campaign website.
Our Lite and Monthly Option website packages include a built-in template system. Choose from politically-inspired header graphics, color schemes, fonts and text sizes to create a unique look.
Custom political web design to get the look you want
For website to design to be considered customized, a site must incorporate a brand’s specific design requirements. For a political candidate or organization, a brand includes a graphic logo, a candidate photo, custom fonts and color elements. You can achieve a large amount of customization with a template. But a custom design requires a graphics program like Photoshop to create various site elements.
Online Candidate political websites includes a Custom Design. We design a website header with a campaign’s colors, logo, background and candidate head shot. We also modify the site colors, font and background for a professional look suitable for any political campaign.
Creating effective political website content
A great political website includes content to inform (and maybe even entertain) the voters:
- Home Page: Your home page should highlight who you are and what you are running for. In time, this page can be updated to include new developments or to shift focus from awareness to support gathering.
- Biography/Resume: Take your resume and work it into a short biography. Keep it short and bullet-pointed. Don’t just make it a list of your work or history in politics. Your bio should tell more than just whether you are qualified. It should also give reasons for voters to relate to you.
- Issues/Positions: This is where you lay out your positions and contrast them with your opponent. If you have a number of issues, you should split them into separate pages.
- Endorsements: Include organizations and direct quotes, where possible. Endorsement quotes should be added throughout your site.
- News/Updates: Often referred to as a ‘blog’, this part of the site can include announcements, links to news, and event coverage.
- Donation Page: This page can be used to accept online donations directly and/or tell people where they can send money.
- Volunteer Page: Include a form to gather information from those who want to help the campaign.
- Events Calendar: This can be set up as a list or a calendar of upcoming events.
- Voter Registration Information: Provide links to your state and county voting registration information.
- Contact Page: This page should include contact information, along with links to the campaign’s social media accounts.
- Privacy Policy: Most people don’t read “legalese”, but a good privacy policy helps build trust, particularly with potential donors. It’s best to be restrictive with your privacy policy and promise not to sell or share visitor information.
- Disclaimer: Most municipalities require a disclaimer as to who funded the site or campaign treasurer information. Links to privacy and other disclaimers are typically located in the site footer.
The most effective campaigns have websites that are well-written and checked for grammar and accuracy.
Use compelling images and graphics
Images and graphics can be just as important as your copy. Having photographs and images ready at the start makes the website creation process go smoother. Images of people and faces are more effective and attract user attention. If you are hiring a designer, they can make your images web-ready for desktop and mobile display.
Most graphics in their regular state (such as digital photographs) are too large for web pages. To get around this, the graphics must be optimized in order to reduce file size, but not its dimensions. This requires balancing the quality of a graphic with file-size savings.
Online Candidate websites include a built-in library of images to use within your content. Don’t have the time or inclination to set up your own content? The Initial Content Setup addon can be ordered if it is not included in your site package.
Search engine optimization for political candidates
For voters find your website through search engines, your site needs to be optimized. Search engine optimization (SEO) is the process of improving non-paid (organic) rankings to drive visitor traffic.
The text in your pages is very important. Put important keywords in your text. Use them in text headings to break up your content. A ‘keyword’ includes the candidate’s name and location.
Link out to your social media accounts. And then link back to your site from those social accounts and from any other sites or profiles you control.
Consistency builds relevance for search engines.
While you are writing your site content, meta tag information is very important.
- The title tag or specifies the title of a web page. The title tag should be a concise description of a page’s content. Title tags are displayed on search engines as the clickable headline for a given result. They also appear as the title in web browsers.
- The description meta tag is a short snippet of 180 to 200 characters. Search engines often use a web page’s description meta tag as the description for search results. This is a descriptive sentence or two that describes the page.
With some optimization and links from outside sources, your site should rank well for relevant searches. Times vary, but it can take anywhere from a few days to a few weeks to see your website appear in search engine results.
