Economic development strategies at the county level focus on Creation, Attraction, Retention and Expansion (CARE) of businesses. For business attraction, it is essential that a county highlights the region’s quality of life and economic growth potential, the two salient evaluative criteria used for business location decisions. As a communication medium, a county’s website is effective in communicating key features of CARE execution, including business attraction evaluative criteria. Our research shows that many rural counties without dedicated economic developers direct site selection web traffic to related parties such as chambers of commerce and tourism departments. In those cases, counties should collaborate their branding efforts with these regional partners to exhibit visual marketing consistency.