Benchmarks for E.D. Websites

By Bob Ady
Ady International

Most economic development practitioners today would agree with me when I say that their website is their #1 marketing tool. People regularly ask me to look at their website and tell them what I think about it. Because I get asked that question so frequently, I partnered with a website development firm, Voltedge, Inc., to develop a scorecard specifically for evaluating E.D. websites.

For a flat fee, you can get a detailed, customized report that rates your website and provides you with actionable recommendations for improving your website.

Using this scorecard, I've evaluated dozens of E.D. websites on about 40 specific factors. Let me step back and share with you some of the most common areas for improvement that I see:

1. The most common shortcoming is not enough data. Site selectors are information sponges - we want data about the operating costs, operating conditions, and qualify of life factors in your community or region. This website is chock-full of pertinent data: www.cityofanderson.com.

2. Make it clear where you're located. Your header and your home page should identify where you are in your state, at a minimum, and spell out the name of your state. For some examples, see www.pickperry.com or www.miamicountyeda.com.

3. Maps, maps, and maps. There's almost no such thing as too many maps for a site selector audience. All three examples above also demonstrate good relational maps.

4. Make it easy to search sites & buildings. Whether you link to another system like a utility, Location One, LoopNet, or another provider, or create your own profiles, make it easy for us to find and search your properties. Better yet, give me a way to sign up for updates when a new property becomes available or when a major property is leased.

5. Don't assume everyone knows about your incentives or that you don't have anything to offer. Believe it or not, many websites I've assessed make no or little mention of local incentives or services provided by the local EDO.

At a minimum, list all of the state incentives available, local as-of-right incentives, and examples of other incentives that were developed to meet the needs of specific projects. And don't forget to talk about your team and how you can help speed the permitting process, coordinate discussions with utilities and landowners, etc.

6. Make it easy to read, with lots of bullets and white space.

How would your website rate using our E.D. website scorecard? In future issues, I'll share with you my picks for some of the best E.D. websites out there.