Social media is an important component for modern campaigns. Facebook and Twitter are the most popular social platforms. Link out to your social media accounts and encourage others to follow. As mentioned above, be sure to link back to your website from your accounts as well.
When a voter searches for your name, you want your website to come up. Ideally, you want to own most of the search results. These results can include your social media profiles and content that you helped create long before you made a run for office.
Laying the foundation for your online campaign should begin early. That’s one of the reasons why we offer 12-month hosting packages. The sooner you can get started, the better. Our clients have access to exclusive online resources through OnlineCandidateResources.com.
Setting up an effective online donation system
Online fundraising is a powerful tool to bring in campaign donations. Without it, you are at a serious disadvantage. Accepting funds online can help you target a wider audience and tap into a greater quantity of small donations. People who hesitate to write a check (and who writes checks anymore?) are often more inclined to click and contribute online.
If you decide to pursue online donations, establish your payment system early. To accept online contributions, you will need a campaign bank account and verification of your organization’s non-profit status.
Accepting online donations carries associated costs. Services charge transaction fees (typically between 3 – 5%) that are deducted off the top of any payment. Look for services that do not charge setup or recurring fees and allow you to accept money from multiple online channels.
Recurring contributions can be set up so donors can keep giving until Election Day. These features can lead to more money raised for your campaign.
Regardless of how you raise funds, your campaign must follow the law. You will need to collect certain donor information. There will also be a legal limit on individual contributions. You should also note on your donation pages that political contributions are not tax-deductible.
Online Candidate websites can tie in with PayPal, Raise The Money, ActBlue, Anedot, or whatever fundraising service you choose.
Related: Comparing Political Donation Platforms – Our Recommendations
Setting up an email list to reach voters and supporters
The most effective way to get a quality email list is to build one yourself. You should start this as early as possible. Initial addresses can come from personal contacts, event signups, or through donation and volunteer forms (with a checkbox for ‘add to email list’). If you can, try to match individuals to the campaign issues that are most important to them. The more detailed information you have, the more you can personalize your messaging.
A range of email messaging services exist – from free, simple, and unsophisticated systems to more costly, complex systems that allow for sophisticated user tracking and segmenting. For smaller campaigns, a free or low-cost solution like MailChimp might be enough. For lists with a large number of subscribers, a paid or higher-end option may be necessary.
Tip: When using an email signup form, don’t ask for too much information. A name, email address, and maybe a zip code is all you should require. Asking for more information will result in fewer signups.
Save time and get your email campaign started the right way. We can set up and configure your Mailchimp account so you can concentrate on your campaign.
Tying the elements together
A website should not stand alone. Effective political candidates take advantage of all that the web has to offer. With a website, a donation system and an email marketing setup, you have all the basics covered.
Integrate your social media feeds into your site to keep it up to date and fresh. For Online Candidate sites, it’s a matter of adding a few links and deciding where to place your social media feeds.
Set up analytics to track your website traffic. Google Analytics is simple to set up and free. Analytics shows how many people are visiting your site, how they get there, and what they are doing on the site.
Before your site goes live, proofread all your site content (and have a few others proofread, too). Make sure all the forms on your website work properly. Test your email signup form and sign yourself up to receive updates.
After the election – what now?
After the election, you should post a final update. Win or lose, you should thank your friends and supporters for their help – they deserve it.
If you have a domain name that is year-based (electsmith2020.com), you should keep the website up for a few months, or until the end of your hosting period. Your site may still get traffic from those interested in the election outcome. If you have a name that is position or name-based (jonesforsupervisor.com or joejones.com), consider the long-term benefits of keeping the site active until your next campaign.
Conclusion
Setting up an online presence for your political campaign may seem like an enormous task, but it can be easier than you think. You don’t need to become a web developer in the process, either. We’ve been in the political website business for over 15 years. Our platform has been refined over the years. It’s designed to be used by the least technical person.
Hundreds of politicians and elected officials use Online Candidate every election cycle. We provide campaign website packages and political marketing services.
We hope that we can help you, too!
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