Your website is not a utility, it is an extension of your community. And yet, many treat it like power or water, something that just needs to work.
If you’re a local or state marketeer reading this, hi, I’m Jen, and I’ll be calling you soon. Someone has to tell you that your tourism dollars are wasted if the people who need your website can’t use it.
Your website isn’t a static information dump. It’s a living, breathing digital front door, and if you’re not opening that door wide enough, people will move on to the next one.
Accessibility: The Welcome Mat You Can’t Forget
Accessibility isn’t a box to check. It’s your invitation to everyone, locals, visitors and future superfans, to participate. From color contrast and keyboard navigation to readable copy and screen reader compatibility, accessibility determines whether people can actually interact with what you’ve built.
Think of it this way: if your website were a visitor center, would you block the entrance with a stack of folding chairs? Didn’t think so. Yet an inaccessible design does exactly that, keeping people out.
An accessible site builds trust, broadens reach and quietly says we thought of you. That’s community in action.
Effective Search: The Tour Guide People Actually Like
Your users shouldn’t have to dig through endless menus to find what they came for. If your site’s search tool can’t deliver clear, relevant results, you’re basically sending them into the wilderness without a map.
Effective search isn’t just about function. It’s about respect. It says, “We get you. We know what you’re looking for.” Whether it’s trail conditions, permits or local eats, a good search experience feels intuitive and effortless.
And when it’s done right, visitors stop bouncing and start exploring. That’s when the real magic and conversion happens.
Custom Chatbot: Your Always-On Concierge
No one wants to wait for business hours to get answers. A well-built custom chatbot can greet users, guide them to the right information and make them feel seen in real time.
But not all bots are created equal. A great one speaks your brand’s language, friendly, human and helpful, not robotic or pushy. It anticipates needs, simplifies choices and handles the “where do I find…” questions so your team can focus on the big stuff.
A chatbot doesn’t replace connection. It enhances it. It’s your 24/7 community rep, polished, personable and perfectly on-brand.
Beware Cookie-Cutter Software
Working with software that specializes in government agencies often seems convenient. It promises compliance and templates, but here’s the catch: your website will start to look like all the others. You miss the opportunity to create custom features that actually serve your visitors and tell your unique story.
Even worse, support usually comes from somewhere far away. You don’t get direct access to the people who work on your site, and they may not live anywhere near the community you serve. A website should be built with local knowledge, insight and relationships in mind. That’s what creates a meaningful connection.
Okay. Cool, So What Now?
Your website isn’t a utility. It’s an experience. It should welcome, guide and connect whether someone’s planning their trip, finding their next adventure or just trying to figure out where the best tacos are.
So the next time someone says “we just need a website that works,” smile sweetly and remind them it’s not about working. It’s about working for everyone. Pick up the phone and call me, I’m happy to say it and even happier if we can help.
