One of the best ways to get ideas for your site is to look at what your competitors are doing and how they are doing it. In light of that, we will be looking at four different campaign websites for Democrats running for national office this week and rating them on a 1-10 scale (1=poor; 10=excellent) based on the criteria listed below.

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Content
General: We want to know if the content is relevant to the targeted audience. The content must be thorough and engaging so visitors will be able to find the information they are searching for. Content must also not be allowed to become "stale" (i.e. outdated); consistently adding new content will entice visitors to return to a site. Additionally, websites should share content across multiple channels--written text, audio, and video--and enable users to easily share content with other people.

Questions for campaigns: Is there enough background information about the candidate? Does the website provide a range of issues and the candidate's position? Is there an indication that content is updated consistently? Is there a section devoted to news? Is there a blog? Is there variety in content type? Is content easily shareable?

Functionality
General: Every website has a purpose. The functions of the website must match the goals of the website, without unnecessary distraction. Although there is a temptation to add bells and whistles, only those online tools that advance the purposes of the website should be included.

Questions for campaigns: Does the website perform the typical goals of campaign sites? Does the site let supporters know how they can make contributions? Sign up on an e-mail list? Give information on how to volunteer or become involved? Does the site share information in an interesting way, and encourage users to share the content across social networking and media channels?

Ease of Use
General: People want information presented clearly; nobody likes to hunt around for hours looking for information. Websites should be easy to navigate with organized content, and consistent navigation tools.

Questions for campaigns: How are the candidates’ background information and opinions on topics organized? Are they easy to find? Are fonts large and clear enough to read? Is information presented in a way that is easy to read (i.e. headlines, bullet points, and lists) or are there only large chunks of text? Is the site navigation system intuitive enough for even a non-technical user?

Aesthetics
General: The website should give a professional impression, just like any office would. Designs should be up-to-date and current with web trends; no animated GIFs or other throwbacks to design of the early days of the internet. Overall, the website should make the subject seem legitimate and serious. (So good thing for Apple that their website still doesn’t look like this.)

Questions for campaigns: What is the user's first impression of the site? Is the design appear clean and professional? Do buttons and links look visually appealing? How is the image quality? Do images and other media add to the professionalism of the site?

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Check back this week as we compare four Democratic candidates to this standard. After all, it's always good to understand your competition.