We took a close look at GOP.com today to see how they are countering WhiteHouse.gov, and have some free strategic advice for conservatives trying to rebound from Obamamania. Please, Republicans, blow up your web site and start over.
Here’s why. If your audience doesn’t know what to do, you fail. The point of any communication is to create a desired action. Direct mail: Respond. TV ad: Go buy our stuff. Newspaper report: Read and be enlightened. While Obama has been direct in his messaging (first, donate, now, support the economic recovery plan) the GOP.com site is all over the place. We count at least 18 calls to action:
1. Create a personal GOP profile!
2. Join the GOP Facebook group!
4. Join the Young Eagles!
5. Shop the GOP store.
6. Create a profile (redundant link).
7. Donate (redundant link).
8. Call talk radio.
9. Join GOP.
10. Register to vote.
11. Contribute (redundant link).
12. Path for (or to find?) elected officials.
13. Create MyGOP.
14. Get GOP stuff.
15. Make friends.
16. Visit the RNC’s Center for Republican Renewal.
17. Download the GOP search bar!
18. Check the event in January!
We imagine a future Rush Limbaugh hitting this site, desperate to get involved in restoring the Republicans to power … and falling asleep at his desk after 10 minutes of puzzling over what the hell to do.
For web strategy shops, we highly recommend you reach out to GOP.com and pitch them a redesign. The right is struggling and this bizarre communications approach is going to get them nowhere. It’s a good test for your own business, too. If someone visits your web site, could they find what they want in 2 seconds? And can they understand what action you want them to take?