The New House Republican Web Strategy: Just Add BuzzFeed

Staffers at the National Republican Congressional Committee are finishing up a site redesign.

The new NRCC.org does away with all the typical features of a political website, emulating instead the style of BuzzFeed. "BuzzFeed's eating everyone's lunch," said NRCC spokesman Gerrit Lansing. "They're making people want to read and be cognizant of politics in a different way." The committee spent hours poring over BuzzFeed's site map and layout, studying how readers arrived at its landing pages and bounced from one article to the next. Unsurprisingly, a ton of traffic came from social media -- but a lot of it also seemed to come from the site's sidebar, said Lansing. So the NRCC's redesign includes a list of recent and popular posts.