About The AIAPrograms & Initiatives

You may want to establish a Web site for your group or advocacy effort. A well-done site implies professionalism and sophistication and can instantly create a positive image for your cause. It can trumpet your successes, rally support to conquer challenges, and recognize the efforts of your colleagues. A good site can become a valuable source of information for decision-makers, community leaders, concerned citizens, and others researching your issue.

How to Build Your Web Site
Many services offer free Web space, sometimes in conjunction with your paid Internet service, but be aware that free services often impose their own pop-up or banner ads on your pages. These services usually offer a page-building program that makes it easy to create your site. A slightly more expensive route is to buy your own domain name and set up the site yourself with a server. A good source for Web site building tools and tutorials is Lycos’ WebMonkey.

Creating a Web site requires some strategic decisions:
• What information will the site contain? Remember that anyone with Internet access can view the site, so do not post extremely sensitive information.
• Is the site easy to navigate? Can users find what they are looking for?
• Is information accurate and timely?
• How can the site most effectively communicate your message?
• Can the site be found through various Internet search engines?
• How will you let your supporters and other concerned citizens know that the site exists?

Messaging
When creating new content, focus on your primary message, which should remain consistent across all communication media you use (e.g., Internet, print, TV, radio). For example, explain the importance of attending a public planning commission hearing that will decide a critical zoning issue, and publish on your Web site the date, time, and issue information that supporters will need to participate. As that date nears, publish new, content on the site to emphasize the importance of the hearing, share new information, and urge your supporters to attend.

Remember to Update!
If you choose to have a Web site, you must update it regularly. If you create a site to advocate for a specific issue, once that issue is resolved, you should note the resolution clearly on the home page and state that you will no longer be updating the site after a specific date. The Web is littered with “dead” sites that can confuse or mislead people looking for reliable information about a topic—you don’t want your site to be one of them.

Build Your Network
Your site can also help you capture e-mail addresses, expanding your network of concerned citizens and potential allies. The site may have a sign-up page that asks for basic information such as name, postal address, and e-mail address, along with a clear explanation of how that information will be used and protected. Respect the privacy of those who give you their contact information—do not share it with others without consent, and do not use it for any purpose other than that requested.

Your Web site might also host a message board. Anyone can post to these boards, which are a great way to keep your supporters connected and sharing information.

To promote your site, mention it in all news coverage, any material you might print and hand out, and any meetings you attend or hold. Link to other sites that address the same concerns. Register with the major search engines, such as Google and Yahoo! to make sure that your site will come up whenever anyone searches for information on your topic.