What makes an effective
political website?
A qualitative approach

Overview
Most of the arguments for what makes a good political website are based on a quantitative
analysis
This approach takes the most popular websites, analyses their activities, and advocates them,
using the logic that these activities must have contributed to the success of the website
This presentation will attempt to present a framework for a qualitative measure of a good
political website
A qualitative assessment looks at the website from the prospective of the end user, asking the
question as to whether the user’s needs are provided for by the website in a most effective
manner
This approach looks how effective the website is as a tool, supporting an overall communication
strategy. It takes into account the political and organisational context of the website and party
Although hits are still important, the number of hits is secondary, a product of the quality of the
website

What is an effective
political website
An effective political website delivers useful information to all key
audiences
In order to asses this the party’s key audiences should be
defined and an assessment made of their needs
The website should deliver this information efficiently, by paying
attention to design, navigability and usability
An effective political website is also a resource for party activists to
help them to be more effective campaigners
The party website should be the voice of the party, giving the casual
visitor to the site a clear and immediate idea as to the values and
ideals of the party

Website key audiences
PARTY MEMBERS
Political party website
JOURNALISTS PUBLIC
ELECTED REPRESENTATIVES

Key audience
requirements
Party members Elected Representatives
Events calendar Detailed policy papers
Party news Information and updates on campaigns on a local and
national level
Organizational tools
Archive of party documents
Campaigning guides and training
Journalists
Public
Archive of press releases
Clear overview of party policy and values
Contact details for press office
Leadership profiles
High quality pictures and media
Commentary and information on specific issues
Archive of speeches
Ways to donate to and support the party
Contact information for the local party

Foundations
Every effective website needs to have firm structural and
technical foundations in order to deliver the information
efficiently
This means including technical details such as meta
data, in order to assist with search engine optimisation
Attention needs to be made to copy editing to ensure
that it is suitable for the web
Graphic design needs to assist the user to find
information

Examples
UNICREDIT GROUP PRESS
ROOM WITH A VARIETY OF
USEFUL INFORMATION
FOR JOURNALISTS
US DEMOCRATS, CLEAR
“MISSION STATEMENT”
ITALIA DEI VALORI, A USER
FRIENDLY DIRECTORY OF
LOCAL PARTIES

Timeliness
Timeliness is one of the most important features of an effective website
Online traffic is now driven by the news cycle
This means producing relevant content, anticipating news stories by paying
close attention to the political calendar
A frequently updated website will contribute to the perception of the website
as a useful asset by its key audiences
SEARCH VOLUME VS NEWS MENTIONS FOR MAJOR UK POLITICAL PARTY IN 2008

Thinking beyond the
party website
single
issue cause
websites
European
Supporter parliament
blogs member
websites
SOCIAL MEDIA
Political
online party regional
news website party
sources website
Member
Leaders of
website parliament
Local websites
Party
Websites

An integrated online
strategy
The website should be part of an integrated online
strategy that takes into account related websites and
social media sites
Content owners from related websites should be
included in the strategic planning process
Online assets need to be promoted using email and
offline media (i.e. leafletting) in order to encourage their
use
Social media and other online resources should be used
to support specific communications goals of the party

An example scheme for
online activity planning
Responsible
Objective Tool Activity party Goals
organisation
Youtube town hall
Contributing to the with party economic x number of
public debate on Youtube spokesman with HQ questions x number
economic policy user submitted of views
questions
Create local x % of each ward
Building links with community based connected to a local
Facebook Local councilors
local communities groups to facilitate party facebook
communication group
Make sure all party
websites have clear all party websites to
Promoting key party Party wide, central
Websites and consistent carry a clear policy
messages and goals lead
branding and message
messages