When to Start a Campaign Website

When should a campaign website be started? The short answer is, as early as you can.

Have a primary to win? A website could make all the difference. Turnout for primaries is generally low. Two types of people vote in primary elections – dedicated supporters and those who take their voting privileges seriously. A website during the primary gives the impression that the candidate is in the race for the long haul. It can help influence those primary voters who seek out real information about the candidates. Once the primary is over, the site content can be switched over to focus on the general election.

Having a website early means that a candidate can start using that domain name in every piece of campaign literature right from the start. Having a central place where supporters can keep up with the candidate and refer others is important. The campaign website can start small and grow as the campaign progresses. Begin with some information about the candidate and some issue information. As the campaign heats up, additional information such as news, voting and volunteer information, etc., can be added.

Waiting until the last minute or following an opponent’s lead limits a site’s effectiveness. By waiting, you’ve lost an opportunity to influence the voters who had sought political information online. By starting late, you will have little time to promote your new website. Building out a campaign site in response to an opponent’s site can look to many as if you’re simply following the others’ lead. A ‘wanna-be’ site, if you will.

With Online Candidate, it costs less than a mailing to get a campaign website. Having a website created early will give the recipents of the first campaign mailing a destination to find out more about the candidate, how they can help, and where they can contribute to keep the campaign rolling to success on Election Day.

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