Campaign website content: what to put on each page

A voter who visits your campaign website wants three things fast: who you are, what you would do, and how to help or reach you. Everything on the site should serve one of those three needs. If a page or paragraph doesn't, cut it.

Below is a simple plan that works for county council, school board, city council and most county offices. Use it as a checklist, then make it sound like you.

Home page: the thirty-second answer

Many visitors will never click past your home page. Make sure it answers the basics on its own.

Your full name as it will appear on the ballot.
The exact office and district or seat, such as "County Council, District 6."
The election date, and early voting dates if your area has them.
One warm, recent photo of you. Natural light and a real smile beat a stiff studio shot.
A one- or two-sentence reason you are running.
Two clear buttons: one to volunteer or sign up for updates, one to donate if you accept contributions.
Your "paid for by" notice, usually in the footer, if your state requires one.

Keep it calm and uncluttered. Large type and strong contrast help everyone, especially older voters reading on a phone.

About page: your story, briefly

This is where voters decide whether they trust you. Write it in your own voice, in the first or third person, and keep it to about 300 to 500 words.

Good about pages usually cover:

How long you have lived in the community, and where.
Your work, service and volunteer life, in plain terms.
Your family, if you are comfortable sharing. A sentence is enough.
A short moment that explains why you care about this office.

Also write a shorter 100- to 150-word version. Reporters, forum hosts and voter guides will ask for it, and having it ready saves a scramble.

Priorities page: three to five, tied to the job

Voters respect a candidate who understands what the office actually does. Before you write this page, read up on the job's real powers. Our guides on what county council members do and what school board members do can help.

For each priority, write a short heading and two or three paragraphs that answer:

What is the problem, in words a neighbor would use?
What would you do about it, within the office's authority?
How would people know it's working?

Avoid promising things the office can't deliver. A school board member can't change state testing law, and a county council member usually can't set a city's zoning. Saying "I will push for" or "I will ask the state delegation to" is honest when the decision belongs to someone else.

Events page: show you are out there

List upcoming meet-and-greets, forums, door-knocking days and debates, with the date, time, place and any accessibility notes. Remove past events or move them to a short "Where I've been" list with a photo or two.

An events page that is out of date sends the wrong signal. If no one on your team can keep it current, link to the place where you do post events reliably instead.

Get involved: make helping easy

Your volunteer form should be short. Name, email, phone, ZIP code and a few checkboxes are enough: knock doors, make calls, host a yard sign, host a gathering, help on Election Day. Every extra field means fewer sign-ups.

If you accept donations online, use a reputable processor and collect the donor details your state requires. Your state may require details such as a contributor's name and address, and sometimes more for larger gifts. Your state ethics commission or election office will have the list. Our guide to campaign recordkeeping basics explains why to capture this at the start, not later.

Contact page and the small print

Give a campaign email address, not your work or government one, and a phone number or form. Many campaigns also list a mailing address for checks, often a post office box.

The footer should hold your disclaimer if required, links to your social accounts, and a short privacy note if you collect any personal information. See "paid for by" disclaimer basics for wording patterns.

What to leave off

Government logos, seals or official photos you don't have the right to use. They can suggest an endorsement you don't have.
Anything made with public resources. If you hold a public job or office, keep campaign work off government computers, time and equipment. South Carolina's State Ethics Commission, for example, tells candidates not to use any government resources in a run for office. Your state likely has a similar rule.
Attacks you can't back up. Stick to your record and your plans.
Endorsements you haven't confirmed in writing. Ask before you list any person or group.
Photos of people who didn't agree to be featured, especially children.

Keep it current through Election Day

Assign one person to update the site weekly, and schedule a few changes in advance: a "How to vote" update when early voting opens, a final push the week before the election, and a thank-you message the day after. The site that looked fresh in spring should not look abandoned in October.

If you would rather have a professional build it, our sister company, CandidateLaunch, builds campaign websites for local candidates. Either way, the plan above is what a good site needs.

Common questions

How many pages does a local campaign website need?

Four to six is plenty for most local races: home, about, priorities, events, get involved and contact. A single well-organized page can work while you build the rest.

Should I list my positions on every issue?

No. Pick three to five priorities that match the real duties of the office and explain each one in plain language. Promising things the office can't do will cost you trust.

Can I use a photo of myself in military uniform?

Military guidance limits this. For example, a 2024 Marine Corps message says reserve members and retirees may use uniform photos only with a prominent disclaimer that no endorsement is implied, and not as the main image. Check your own branch's current guidance first.

Do I need a privacy policy?

If you collect names, emails or phone numbers, a short plain-language privacy note is a good practice. It tells supporters what you collect and how you use it. Some states or payment processors may have their own requirements.

Sources

Rules change. Always confirm with your own state and local election offices.