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The top 5 campaign Web sites

In its most basic form, a campaign Web site is little more than a bare-bones, online biography of a political candidate and a description of his or her stances on the issues. Such rudimentary creations do little to inspire in this digital world of contemporary politics.

But at its best, a campaign Web site is so much more. It is a gateway into a candidate’s political persona, a gathering place for supporters, a strategic hub of electoral action, an embodiment of everything the campaign and the candidates represent.

During this exciting election cycle,  the Keystone State is home to both extremes, and plenty of examples that fall somewhere in between. There are campaign Web sites that bore, and then there are Web sites that capture the eye and move mouse clicks.

We at pa2010.com consulted with a multitude of political insiders and operatives on both sides of the aisle, asking your opinion on what works, and what doesn’t. Thanks to your input, we’re happy to present to you Pennsylvania’s top 5 campaign Web sites—as well as a few “dishonorable” mentions. One caveat: We take into account a candidate’s entire Web presence, not just the campaign homepage. An attractive front door counts for a lot, but a Web site that reflects, extends and enhances the political potency of a campaign is what really counts.

5. Sestak for Senate
It’s easy to navigate and easier on the eyes, and the rotating images at the top of the screen help hold one’s interest. The campaign has done a solid job of incorporating multimedia content and expanding its presence onto other related Web sites, such as it’s The Real Arlen Specter. Joe Sestak’s site would be higher on the list, but the Issues page is far too rudimentary and the social networking bars that run down the bottom parts of each side are a little clunky.

4. Meehan for Congress
The front-page graphics jump right out at you, and unlike some Web pages, the “Contribute” button isn’t totally in your face, but prominent enough that it’s easy to give this Republican some cash. The blog actually has some content, and the three-column system on the bottom works. It’s clean, but not so flashy that it looks like its trying to impress. Said one Democratic consultant: “The Keystone motif is clever, and the newspaper homepage layout on most sections is easy to read and navigate. Not the most interactive site, but a very easy to use one.” If only the inside pages weren’t so text-heavy.

3. Onorato for Governor
The home page for this Democrat is appealing in its somewhat simplistic design, not trying to accomplish anymore than it reasonably can. The flash at the top is clean and compelling, the drop-down menus are comprehensive. The Twitter feed is prominent ut not overwhelming. We could quibble with the typeface, but few candidates have coupled such detailed policy prescriptions with such an attractive Web site. Said one Republican operative: Powerful colors and imagery, a great use of photos.

2. Trivedi for Congress
When this Democrat came on the scene last in the fall, it was his dynamic Web site that made some party insiders take him seriously out of the gate. The dominant images are impossible to miss, the backdrop is elegant, and the campaign platform planks that run down the left side anchor the entire presentation well. We’d appreciate a “Donate” button that didn’t look like it was about to explode off the screen.

And the No. 1 campaign Web site in Pennsylvania is… Sam Rohrer for Governor
Picking and arranging four others for this list were tough, but when it came to choosing No. 1, there was simply no contest. More than any other candidate, this Republican has depended heavily on his campaign Web site to help build the kind of grassroots organization he needs to upset a better-funded, party-backed candidate.

It’s a tall task for a Web site. But in almost every way, Rohrer’s Web site lives up to its calling—and then some. As one Democrat put it: “Rohrer’s candidacy is based on an outsider-coolness ethos, and his site reflects that.”

The top nameplate is always changing, but not in a way that loses sight of the brand. The use of video is impeccable. And sure, the homepage might not be the prettiest one on this list. But Rohrer’s campaign has built out a cadre of related Web sites that serve various purposes. The Strategy Room is particularly impressive— more in its utility than its aesthetics— as a sub-site that has served a genuine purpose for the campaign’s organization. Dozens of Town Hall meetings with the candidate have been streamed over the site.

“This campaign in many ways has been an experiment, a hybrid between 1940s precinct organizing and new technology,” said senior strategist Jeff Coleman, whose firm Chuchill Strategies designed the site. “The question in our mind was if you gave organizers at the grassroots level the tools for spontaneous outreach on behalf of our candidate, could you challenge conventional wisdom?”

Rohrer might not win Tuesday, but his Web site wins out here big time.

“I hope it represents a trend in political campaigns, opening the doors up to the people, giving them the tools,” Coleman said. “It is a direct challenge to consultant-driven media buys. Whether it’s successful, we’ll find out around 9:30 on election night.”

DISHONORABLE MENTIONS… Daryl Metcalfe for Lieutenant Governor. The buttons near the top look like something we used to use back in the AOL dial-up days… Jonathan Saidel for Lieutenant Governor. Let’s just say that the Web site doesn’t live up to the effusive personality of its candidate.

May 17, 2010 at 6:20 pm

--pa2010.com Staff

Tags: Dan Onorato, Daryl Metcalfe, Joe Sestak, Jonathan Saidel, Lt. Gov., Manan Trivedi, PA-6, PA-7, Pat Meehan, Sam Rohrer

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