Your website is your front desk

In today’s digital world, a police department’s website is often the public’s first and most important impression of the agency. Yet many departments have not prioritized their online presence — and that’s a problem.

Mark Deitch, publisher of American Police Beat and CEO of 911MEDIA, a law enforcement–focused communications firm with over 40 years of experience, puts it bluntly: “Many agencies put more thought into their shoulder patches than their websites. But what good is your mission statement or a community policing philosophy if no one can find it or access your resources online?”

Many agencies and law enforcement associations still rely on free web platforms or use subpages on their city’s website. The result is often clunky navigation, outdated content or complete invisibility in search results. Others display “Under Construction” banners, sometimes for years, creating a frustrating and unprofessional experience for the public. Either way, “vital information such as how to file a complaint, request a report or access crime prevention programs is missing or buried,” Deitch says. “That kind of disconnect is not just inconvenient — it undermines trust. That sends a message: We’re not accessible. We’re not transparent. And we’re not current.”

This is particularly dangerous in an era where public perception can turn on a dime based on accessibility and communication — or the lack of it. “Community policing starts with access and information,” Deitch says. “If your community has to hunt just to find out how to contact your department or submit a public records request, you’ve already failed at transparency.” 

Police websites should function as dynamic tools for outreach, accountability and service.

What does a professional website actually do?

According to Deitch — whose company has created websites for agencies and associations of all sizes, including the National Fraternal Order of Police, Peace Officers Research Association of California, Sheriffs’ Relief Association of Los Angeles County and Hemet Police Department — there are five key goals of a modern law enforcement website.

Building public trust: A professional, easy-to-navigate site shows that the agency or association is organized, modern and serious about communication, giving the public confidence that it is accessible and accountable.

Improving communication: When people can easily find contact info, submit tips or read real-time updates, they’re less likely to rely on rumors or social media speculation. This reduces misinformation and reinforces the agency’s voice as the official source.

Showing community engagement: A site that highlights community programs, events and outreach efforts shows that the department or association values partnerships, not just enforcement. It humanizes the organization and helps break down barriers.

Reflecting professionalism: Visual design, tone and content all communicate professionalism. A sloppy or outdated site reflects poorly on the association or agency, while a well-maintained one shows pride in service and attention to detail.

Supporting member or citizen needs: For associations, a solid site strengthens internal cohesion by providing members with what they need: updates, contracts, benefits information and advocacy tools. For departments, it makes public services, like reporting crimes and filing police reports, more accessible. In short, a great website makes an organization more visible, responsive and trustworthy — three crucial elements in law enforcement’s relationship with the public.

Best practices for modern police websites

Police websites should help close the gap between departments and the people they serve — not widen it. They should function as dynamic tools for outreach, accountability and service. Here’s what that looks like.

Clear navigation: The best websites have clean layouts with intuitive menus. Top-level navigation tabs might include About the Department, Contact Us, Crime Prevention, Community Programs, File a Complaint or Commendation, Press Releases and Public Records. Avoid the “link dump” approach — pages overloaded with PDFs and little context. Instead, use structured content blocks with clear calls to action.

Mobile responsiveness: Over half of all web traffic now comes from smartphones or tablets. If your website is not mobile-friendly, you’re losing engagement. Responsive design ensures your site functions well on any device.

Regular updates and news feeds: A website that hasn’t been updated in months signals apathy or disorganization. Posting news releases, community alerts or officer highlights builds transparency and fosters a sense of connection.

Transparency tools: Modern websites should include easy access to department policies, complaint and commendation forms, public meeting agendas and performance metrics. Dashboards for use-of-force incidents, arrest demographics or strategic plans are becoming the gold standard.

Community-centered information: Departments should prominently feature programs such as Neighborhood Watch, youth outreach, ride-alongs and citizen academies. Including an events calendar and volunteer opportunities can help increase community involvement.

ADA accessibility: Your site must comply with ADA standards to ensure all users, including those with disabilities, can navigate it. This isn’t just a legal requirement — it’s another signal your organization is modern, transparent and committed to community service.

Bilingual or multilingual support: In diverse communities, providing critical information in multiple languages is not only inclusive but also practical for public safety.

“Your website is part of your reputation, just like your badge, your uniform or your press statements.”

Building a better website

Deitch says the key challenges he hears from clients are that they are understaffed and lack the time or skills needed for building and maintaining websites. That’s where 911MEDIA comes in. “We offer an award-winning outsourced PIO service that is more affordable than hiring full-time staff and more dependable than relying on volunteers,” he says, adding that one of the many services his team provides is regular content updates to keep websites current. 

