After working on web design and PR projects, I noticed that a website is one of the most potent tools in PR, and both marketing areas are more linked than you think. A sleek-looking, informative website is powerful, but you must also adapt it to make SEO effective. Last year, I have been designing a website for a prominent figure in the finance and commodities industry. In this article, I will show you how the website became an effective tool in increasing media exposure and improving their branding.
The first action that a journalist will take to gather more information on an individual is to search for them on Google. Search engines are a goldmine of information, offering both positive and negative articles on your client. A well-optimized website can help promote the articles you want to appear on the first pages of Google. This can be achieved through:
Sharing content created by your client is essential, whether it’s articles, videos, or podcasts. A personal website for your client is the best platform to showcase this content. Hosting the content on your website or linking it to platforms like YouTube and social media will help improve your SEO ranking. Content creation not only boosts SEO but also increases the likelihood of appearing in search results.
Depending on your online exposure and website maintenance, your site can rank highly in search results in a matter of days to months. This depends on how well search engines pick up and rank your website. Meta descriptions with relevant keywords are critical for SEO success. Some suggested keywords include:
These keywords will differentiate your client from others with the same or similar names in the industry.
A website can also help optimize your client’s social media accounts and Wikipedia page. You can:
Use the website as a source for your client’s Wikipedia bio.
A website makes your client more accessible to the media and business opportunities. Although there are tools to find contact details easily (which we will cover in another article), it is essential to include contact information on the website. If you manage your client’s PR, add your contact information instead.
I recommend placing your client’s email and contact details in the footer of the website and adding a contact form. This can be on the “Contact Us” page if you have a multi-page website or at the bottom of a one-page site. Having up-to-date and easily accessible contact details will enhance your credibility and transparency. After creating the website for my client, I noticed a significant increase in media coverage and business opportunities.
A website also helps you understand who is interested in your client and where those visitors are coming from. Tools like Google Analytics provide extensive data about website visitors, helping you:
Data is critical for building an effective digital PR strategy, and website analytics offer a wealth of useful insights. You can continuously adapt and improve your PR efforts based on the analytics you gather from your website.
In conclusion, a website will vastly improve and boost your client’s branding. It gives your client online exposure and facilitates connections with industry players, helping you generate more media opportunities.
If you want to improve your online visibility, don’t hesitate to reach out. Let’s connect and create a strategy together!