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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.
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