Launching a political campaign is one of the few moments you can fully control. The attention, momentum, and enthusiasm you generate at the start will set the tone for the months ahead – and you wont get a second chance at a first impression.
Unfortunately, too many candidates make preventable online mistakes before their campaign is even off the ground. These errors can be costly to fix and will undermine your ability to connect with voters from day one.
Here are the most common pitfalls – and how to avoid them.
A Logo That Falls Short
Most voters will never meet you in person, but they'll see your campaign logo everywhere – on social media, yard signs, ads, and mail pieces. If its not designed to work in all those contexts, its working against you.
Ask yourself:
- Is it clear and recognizable as a tiny profile image on social media?
- Is it legible from a distance on a yard sign or banner?
Your logo should be simple, scalable, and versatile enough to look good anywhere it appears.
A Campaign URL Thats Hard to Find
Your domain name is a core part of your brand. Whenever possible, secure YourName.com. If its taken, use your full name with a .com extension for better search visibility. Avoid creative but confusing spellings – they'll cost you traffic and recognition.
Launching with a Dark Website
If your site is invisible to search engines until launch day, you'll be hard to find when supporters look for you. Search indexing takes time – often days or weeks.
Before launch, put up a simple placeholder page with your name and campaign message so Google can find you. When its time to go live, swap in your full site without losing that early indexing.
Damaging Your Email Reputation Before You Start
Your sender reputation determines whether your emails land in inboxes or spam folders. Launching with a large blast to thousands of addresses can look like spam to email providers.
Instead, warm up your email list:
- Start with a few hundred recipients.
- Gradually increase sends over several days.
- Include clear calls-to-action so recipients engage – clicks and opens improve deliverability.
Overspending on a Website That Doesnt Convert
Early in a campaign, your sites job is simple: tell voters who you are, how they can help, and where to donate. Start with a streamlined version, then expand as the campaign grows. Too many candidates sink time and money into elaborate sites that don't drive action.
Missing Email & SMS Capture Opportunities
Every page on your site should have a way for supporters to join your email and text message lists. Without it, you're losing valuable chances to convert visitors into donors and volunteers.
Skipping Retargeting Setup
Even if you're not ready to run ads, install Facebook retargeting pixels before launch. They cost nothing to add and let you build an audience of site visitors for future ads. Retargeting is one of the most cost-effective ways to reach engaged supporters.
Fumbling the Donation Page
Your most enthusiastic supporters will be ready to donate on launch day – don't lose them to a broken or missing donation link. Test your page early, ensure it works on mobile, and keep the process as short as possible.
Producing a Launch Video with No Distribution Plan
A polished video is a powerful tool – but only if people see it. Too many campaigns spend thousands producing a cinematic launch video, then post it once on Facebook and call it a day.
When budgeting, reserve funds for paid promotion across Facebook, Instagram, YouTube, and other platforms where your voters spend time. The best video in the world wont move the needle if no one watches it.
Conclusion
Success on launch day isn't about having the fanciest tools – it's about removing the barriers that keep voters from finding you, hearing your message, and taking action. By addressing these online fundamentals early, you'll set your campaign up for the strong start it deserves.