Building a Press Page

Easiest Way to Get Talked About

Author

Nate Smoyer
February 08, 2024

This one is short and sweet, because it’s not a complicated topic.

You need a Press Page (often sooner than you think).

We’ll define a Press Page as a landing page on your website that easily provides all the information necessary for anyone to intelligently talk about your company.

The easier it is to talk about your company, the more people will do so.

If you have an About Page, this is half the battle. But you’ve got to go further if you want people to talk about you.

For example, I wanted to feature the logos of companies that have been on Tech Nest on my homepage. I can’t express to you how disappointed I was that I could not easily find high-res files to download for so many companies. And that’s also when I discovered so many companies are skipping the Press Page.

If you don’t feel you’re big enough for a Press Page, I understand that. But hear me when I say this:

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If you make it difficult for people to talk about you, they won’t talk about you. If you make it easy for people to talk about you, they’re more likely to talk about you.

There’s no need in beating a dead horse on this topic. Here’s a few Press Pages I think are pretty good. I’ll caption the ones I’ve had a hand in shaping in the past.

Example Press Pages

Let’s start with Avail. This page is largely unchanged from when I lead the initiative to build it late 2019/early 2020.

At the top of the page, we made it super obvious who to reach out to. Followed by a company overview. Telling the founding story and sharing about our co-founders was important. It’s an extension of the brand archetype “everyman brand.”

The page also serves to show you where Avail has been featured or mentioned with logos. The “Fast Facts” section is probably my favorite. Those are real numbers and most (if not all) are actually dynamic and update on a daily basis.

Finally we have partners and then recent news. Partners probably isn’t your standard logo feature section for a Press Page. But if you’re an early-stage startup looking to punch way above your weight, consider leveraging those logos when you can!

I oversaw the project to build this page.

Proof (formerly known as Notarize) - https://www.proof.com/about/press

Proof leads with the newsroom approach. They’re really good about landing in the news, so this makes a lot of sense. The articles linked under “Our news” is a combination of media links, press wire links, and Proof article links.

My favorite feature here is using the words from a TechCrunch article to validate Proof’s positioning. The large block quote is a creative, but also high-utility design element to this page. It reinforces what they want others to know and believe about the company.

Lastly, brand assets are clearly labeled and easily accessible. Making this page very helpful to anyone putting together a story or media mention.

You’ll notice similarities between the Obie and Avail page (can you guess why?). My teammate Grace Halla is the one who owned this project and took it over the finish line (she’s really talented with all things brand).

Starting off, you know exactly who to reach out to for press inquiries. You’ll notice the small note that only media inquiries will receive a response. You’ve got to protect your inboxes! That being said, if a customer did reach out, we’d respond. The next section gives you the whole media kit. Ideally, I do think it’s better to do Logos, Brand Assets (product shots, mockups), and Team Photos as separate tiles. But it’s OK to lump it all in one folder and have it broken down that way.

The Quick Facts section gives anyone ample talking points. You could never call Obie and write a complete story working from these facts. This is followed by investor logos. Don’t be afraid to show off who’s on your cap table. Sure someone could look it up on Pitchbook or Crunchbase, but this is about making it easier for people to talk about you.

* I oversaw the project to build this page.

Opendoor leads with the newsroom approach, followed by resources. The first section is articles and news they’ve written about the company, followed by features in other media pubs. I really like this, because if you can get people to feature or link to your news announcements (instead of PR Newswire announcements) you’ll be building your backlink profile and improving your SEO while earning media.

The final two sections on this page are media resources. Logos, company info, and brand assets—all of which help a journalist tie together a story about a company easily (as well as maintain brand consistency). And of course, they make it super easy to know who to email about stories.

One thing I do especially appreciate about Opendoor’s Press Page is the section just above the media assets with the headline “We power life’s progress, one move at a time.” It links to a help center, which isn’t the most common. But if you have a service that is frequently misunderstood or requires some explanation, this may not be a bad idea to consider.

I really like the navigation within this page. This is certainly a step up from most you’ll see that are still in startup phase. I wouldn’t argue features like this are necessary, but follow your heart—because this looks great and is easy to get what you need.

Other notable features include sample logos where Pacaso’s been featured in the media, recent press releases, and an email prominently featured so you know how to connect with someone about a story.

Nothing you haven’t seen on many of the other pages, but I do feel Pacaso strikes a very clean, simplistic, and beautiful design on this page. They give you everything you need, but you’re not overwhelmed with all news or 100 logos. The balance is beautiful.

One feature of Pacaso’s Press Page that is unique compared to the others featured here is the Subscribe tab. This is smart. This gives anyone looking to talk about you the opportunity to subscribe to news and updates from you.

Obviously, you can see there’s lots of variations of the Press Page. You can use this page for sharing brand assets and logos, highlighting your recent blogs, providing statistics about your business, boasting your partnerships, or just making it super easy to contact you.

Doing all or some of the above make it easier for anyone to talk about you. And when you make it easier to be talked about, you’ll get talked about more often.

If you want feedback on your Press Page, shoot me an email: [email protected]. No charge, but I’ll be honest. I’ll reply back with a video screen recording.

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