The 5 Most Common Economic Development Website Mistakes (and how to solve them)

Even the best organizations can fall victim to a website that underperforms. Whether your goal is to attract new business, support existing partners or drive workforce engagement, a clunky or outdated site can quietly undermine your efforts.

We’ve analyzed hundreds of economic development, talent attraction and tourism websites and helped fix just as many. Here are five common issues we frequently encounter, along with simple solutions to address them.

1. Confusing Navigation

The Problem: Visitors land on your site with a goal in mind. If your navigation is unclear or cluttered, they won’t find what they need, and they won’t stick around to try.

The Fix: Reorganize your navigation based on your audience’s top tasks. Use familiar language (“Data & Demographics” instead of “Research Hub”) and keep menus short and focused. A streamlined menu and smart dropdowns can increase conversions and decrease bounce rates.

Pro Tip: DCI’s Winning Strategies in Economic Development Marketing tells us exactly which key pages site selectors and corporate executives want to see on your website. Lean into the research and make sure the right information is accessible and easy to reach. 

2. Broken Links & Outdated Content

The Problem: A broken link or outdated PDF may not seem like a big deal, but it erodes trust. When a site looks neglected, users assume the organization is, too.

The Fix: Set a quarterly content check-in. Tools like Screaming Frog or SEMrush can help automate link audits. While you’re at it, check your news section. No one needs to see a “Coming Soon” post from three years ago.

Pro Tip: If you don’t have the time or team to manage regular updates, build a content calendar that prioritizes only your most critical pages.

3. Slow Load Times

The Problem: Slow websites lose users, especially mobile users. A delay of just one second can reduce conversions by 7% (according to Google research).

The Fix: Compress images, minimize third-party scripts, and work with your hosting provider to optimize performance. Not sure where to start? Try Google’s PageSpeed Insights for a free performance scan.

Pro Tip: Economic development sites often rely on large, beautiful images and videos, which can slow things down. Stick with high-impact visuals on your most important pages, and make sure your web team optimizes them behind the scenes so they don’t bog down the site.

4. Poor SEO Performance

The Problem: If your site doesn’t appear in search results, your audience won’t find you, no matter how great your offerings are.

The Fix: Ensure every page has a clear title tag, meta description, H1 heading, and alt text. Use keywords your audience actually searches for (e.g., “tech jobs in [region]” instead of just “opportunities”). Internal linking between pages also helps Google understand your site structure.

Pro Tip: Don’t stuff your site with buzzwords. Think like your user. What would they type into a search bar?

5. Weak Calls to Action (CTAs)

The Problem: Even with good content and a clear layout, your site can fall short if users aren’t guided toward a desired action. “Contact Us” isn’t always enough.

The Fix: Create CTAs tailored to each audience segment, like “Download a Cut Sheet,” “Submit an RFI,” or “Subscribe for Updates.” Place them in high-visibility areas, and don’t make people scroll endlessly to find the next step.

Pro Tip: Test different CTA placements to determine which one gets the most clicks. Even small tweaks, such as changing button text or placement, can have a significant impact.

If your website suffers from one (or all) of these issues, you’re not alone. Most of our clients come to us with similar problems, and leave with sites that actually work for their users.

Ready for a website that reflects who you are and where you’re going? Reach out to Website Director Shanleigh McStay at Shanleigh.McStay@aboutdci.com to chat.