Your site is intended to allow citizens to make voting decisions based on issue positions and voting records and to encourage issue-oriented discussion and.
Citizens say they want more issue-focused campaigns.
This stands in contrast to the fact that in many post-election surveys, Pew finds that voters have tended to vote for a Presidential candidate precisely on those personal qualities. In a race where candidates spend very little time seriously addressing the issues, the voters end up so confused that they have no choice but to make a judgement based on personal qualities. This doesn't means that they don't care about issues, just that they don't really learn about candidate's stands on issues during an election. One important caveat to this argument is that I believe that citizens do make more issue-oriented decisions in state and local elections. Local issues just impact voters more directly than do national issues.