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The Importance of City Website Design for Economic Development

The Importance of City Website Design for Economic Development

by Rickey Hayes (Retail Attractions, LLC)

 

If you’re reading this, chances are your city is looking to grow by increasing sales tax revenue through economic development. One way to grow your tax base is by recruiting retail development. One of the key components of successful recruitment is your city’s website. Most companies will start their retail site selection research on the internet, and each project will have its own set of unique parameters. It is not enough that your city meets these requirements. For your city to be selected as a possible location, you have to sell your city. Get the information out there and let the potential investors know what you have to offer. Your city’s website will more than likely be your first chance to make a good impression on the potential developer or investor. If your website is out of date or lacking in information critical to investors, your website presents an unorganized city that is not prepared to support growth. Progressive cities are recognizing the need to aggressively market themselves and create economic greenhouses in preparation for growth.

One of the most critical pieces of information for a city’s website is current demographics for your city and trade area. If your city has a unique trade area or unique demographics, site selectors need to be made aware of this information. Take this opportunity to showcase what your city has to offer. If incentives are available to potential developers, your website should provide information on these incentives especially if they are unique to your community. With so many cities competing for the same development projects, your city has to be aggressive in marketing its potential.

The organization and presentation of your city’s information is another key element in making your city attractive to potential developers. Information should be easy to find, up-to-date and thorough. Your website should convey that your city is ready and willing to work with developers on any issue that may arise. Each department should have their own page with direct contact information, and pertinent documents such as permits and standards should be clearly posted. This is your chance to show potential investors that your city is organized and ready to help make their development project a success.

Lastly, let’s discuss the most commonly overlooked element in municipal web design, search engine optimization (SEO). A website that has been optimized for search engine accessibility has content that is highly searchable and easily indexed. Having an optimized website is important when an investor is searching for information on potential sites. Optimizing your cities website will ensure investors find your official city website and the most relevant information when searching for details about your city.

To find out more about website design for your city, contact Retail Attractions.

Rickey Hayes is the principal of Retail Attractions, LLC, a firm dedicated to helping cities and developers successfully find retail sites, close deals and improve the quality of life for our client cities.
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A Primer on Retail Development for Cities

More and more cities and communities are realizing that growing their retail base wisely is an integral part of any balanced and long-term economic development strategy. Not every city can support extensive retail; overbuilding in some categories and areas has contributed to today’s economic woes in the retail sector. However, many areas are still significantly underretailed and opportunities exist for both savvy cities and smart retailers.

Since fewer retailers are moving in this challenging environment, competition for those new projects and locations is fierce. How can a city help get its name on the expansion list? Here are some tips we’ve found to be effective as we help cities recruit new businesses:

  1. Believe in and utilize public/private partnerships. Cities can assemble land, provide needed public infrastructure and ensue the development process is as pain-free and efficient as possible. Now is the time for innovate approaches to incentives and improving internal processes.
  2. Know your city/sites well, from a development perspective. What would make them attractive (or not) to a particular retailer? Does the site fit the retailer’s criteria?
  3. Get your demographic house in order. Using the numbers from the last census is NOT providing current, actionable information for the site selection process. Numbers generated via internal studies (not independently verifiable) are also not helpful. Use a reputable source for solid demographics based on a reasonable trade area.
  4. Understand the development process from the development side. Knowing how to work with site selectors, brokers, developers, leasing agents and retailers is crucial to ensure a smooth process and positive outcome.
  5. Craft a marketing position and use it. If your city logo/motto reflects 150 years of history but not where you’re headed, or what new residents or businesses can expect in the future, you’ve missed an opportunity to shine. If your city web site looks like an internal project, you’ve missed another one. Cities selling themselves need the same tools as other companies with products to sell… good logo, solid identity, good product information, great marketing vehicles to share it all.
  6. Own your own economic development efforts. Chambers of Commerce, industrial development authorities, and other quasi-governmental bodies cannot “pull the trigger” on projects, yet the decision-making process and the ability to get things done in a consistent manner is an integral part of economic growth and development.

It’s not easy to get noticed by national retailers and other site selectors, but using these tips will help your community put its best foot forward and increase the chances you’ll get a shot at new business expansions or developments.

Rickey Hayes is the principal of Retail Attractions, LLC, a firm dedicated to helping cities and developers successfully find retail sites, close deals and improve the quality of life for our client cities.Mandy Vavrinak is the principal of Crossroads Communications, LLC, a firm dedicated to effectively marketing places and spaces and specializing in working with retailers and cities. They’ve successfully partnered on a number of projects, attracting more than 6 million square feet of retail to the right locations over the past 6 years.
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