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

Editor’s Note (2025):

As AI-driven, generative search increasingly shapes how investors, site selectors, and talent discover places, economic development websites play a new dual role: not just as destinations for users, but also as source material for AI engines that summarize and recommend locations. We’ve updated this article to reflect how clarity, structure, and authoritative content now influence visibility in an AI-driven search environment.

Even the best organizations can fall victim to underperforming websites. Whether your goal is to attract new business, support existing partners or drive workforce engagement, a clunky or outdated site can quietly undermine your efforts.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. Traditional metrics like bounce rates tell part of the story, but in an AI-driven search world, disorganized information also makes it harder for generative tools to accurately extract and cite your content.

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. When your site structure mirrors how users and AI systems think about information, both benefit.

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 ensure the right information is accessible and easy to find. Clear structure helps both human visitors and AI engines understand what you offer.

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 Broken Links & Outdated Content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A broken link or outdated PDF may not seem like a big deal, but it erodes trust.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. AI systems prioritize recent, functional content when sourcing information. Stale content signals low relevance, reducing your chances of being referenced in generative search results.

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. Fresh, accurate content signals credibility to both users and algorithms.

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. Consistent, small updates matter more than sporadic overhauls.

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). Speed also affects search rankings and AI crawlability. If your site is slow to load or resource-heavy, it’s less likely to be indexed by generative search tools.

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 down the site. 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. In an AI-driven search environment, SEO also determines whether your content is used as source material for generative tools. Pages with clear structure and plain-language headings are far more likely to be surfaced, even when users never click through to a traditional search result.

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 and helps AI engines map relationships between your content areas..

Pro Tip

Don’t stuff your site with buzzwords. Think like your user. What would they type into a search bar? Structure your content to answer those questions clearly and directly. This approach serves traditional SEO and the AI engines parsing your content for context and authority.

5. Weak Calls to Action (CTAs)

The Problem

Even with great 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. While AI-driven tools may extract your information without requiring a CTA, human decision-makers still need clear pathways to act.

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@old.aboutdci.com to chat.