As an entrepreneur, you spend tons of time trying to generate interest in you and your business. You send out press releases, work your social connections and spend lots of time trying to drive interested traffic to your website.
But all of that work can be for naught if your website doesn’t have an effective Press page. Internet visitors are fickle beasts, even the journalists among them, and if they can’t find what they are looking for quickly, they are liable to move on.
The media-professionals visiting your site will usually be looking to bypass the sales and marketing sections and dial straight into the info that establishes you as an authority, or provides official concrete information on how to contact you, or who you are. In addition, if they are doing a story on you, journalists will need access to photos, bios and any other information they might need in order to complete and publish their work.
Clearly, having an effective Press page is an important part of any modern marketing strategy, so here are a few tips for making yours as useful as possible.
Location, Location, Location
It is of the utmost importance that your Press page be easily accessible. You don’t want people to have to dig for your info, so place the navigation link for your Press page in the top level of the main navigation of your site. Next to your About page would be a great spot.
Also, while it is important to have the Press area of your site on it’s own page, it can also be a really good move to include some small bits of info on your home page as well. Consider adding a small “As Seen On” section with the logos of media outlets that have already covered you. This will let journalists who land on your home page that you are already considered a good subject to cover, and establish you as an authority, both for the Press and for your regular site visitors.
Things To Include
There a number of elements most good Press pages include, and you’re going to want to make sure you have them too, if at all possible:
You probably already have a Contact page on your site, but even though it’s only a click away, it’s still important to put some contact information on your Press page. You don’t need all of it there, but if your company has designated someone to be the liaison to the press, then it is good to add that their phone number and email directly, even if it already exists on the contact page. If you have a large customer base, it is ok to add a disclaimer directing people who aren’t members of the press to your regular contact page.
These are especially important if you want to generate interest in the media in doing interviews with or profiles on members of your team, or if you want them to be used for expert opinions in stories not directly related to your business. Your bios should be written in the third person by a professional, and highlight any degrees, achievements, accolades or other items that establish your credibility, preferably towards the beginning of the bio.
If you’ve been generating and sending out press releases, it is a good idea to keep a list of and links to the most recent ones on your press page, in order from newest to oldest. Make sure they adhere to standard press release formatting.
If your aim is to get you or members of your team in front of a camera or microphone, then including examples of them doing just that can be very helpful. If someone looking at your press page can see that you will perform well in the situation they are considering you for, they will be much more likely to pull the trigger on using you. Don’t go overboard here, one or two examples of each will do.
Most media outlets will need good photography, of you, of your team and of your product. Make sure that beautifully shot, high resolution photographs of those things are readily available. If you don’t, journalists will either avoid you, or use photographs you haven’t specified, which may portray your business in a light you would rather avoid.
Downloadable Press Kit
Most of the information you would include in a Press Kit should also be on your Press page, but it can be really useful for journalists if they can take it with them in a nicely packaged format. Your Press Kit should be branded and nicely designed, with all the relevant info and photography we’ve just talked about. Feel free to include a little more in the kit than you would on the page, people who download your kit have already displayed an interest in you, so you can give them a little more to dig into there.
Make It Pretty. Pretty Simple.
It’s important that your Press page look good, but even more important is that it be easy to parse and navigate. Include the necessary info outlined above, but don’t cram it full of everything you have ever done. Pick and choose the items that represent you the best. One or two headshots will do, they don’t need every photo of you ever taken.
Make sure that the elements of your press page are given plenty of white-space around them, and room to breath. Leave out things that would normally be good for promotion or sales, but aren’t applicable to journalists. That opt-in that pops up offering a free download? That doesn’t need to show up on your Press page, and might actively discourage someone trying to get to the info they need.
Want a Press page that works? Contact the marketing gurus at Solamar, and we’ll make you something spiffy!