First off, determine if you need a separate camp website from your association (or parent entity) landing page for your camp. If you have a sizable amount of information to share and experiences to relate, then chances are that you should consider doing so.
Second, invest in meaningful, engaging content. Many times this is multimedia – photos and videos. Create an experience for your online visitors by spending time, money and even staff bandwidth in this area. It’s the power of telling your story! If you do, it will come back to you multiple times over.
Third, determine what information to present “inside” your site. Start with your sites mission – which is to say – the purpose your website serves and the people your website serves. Ask questions about what content serves those people best. From there, craft the site navigation. This way you have a website that “makes sense” because it answers users’ questions before they ask them. Doing your homework in this area … asking real people you know have used your website and camp services … will give you a giant advantage.
Lastly, watch the numbers! By numbers, I mean analytics. “You Cannot Manage What You Do Not Measure.” Be sure you’re working with someone who cares enough to keep an eye on the measurable. Don’t be afraid to get it wrong. You can always adjust, but only if you’re paying attention to what’s working and what is not when it comes to your online presence.