We’ve heard the saying, “We live in a technological world, now.” Although some of us may hate that concept, it’s the truth, and we are not escaping it. Everyone has smartphones, laptops, mini tablets, big tablets, smart watches, etc. You get the idea; we have devices all around us.

Well, what are people doing with these devices? They are googling, looking up websites, checking emails, or playing games like Candy Crush. Everyone is plugged in, constantly. With everyone attached to their devices, marketing for all types of businesses and corporations have gone digital, including political campaigning. Political campaigns’ online presence, especially their websites, now strongly influence voter decision making. Since they target such a vast voter market, political campaigns are turning to the internet to persuade voters, and it’s working. Except, not all political websites have effective, impressionable websites–that’s where WE come in.

Political opponents are constantly neck and neck. They are practically elbowing each other back and forth like Olympic runners trying to pass each other. So, the question is: How can you pass your political opponent? How can you get that extra edge? We are here to help you.

“Ensure changes to the content and imagery communicate one strong message that is easily understood by voters.” – Mike Whitson, Chief Research Scientist | Discida.

Here are some basic “Must Haves” that will improve the effectiveness of your political website and will help you gain an edge on your opponent:

  1. State a clear, easy to understand hero message
  2. Use a hero image that relates to the hero message
  3. Relate your pictures back to the objective of your website
  4. Apply a text font color that contrasts with the images to increase readability
  5. “Refrain from using full-width banners unless you provide obvious indicators (breadcrumbs) that additional information is down the page” (Whitson, 2017)
  6. Provide proof of credibility
    • People don’t want fake news.
    • How is what you’re saying true compared to your opponents?
    • Giving opinions is great, but being too biased can cause readers to find you unreliable and noncredible.
  7. Make your website clear and concise
    • Don’t hide anything from the readers.
    • Gaining the reader’s trust will help gain interest in your campaign.
  8. Include positive stories and reasons why your specific political individual should be chosen rather than including negative anecdotes about the opponent
    • Too much negativity towards the opposing party can make it seem like you don’t have any information on how your individual is the ideal candidate.
    • It makes it seem like your only strategic tactic is to accuse the other party, which can come off as hateful and distasteful.
  9. Insert positive, happy looking pictures of your politician
    • People will associate the politician’s demeanor with their character.
  10. Create a large, readable Top Navigation bar
  11. Reveal a straightforward mission statement
  12. Communicate why your reader should care about your mission
    • What are your key goals to help Americans?
    • What can you do for the reader?
  13. Reveal how your political party can make America stronger and safer

Let us help you create an online presence that will influence voter decision making!

“Our capabilities at iTracking Research are vast, varying from customer satisfaction, new product development, new market identification, user experience, information architecture, and advertising effectiveness” – Sara Heineman, Consumer Insights Analyst | Discida


Whitson, D. M. (2017, January). Political Snapshot [PPT]. Cedar Falls, IA: iTracking Research, Inc.

Whitson, D. M. (2017, April). NRSC Snapshot [PPT]. Cedar Falls, IA: iTracking Research, Inc.


Also published on Medium.