With this kind of expert help, Deitch observes that law enforcement labor associations are “adapting their websites and communication strategies to be more strategic, digital-savvy and member-focused.” He highlights several key emerging trends implemented by 911MEDIA.

Member portals with real functionality: Secure, login-only areas that go beyond just posting PDFs — think contract search and history, grievance tracking, dues status and payments, and legal assistance request forms.

Advocacy: Public-facing sections dedicated to legislation tracking, stances on policy proposals and calls to action for contacting elected officials.

Proactive storytelling: Moving from reactive press releases to owned narratives like member spotlights, testimonials, behind-the-scenes work, highlighting legal victories and community involvement, using clean, visual layouts that humanize members.

Multiplatform integration: Tighter syncing with social media by using video clips and infographics from events or negotiations, embedding feeds and linking to related podcasts or newsletters.

More frequent and direct member communication: Shift toward email newsletters, SMS alerts and mobile apps for direct updates, with a focus on real-time updates on negotiations or administrative actions.

Legal resource libraries: Easy access to officer rights during internal investigations, case law relevant to labor protections and downloadable guides for dealing with administrative leave, discipline or media inquiries.

Data-driven engagement: Tracking what members or citizens click, open and interact with and using this information to improve communications strategy (e.g., timing emails, prioritizing hot issues).

Modernized visual branding: Labor associations are investing in brand consistency across web, print and social, and agencies should do the same. That means cleaner logos, simpler color schemes, strong typography, less of a “clip art cop” look and more of a professional, values-driven identity. Both labor associations and police agencies are getting smarter about control, clarity and connection to protect their members better, not just in the workplace, but in the public arena as well.

Takeaway tips

When asked if there’s anything else that law enforcement should know when it comes to websites, Deitch was quick to share his list.

Your website is your front desk. It is more than just a formality; it is how the public, media and members connect with you. Treat it like a critical part of your operations, not an afterthought.

Plain language matters. You are not writing for lawyers or insiders. Use plain, clear language. Your members and the public should be able to understand your services, rights and procedures without needing a decoder ring.

People are looking for help — not a history lesson. Most visitors want to do something: ask a question, read a statement, file a report, access a benefit. Prioritize function over fluff. Keep legacy info in the “About” section, not the home page.

Transparency does not mean weakness. Posting policies, complaints data or MOUs is not giving up leverage — it builds credibility. If you do not share it, someone else might … and not in your words.

You do not need flashy — you need functional. A clean, fast site beats one overloaded with animations or videos. Prioritize usability: clear menus, good search, fast loading and working forms.

Deitch also shares his responses to three misconceptions that frequently come up in his conversations with law enforcement groups across the nation.

“We don’t need to update it — no one uses it”: They do. Whether it is media, watchdogs or community members, people absolutely visit law enforcement websites, especially after an incident. If it is out of date, you are losing trust.

“Social media covers everything”: It doesn’t. Social platforms are fleeting. Your website is your permanent, controllable record. It is where your policies, stances and services should live.

“We’ll fix it later”: Later rarely comes. A solid website does not need to be fancy, but it needs to be current. If your most recent update is from 2020, that is a red flag to your audience.

A budget priority

A professional website should not be seen as a luxury; it’s a public safety investment. A full-service police agency needs four legs on its policing chair. Communications with 9-1-1, radio and dispatching calls for service form the first critical leg. Patrol and first response make up the second. The third involves the ability to investigate and bring cases to arrest and trial. Often overlooked is the fourth leg: crime prevention programming, community outreach, safety programs and a website, social media and press releases that connect the agency to the larger community. Without all four legs of the chair, you have a wobbly policing mess.

“Departments will spend tens of thousands on a drone or a mobile command post, but balk at spending a fraction of that on a professional website that could reach thousands of residents every day,” Deitch says.

Fortunately, many funding options exist. Some agencies tap into community foundations, state grants or even federal DOJ initiatives that support transparency and technological modernization. Local partnerships with colleges, tech firms or retired professionals can also yield creative and cost-effective results. And with increasing calls for transparency, some of that investment can be justified under community policing or reform initiatives.

The bottom line

Your website is your agency’s most visible and most accessed communication tool. It serves as your first impression and your platform for transparency. And it is open 24/7.

If your site does not reflect the professionalism, accountability and service you strive for in the real world, then it is time for a digital overhaul. Your community — and your officers — deserve nothing less. “Your website is part of your reputation, just like your badge, your uniform or your press statements. Make it work for you, not against you,” Deitch adds.

Deitch is offering APB readers a free consultation to help build or rebuild a website that works for their agency or association. Email him at markd@911media.com or call him at (818) 848-0707.