Five Tips to Bring Voters to Your Campaign Website
You can have the most fabulous campaign website in the world but it’s only useful if voters are finding it. We have five tips that will build your campaign’s online strategy and help voters find your website.
1. Content Is King
It all starts with content. When you are writing your content for your campaign website, keep in mind that you are writing for two audiences: voters and search engines. Writing content geared toward voters should come naturally. You are inspired to run for office and it should be relatively easy to lay out your campaign platform.
But we suggest that you write your content in a manner that makes it easy for search engines to scan your content and understand what your website is all about. Consider writing your homepage and bio page in third person. If those pages talk about “Mary Smith for Congress”, it will be more likely your website is found when a voter searches for “Mary Smith for Congress”.
It’s also important that you write enough content. Don’t just write a paragraph or two. Make it more lengthy, at least 500 words per page. All things held equal, search engines prefer more content than less.
Learn more about how to write good content for your campaign website.
2. Don’t Forget to Blog
We just told you the importance of content and we’re not quite done on that point. Blogging serves two purposes. It keeps your campaign website fresh with new content (search engines like that) and it also informs voters that your campaign is alive and kicking. For blog ideas, we suggest posting campaign updates or press releases. Your campaign can write about recent endorsements, events or anything else that gives you the opportunity to keep voters informed of your campaign’s progress.
3. E-mail Marketing
A lot of campaigns will use e-mail marketing platforms such as MailChimp or Constant Contact to build distribution lists and send out mass communication. Make sure that these e-mails have consistent branding with your campaign website and also have links to your donation page, volunteer page, etc so that voters can easily navigate to your website to get involved and support your campaign.
4. Promote Your Campaign Website
Make sure you include your campaign website domain on all your marketing materials, including your e-mails, yard signs, print materials and any other campaign materials. It’s amazing how many campaigns forget to include their website address on their yard signs.
5. Internet Ads
Even on a limited budget of a few dollars per day you can run image-based ads on the Google Display Network and promote your campaign. When browsing websites, have you ever noticed the image ads that display on the website? Those can be set up for your campaign as well.
Last year, we managed the campaign ads for a county election and were able to get several thousand impressions (ad views) per day on a $20 daily budget. It wasn’t necessarily important that voters in the county click on the ads but that people see the ad and build recognition with the candidate. Learn more about our digital marketing for politicians.