Most businesses can benefit from having a press page on their websites. A press page—also called a media page or a news page—does more than provide journalists with logos, images, and bios for key employees. Done properly, it can be an incredibly valuable form of social proof that can enhance your brand and increase your revenue. It’s also a great place to tout achievements, such as your company’s mentions in prestigious publications.
Creating an effective press page is easier than you might think. Here are some suggestions to help you get started. Tweet This
To ensure your press page serves your company, you’ll want to include the following:
Too many businesses fail to capitalize on their media exposure. If someone at your company has been interviewed on television or radio, or your business has been featured in a magazine or newspaper article (including online media outlets), by all means, include those media mentions on your press page. You can use thumbnail images that show the titles of the articles or interviews, along with the names and logos of the media sources that published or aired them, provided of course that you have all necessary rights to do so. The images should have embedded links that connect to the articles or interviews (including links to videos posted on YouTube).
This kind of visual display lets people quickly browse the topics, but even if they don’t take the time to watch the videos or read the articles, they will probably still be impressed by the collection of names and logos they see. After all, name-dropping can work. Your association with those sources can go a long way toward establishing a sense of trust with the people who view your press page, which in turn will encourage them to move forward with whatever action has brought them to your site to begin with.
So, what if you don’t have any press mentions? Take the time to pursue them. Use any viable reason to contact the appropriate media sources and pitch your story, whether it’s about an event your company is holding or a milestone your business has recently achieved. Once you have a few mentions, it’s easier to get more. To help you get started, read this article from Kissmetrics with some suggestions.
Make an effort to get media mentions that link back to your website. They’re among the most valuable incoming links you can get. They can improve your search engine rankings immensely, and even if you have to pay for the right to display a clip or logo from a nationally recognized media source such as Forbes or CBS on your press page per their terms of service, the return on your investment over the long haul could be exponential.
An Abbreviated ‘About Us’ Section
If, like most business websites, your website is designed with an “About Us” page, there’s no need to go into a lot of detail about your company on the press page—but you should create an “Executive Summary” version to include here. Sift the highlights from the About Us page and weave them into a paragraph or two that gives a quick summary of your business. The goal is to make it easy for visitors to your site to find the information they seek. The less they have to jump back and forth from one page to another, the better.
Photos and Graphics
Be sure to include high-resolution versions of all pertinent artwork on your press page, such as your company’s logo, photos of your top executives, images of your products, and any relevant charts or graphical data. To prevent large files from creating page-loading problems, you can embed the high-resolution versions for download in clickable thumbnail images.
Including bios of the people who represent your business, along with their photos, can be critical. Many companies provide bios of key executives only, while others choose to feature more of their staff. You want to give an adequate representation, but be careful not to overwhelm your audience.
It’s a good idea to write the bios in a format that makes it easy for reporters and editors to “borrow” them for publication elsewhere. Members of the media might also use the bios on your press page to determine if there’s someone at your company they want to contact for an interview or expert opinion, so be sure to supply the appropriate credentials and professional achievements up front, instead of burying them in the middle or saving them for last.
Mention any media appearances your featured employees might have made in the past. You might also want to indicate whether they are available via video conference. Given the history and future of video phones, being able to provide remote video interviews will become increasingly important.
If the bios are lengthy, you can offer a “snapshot” of the bio on the main press page with an option to click through for more details. This helps people avoid having to scroll endlessly to find the information they want.
Include links to your company’s most recent press releases and provide an archive of past press releases in chronological order for easy navigation. It’s best to keep them in traditional press release format, and be sure to make them readable on mobile devices.
If your website has a separate blog section that is well-maintained with fresh, relevant content, consider including a sample of blog post titles on your press page with links that people can click on to access the full post.
You might have short videos about your business or demonstrations of your products or services. If so, include these (or a link to them) on your press page. Again, the objective is to offer easy access to members of the media and others who make it a point to visit this page.
Ideally, you’ll provide enough information on your press page so that people won’t need to contact you for more, but there still should be a specific person at your company who handles media inquiries. This person might be the CEO, the head of your marketing department, or the person in charge of your social media. Provide his or her name, email address, and direct phone number.
Providing a direct email address on your press page is better than creating a contact form for people to fill out. You don’t want to make it any harder than necessary to connect with your business.
Where To Put Your Press Page
It’s smart to make the media-centric portion of your website accessible from every page. The easiest and most visible way to do this is to include a separate tab for the press page in the main navigation section at the top, perhaps next to your About Us page. An alternative is to include a link in the navigation section in the footer. Whichever you choose, be sure visitors to your site can find it quickly.
While some websites require visitors to set up an account to access the media page, this can be a bad move. This page contains information you want disseminated, so why make people jump through hoops to get to it?
To recap the above suggestions, remember to take full advantage of any and all press mentions your business has garnered by including links to them on your press page, along with logos for the media sources. Also include links to video clips, recent press releases and your latest blog posts, if applicable. Provide high-resolution images of your business logo, products and other pertinent graphics, as well as professionally written bios of the executive team and other key employees. With those basics out of the way, you’ll have a press page that works around the clock to help build your brand, generate interest, and increase your income.
Photo Credit: cutieincowtown, Twenty20