What to write on your “Issues” page (without losing people because it’s so boring 😴)

Apr 29

Most campaign websites lose voters on the “Issues” page, not because your ideas are bad, but because you’re saying too much, too vaguely, in a format no one wants to read.

Here’s how to write an Issues page that people actually skim, understand, and remember, without sounding like a white paper or a TED Talk.

1. Say Less. Mean More.

You do not need a full page for every position.
You do not need six sub-tabs.
You do not need to explain the history of zoning laws since 1973.

You need 3–5 clear positions that tell voters what you care about and how you’ll fight for it.

2. Use Voter Language, Not Policy Language

Your audience is not:

The city planner
The school board
Your college poli sci professor

Your audience is:

The parent with 4 minutes between pickups
The grocery store worker who can’t afford to move again
The 22-year-old wondering if any of this even matters

Write like you’re talking to them — because you are.

3. Start With This Prompt

“If I only had 30 seconds to tell someone what I stand for, here’s what I’d say.”

That’s your Issues page intro.

Then list the 3–5 things you care about most. Give each one a name, 1–2 sentences, and maybe a link to learn more (if you must).

Sample Structure:

Public Schools That Actually Work
I went to public school. My kid goes to public school. I believe every student should have safe buildings, good teachers, and a shot at college or a trade.

Affordable Housing That Doesn’t Take 10 Years to Approve
We can’t keep pushing working families out of our district. I support fast-track zoning reforms and stronger renter protections.

Reproductive Rights, No Apologies
What happens between a patient and their doctor is not the government’s business. I’ll fight to protect abortion access. Period.