Community Economic Development Website Best Practices
While the task of creating, and maintaining a content-rich website, valued by your audiences may
be daunting, it is worth the effort. Economic Development organizations making the investment in
this effort are rewarded with a tool that works on their behalf 24/7, presents a first impression of
the community as a business destination and communicates clearly the benefit of growing in the
area. Community and economic development websites most valued by site selectors and
business decision makers have a few things in common.
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They understand their audiences and speak to them in their own language.
They are heavy on facts and light on filler.
They provide relevant data in formats that users can download and manipulate themselves.
They are fast, easy to find and easy to use.
They have the right content, organized in the in a way that makes sense.
They are current, visually attractive, and regularly updated
The organization contact information is clear and accessible. This means a HUMAN contact –
not a form or simply the organization’s address and phone number information.
In addition to the list of site specifics above, key points economic development professionals
should remember in building and maintaining their websites include:
1. Maintain Up-to-Date Data: Consider this a building block of developing the site. It isn’t good
enough to have accurate and relevant data when the site is built; it should be built in such a
way that the data in evergreen and where possible, auto-populates new data at scheduled
intervals.
2. Provide a Sites and Buildings (GIS) Database: The database should allow site selectors to
search, select and compare your sites along with relevant data, photos, and maps 24/7.
Communities whose websites do not offer this resource may find that they are being
deselected without ever having the opportunity to compete.
3. Understand and Promote Your Key Industries: It is important that you use your website to
make a case for the industry sectors your region’s assets and resources best support and for
whom your workforce is the best match. This case is them supported by the success stories of
your current employer base.
4. Know the Value of a Robust Newsroom: This is more than a repository for press releases.
The best economic development sites create a newsroom that is continually updated with news
stories; state, regional and local news that positively impacts the business climate and
companies’ ability to thrive. Some sites allow their social feed to auto-populate their
newsroom.
5. Designed for Ease of Use: Ensure your site is designed with the end user in mind.
• One to two click accessibility to most information and data.
• Clean, modern and fresh – intuitive in flow.
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Both mobile and tablet versions should load quickly and operate seamlessly via cellular or
wi-fi since users may access the website when in the field.
• Use photos, fast-loading videos, graphics, charts and easy-to-understand tables to present
your data and to best highlight the beauty and livability of your area.
• Show your workforce at work through photos and videos!
• Create engaging, strategic content. Develop four or five “cornerstone content” pieces
relevant to the main selling points about your area and look to develop a strategy that
updates this content on frequent basis.
• Also, understand and build your site to leverage search engine optimization (SEO) – and
if you don’t understand it, make certain that you web firm, ad agency or marketing
practice does! Writing content is a key aspect of SEO as it drives how Google reads the
website. Generating engaging original content not only helps SEO but also establishes
your organization as a trusted economic development voice.
6. TELL YOUR STORY! Every community, region or state has a unique story that speaks to
competitiveness for certain types of business, showcases the great people who live and work
in the area and highlights what an amazing place their community is to live. Tell that story!
• Anticipate what will be important to the end user. Highlight specific selling points that
demonstrate that your area offers a competitive advantage in such a way that draws
attention. For example, if steel is one of your industry targets, then highlight low cost of
power, etc.
• Bonus! Show how the community supports other non-location specific business growth as this
often influences the way that consultants and business clients consider the community’s
support for business growth across all strategies. For example:
o Creative Economy type businesses and entrepreneurs
o Support for innovation and business formation
o Tourism
What Site Selectors Want in a Website
VisionFirst has its opinions as to what constitutes the most effective economic development websites
– but don’t rely on our opinion alone. Numerous organizations have surveyed or solicited input
from site selectors to better understand the types of information they find most important. While
specific data and the way it is presented might vary, the following are constants:
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Labor market data – by the numbers and maps (Quantitative)
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Workforce information that DEMONSTRATES the type of workforce the company can
expect to work in their operation today, tomorrow and ten years from now
(Qualitative)
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Details on available land, sites and buildings
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Competitive factors – what makes the location / community / region a great place to
successfully operate a business?
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Major companies and employers in the region
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Major industries and sectors
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Utility and infrastructure capacity
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Education and training programs
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Incentive programs – at minimum, a basic understanding of how the community, region,
state can work with companies who look to site and grow in your area.
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Maps, maps & more maps (area, region, transportation routes, rail, water / port
access, other competitive features) For example: particularly in rural areas, include a
map that illustrates labor force and commuter data across multiple counties.
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Data that supports the area's competitiveness
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Target sector information and supporting data
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Testimonials from existing industry that speaks to an area's business climate and
support of business and industry
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Links to strategic partners in the region and state (University partnerships, Workforce
partners, Research & Development, Business and Industry Associations, etc.)
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Links to further data for those who want to dig deeper.
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Links to attractions, tourism information, activities unique to the area.
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Quality of life factors and features
Remember, your website is often your first opportunity to sell the benefits and features of your
community. Don't miss the opportunity to make a memorable impression and to demonstrate your
understanding of the economic development drivers of business decision makers and those who
advise them. Contact us today on how we can help you develop your best website.
Your VisionFirst Team
Southwood One
3800 Esplanade Way, Suite 195
Tallahassee, FL 32311
(850) 558-6910
941 Morse Boulevard, Suite 100
Winter Park, FL 32789
(407) 775-2960