I looked at 400 Candidate websites and here is what I learned.

What Democrat Candidates need to fix

I spent the last week compiling a Democratic Candidate Directory with a couple of volunteers, and along the way, a few clear patterns emerged that are worth sharing.

Early voting is just over a month away. With 51 days until Primary Election Day, this is a critical moment for Democrats to pause, take stock, and make a few strategic improvements that could significantly strengthen our overall position. Many of these fixes are straightforward, achievable, and well within reach if candidates prioritize them now.

Websites

We currently have nearly 400 candidates running for statewide and federal office. At the moment, approximately one-quarter of them do not have campaign websites. In addition, some currently elected officials have allowed their campaign websites to expire.

Campaign infrastructure matters. A campaign website should be active, easy to find, and clearly separate from any official government or elected office resources. Using an official office email or website for campaign purposes is not appropriate and creates confusion for voters and donors.

I also noticed that many newer candidates are not using ActBlue and are instead relying on platforms like DonorBox, PayPal, or GoodChange. While these tools can serve specific purposes, ActBlue remains the standard for Democratic fundraising, but other platforms may take less of a cut than ActBlue. Things to consider have to do with integration into CRM’s, NGP/VAN or Ethics reporting.

Recommendations to Make Your Website Campaign-Ready

Every campaign website should include the following essentials:

• A clear and easy-to-find donation or contribution link

• An ActBlue link and page that includes campaign branding, written content, a graphic, and, if possible, a short video

• Core pages or sections:

  • About

  • Issues

  • Contact

  • Media

  • Social Media links
    (An Events page is a great addition if it can be kept current.)

Under Contact, be sure to include:

• A contact form

• Candidate email address in case someone doesn’t want to fill out the form (like a journalist)

• A mailing address for supporters who prefer to donate by check

• A Google Voice number or other campaign phone number

The Media section should include:

• Videos and media mentions

• A clear media contact with phone number and email

• Downloadable headshots and basic press information
  This makes it significantly easier for journalists to cover your campaign.

Every site should also include:

• A place for supporters to sign up for your email and text lists
  (Collecting emails and phone numbers now will be invaluable for fundraising and outreach later. We are talking about email fundraising and texting fundraising.

• A thorough check of all links to ensure they work correctly. To use Broken Link Checker here: ahrefs.com/broken-link-checker

• A test of contact forms and email submissions to confirm they are functioning properly

Social Media

Every social media profile should include a short, clear bio that answers three questions:

• Who you are

• What office you are running for

• Why you are running

Each bio should also link to a Linktree link. This creates consistency and allows you to update links in one place rather than across multiple platforms.

I encountered many social media accounts with little to no content. Even a single introductory post makes a difference. A short video introducing yourself does not need to be polished or perfect. Authentic and present is better than silent.

While many candidates are stepping away from X/Twitter, there is not yet a clear replacement. Based on current usage patterns, we recommend prioritizing:

• Facebook

• Instagram

• Threads

• Bluesky

Additional platforms that are helpful but optional include:

• TikTok

• YouTube

• Substack

• LinkedIn
  (LinkedIn is especially useful for candidates who are currently serving in office.)

Be sure to list all social media accounts on your website.

To save time, consider using tools like Buffer or Publer to post across platforms simultaneously. These tools are affordable, and some offer limited free plans.

Linktree Best Practices

If every candidate used Linktree, it would dramatically simplify communication and coordination. It is free, easy to set up, and highly effective. You can set up your Linktree to reflect your branding.

Recommended Linktree setup:

• Add all social media links

• Include contact information or email (Linktree provides a built-in form)

• In the main section at the top, include:

  • Website

  • Donation link

  • Store (if applicable)

  • Events

  • Volunteer information

• Use the Events section to list upcoming appearances or campaign events

• Add a Community section with:

  • Election information

  • County voter resources

  • County party information

These small but important steps help voters, volunteers, donors, and the media find what they need quickly—and they help all of us present a stronger, more coordinated Democratic slate.

It’s go time and let’s go out there and win!

Nancy Thompson