When you SHOULDN’T send a press release
By Publicity Heaven writer Michael Barratt
Once you have written your killer press release and highlighted the relevant publications to distribute to, it is very hard to stop yourself from hitting the send button. But before you do, it is important that you consider where traffic will go once your release has been sent out.
Sending traffic to your website or a lead page is a must and the best way to do this is by referring to your business as your website URL – www.yourbusinessname.co.uk.
By doing this you are directing web traffic to your website and lead page; however, this can sometimes have a negative effect. There are a number of things that can put potential customers, clients and journalists off and you should hold your release back until these problems are ironed out.
So, what are these problems I here you ask. Well they are quite simple to repair and will certainly boost your chances of receiving quality coverage.
Make sure your website and lead page is live and looking good
Your website has to be up and running when you send the press release out, otherwise when journalists or clients visit your URL, they will be greeted with a placeholder message. Many journalists visit websites in order to get important information about your business.
Check content for mistakes
There is nothing worse on a website or lead page than numerous grammatical and spelling errors. This is a real put off for journalists and doesn’t bode well with potential customers looking to use you for your services or products. Grammatical errors and spelling mistakes can be the difference between you getting the coverage you want and being pushed to one side.
Ensure your website is aesthetically pleasing
Your website and lead page don’t have to be the most attractive but it is vital that it has some sort of appeal. Text running over the top of pictures and dull colours can really push people away. You may have the best press release, but a lead page that looks awful can change a journalist’s mind.
Structure is very important
When a journalist or client visits your website and lead page, they want to get the information they are looking for as quickly as possible without having to trawl through pages of waffle. Everything needs to be laid out clearly so that visitors are encouraged to take a specific action. A website that lacks clear structure can make it hard for people to stay interested.
Your website and lead pages need to be clear, professional, structured and informative. Before you send your killer press release out, consider where traffic will land and ensure it encourages visitors to take action.
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