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Why Municipal Websites Underperform: Part 4
By now, we’ve established a few things.
But even when a city gets those things mostly right, there’s another failure hiding in plain sight. It happens after the website actually works.
Here’s a scenario that plays out every day.
The website did what it was supposed to do. It generated interest. And then that interest disappears into an inbox.
Almost never does it get tracked, measured, or managed. That’s not a people problem. That’s a systems problem.
This is where the absence of a CRM becomes impossible to ignore. Without a CRM:
So every inquiry exists in isolation. Which means the organization never learns from its own demand.
This is usually the moment where resistance shows up.
“We’re not selling anything.” “We’re not a business.” “We don’t need a CRM.”
That framing misses the point.
A CRM isn’t about sales. It’s about continuity.
When there’s no system to hold that context, every conversation resets to zero. And zero is a terrible place to build momentum from.
Here’s the quiet cost of not having a CRM.
The knowledge leaves with them.
Who contacted the city last year? Which industries showed interest? Which developers went cold, and why? If the answer lives in personal inboxes or spreadsheets, the organization isn’t building capacity. It’s starting over repeatedly.
That’s not sustainable. And it’s not fair to the teams doing the work.
This is the line most municipalities haven’t crossed yet. Without a CRM, leadership can’t answer basic questions:
Which means the website is technically “working,” but strategically invisible. Interest is being generated, but not converted into insight. And insight is what drives smarter decisions.
Here’s where everything connects. When cities don’t have systems to track and act on interest, promotion starts to feel performative.
So organizations unconsciously lower ambition to match their systems. And the website becomes informational again. Safe. Static. Forgettable.
At this point in the series, a pattern should be clear.
These websites aren’t underperforming because of one bad decision. They’re underperforming because multiple small gaps reinforce each other.
In Part 5, we’ll tackle the most misunderstood piece of all: why so many municipal websites fail at the very thing they exist to do. Promote the city.
And why playing it safe is costing more than anyone wants to admit.
Ask yourself this honestly:
If someone reached out through your website six months ago, could your organization quickly see that history, understand the context, and follow up intelligently today?
If not, the website isn’t broken. It’s incomplete.
Part 5 looks at why municipal websites struggle with promotion, and how “neutral” messaging quietly works against growth.
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