You've decided to build a campaign website. Great. Now you're staring at a blank page wondering what to put on it. The temptation is to overthink this — to write a 20-page policy manifesto or hire a photographer for a three-hour shoot.
Don't. A campaign website for a local race needs to do exactly three things: establish who you are, explain what you stand for, and make it easy to reach you. Here's every element you need, and nothing you don't.
The Must-Haves
- A strong headline. Not your slogan — your value proposition. "Fighting for better roads in Springfield" beats "Together for Tomorrow" every time. Voters should instantly understand what you're about.
- A quality photo. Not a selfie, not a family portrait from 2015. A clear, well-lit headshot where you look approachable and confident. Ask a friend with a decent phone camera to take one outdoors in natural light. That's all you need.
- A brief bio. Three to four sentences about who you are. Where you live, what you do for work, your connection to the community. Write it in first person — "I've lived in Springfield for 15 years" — not third person. You're talking to your neighbors, not giving a press conference.
- Your platform. Three to five clear positions on local issues. Each one should be a sentence or two, not a paragraph. "I support expanding sidewalk access on Main Street" is better than a 500-word essay on pedestrian infrastructure.
- Contact information. An email address at minimum. A phone number if you're comfortable with it. A simple contact form if your site supports it. Voters need to be able to reach you.
- The basics. What office you're running for, when the election is, and where people can vote. Never assume voters know this.
The Nice-to-Haves
- An endorsements section. If respected community members have endorsed you, list them with their permission. Even three or four names from recognizable local figures add credibility.
- A "How to Help" section. Yard sign requests, volunteer sign-ups, donation links. If people want to support you, make it easy.
- Social media links. If you have a campaign Facebook page, link to it. But don't create accounts on platforms you won't maintain — an empty Twitter feed looks worse than no Twitter feed.
- A personal story. A paragraph about why you decided to run. Not the political answer — the real one. "I went to a school board meeting about my daughter's school and realized nobody was asking the right questions." That kind of honesty resonates.
What to Leave Out
Skip the jargon. "Fiscal responsibility" and "community engagement" mean nothing. Voters want to know what you'll actually do, not what you'll talk about doing.
Skip the autobiography. Nobody needs your full resume. Where you went to college and your job history from 2003 aren't relevant to whether you'd make a good township trustee. Keep the bio focused on your connection to the community and the office you're seeking.
Skip the attack language. Your website is about you, not your opponent. Voters looking at your site want to know what you'll do, not what someone else did wrong. Save the comparisons for debates.
Skip the stock photos. A photo of a random handshake or a sunrise over a field doesn't tell voters anything about you. Use real photos of your community, or just keep it clean with a solid design and your own headshot.
The 30-second test: Have someone who doesn't know you look at your website for 30 seconds, then close it. Ask them to tell you what you're running for, one thing you care about, and how to reach you. If they can't answer all three, simplify.
A Note About Photos
Your headshot is the most important visual element on your site. It doesn't need to be taken by a professional photographer, but it does need to be good. Here's what works:
- Outdoor, natural light (overcast days are actually best — no harsh shadows)
- Solid or simple background
- Shoulders up, looking at the camera
- Dressed the way voters would expect to see you — business casual for most local offices
- A genuine expression, not a forced smile
The whole shoot takes five minutes. Do it in the morning when light is soft, have someone take 20 shots, and pick the best one. Done.
Keep It Simple
The best campaign websites for local races are one page long. Everything a voter needs — your photo, your platform, your contact info — visible within a few scrolls. No menu navigation, no subpages, no complexity.
Voters spend 30 to 60 seconds on a campaign website. Make those seconds count by giving them exactly what they came for, presented clearly and professionally. Then get back to knocking doors.
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