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The Importance of Having a Press Page
By Colette Mauzeralle Media Relations Coordinator
         
 

Press pages are hardly rare, though little seems to be spoken about them. In any situation, and certainly on a company web site, it is imperative to feature the selling points of your business. Letting the media glorify your greatness on your own Press page is a nearly effortless step toward furthering your business' name, because displaying valuable media exposure is, to say the least, one seriously enormous stepping stone for your company.

It is natural to want to share press releases, excellent reviews, or engaging stories with current and potential customers (and not doing so is akin to moving to a new state and yet failing to tell family members). Thinking of your site's visitors as your business'' family, it makes sense that increasing communication improves relations, fortifies customer bonds, and creates loyalty. Whether the Press page for your business is purely informational, meant to show off positive reviews and testimonies, or is simply created with the intent of garnering increased search engine traffic, staying in the competition is miles easier when your web site boasts this important feature.

Engage Site Visitors
The media that goes on your press page is, in some sense, free advertisement. It positively displays press releases, reviews, and stories that directly involve your business. Because a Press page is a collection of news stories, rather than advertisements, it is more likely to hold your viewers’ attention and persuade them to spend more time on your web site. With a little luck, interesting media coverage may even inspire readers to continue to additional areas of your site and, therefore, learn more about the advantages offered by your business.

Set Yourself Apart
Media tends to cover stories in a way that creates a unique angle; otherwise, all media would become extremely repetitive and quickly lose its mass appeal. Because of this practice, the coverage you gain through exposure in the media is likely to give your business a unique angle. It would make sense then, that in featuring a variety of coverage, visitors will likely form a well-shaped idea of what makes your business different. This sense of uniqueness works to set your business apart from the crowd and makes it all the more memorable when they need the services you offer.

Establish Credibility
Featuring a Press page on your web site is another way of building rapport for both your business and your web site. In the consumers' minds, positive media coverage tends to correlate positively with the likelihood that they will have a great experience with your business. The more positive press you present, the more likely it is that visitors to your site will feel confident in your business. They may begin to see you as an expert in your field, and will be more likely to come to you first when they develop a need for your services or products. This is because, in adding a Press page, you also added a sense of professionalism and credibility to your site and business.

Create Memorability
It is no surprise that media coverage is a powerful way to embed your business' name in the mind of your public. Take, for example, a restaurant that chooses to showcase reviews on its Press page; this strategic move allows site visitors to view other diners’ experiences and develop a stronger sense of the ambiance and quality of cuisine provided by the restaurant. One day, when the reader wishes to dine out, given the memorable reviews provided by the restaurant's web site, the chances of the restaurant popping up in their mind as a first choice are greatly increased.

Boost SEO
Press pages allow for a lot of name dropping. The additional material that is featured on your press page provides the opportunity to use more key terms on your web site, which can help to bring your business closer to the top of search engine results. Additionally, your business may begin to appear in overall search engine results with increased frequency. This attracts search engine traffic to your business’ web page, which is the virtual equivalent of having more customers walk through your door.

Ease of Access
It is a benefit to both company and consumer to be able to efficiently access media coverage directly from the business' own press page, rather than relying on sources that must be searched. To increase this ease of access, simplify site navigation by creating a clearly labeled tab or link reading “Press”. This lends no doubt to what type of information will be provided upon clicking the link. The easier it is to access your Press page, the more likely it is that it will be read. Be sure to keep media coverage in order, as most businesses will be best served by following a chronological format.

Although it is clear that maintaining a press page is beneficial to your business, there are many companies that have received press, yet opt not to publicize it to their advantage. In order to avoid being overlooked, keep an up-to-date Press page and watch as your company reaches closer to its potential.

Interested in creating a highly beneficial Press page for your web site? Contact Alternative Strategies today to see how our superior web design services can work for your business.