More from DCI’s “Winning Strategies” Survey: EDO Websites

Often, an executive’s first contact with an economic development organization is through the organization’s website. Regarding the likelihood of visiting an economic development organization’s website during their next site location search, 64% of respondents indicated a “4” or “5” on a scale of 1 to 5, where 1 is “Low” and 5 is “High.” In 2005, 65% gave this rating, while in 2002, only 39% did.

Location advisors are much more likely to visit an economic development organization’s website than the corporate respondents. A follow-up question asked respondents to indicate which features are most important to the usefulness of an economic development organization’s website. Twelve features that are commonly included in the design of an economic development organization’s website were presented:

• Directory of available buildings & sites
• List of leading local employers
• Demographic information (e.g. population size, average income, age distribution)
• Information on local schools, including colleges and universities
• Information on available incentives
• News section that describes current developments
• Testimonials from local companies
• Photos/maps of the community
• Information on quality of life (e.g. residential neighborhoods/recreation options)
• Information about the community’s target industries
• Current comparisons to competitor locations (e.g. cost comparisons)
• Website sitemap

“Information on available incentives” was selected by 82% of respondents, “demographic information” by 73% and “directory of available buildings & sites” by 49%.

The ordering of these features has remained consistent over time. Executives did register a decrease in the importance of a “directory of available buildings & sites.” In 2005, 64% of the survey audience rated this as an important resource compared with 49% in the current survey.

Comparing the three subgroups shows that executives from large companies find demographic information most useful, while for midsize company executives and location advisors, information on available incentives is most useful.

Economic development organizations must recognize that their website will frequently be the first place location decision-makers go to learn more about their community. Keeping the website attractive and full of useful, up-to-date information may help gain a community a spot on a short list.

The full report can be viewed at DCI’s website here.