As a business owner, press is important. It equals credibility, experience, and knowledge. So if you’ve got any press, here’s how to maximize its impact on your website.
If you’ve had so much as a mention in a magazine, news publication, on a website/blog, or during a podcast – guess what? You’ve got press! Which is great. And as such, it’s important to add it to your website to give yourself that stamp of credibility you deserve. Read on to learn how to do it right.
“As Seen In” Logos
Have you ever noticed that sometimes on websites there’s a collection of logos the company or person has been “affiliated” with? See below for an example of this on the website of one of my clients, an interior designer. Typically this means they have had a mention or article written about them within each publication/website/podcast/etc. And you can do this too. It’s an instant stamp of credibility.
Download All Article Content
It’s always sad when a business owner gets a great article written about them in an online publication, only to lose it a few years later when the article is “retired” (taken down) and they never downloaded the content. Don’t let this happen to you! If ever you get any online press, don’t rely on always having that link to point people to. Download all the text and photos from the article so you have it for yourself. This way if the link ever does come down, you can put the content directly on your own site. The same goes for YouTube videos.
Links Are A Good Thing
Having said all of the above, links to external websites where your business is mentioned are great for SEO on your own website. So definitely include them on your website if you have them. The one caveat is that if/when those links no longer work, you don’t want it to hurt your SEO. Alleviate this by running a “broken link checker” on your website once a quarter (Broken Link Checker plugin is great for WordPress websites).
The Lowdown on Quotes
Getting a quote from a recognizable source is a big deal. If you ever do get one, definitely feature the quote in at least two places on your website: within your “about us” copy on your about page, as well as your homepage. Depending on the quote, you may not want to use the whole thing. Find the snippet that’s the most impressive (and that stands on its own out of context) and use just that so it packs a punch.
It’s Not Easy Being (Ever) Green
What do people mean when they talk about “evergreen” content? They’re talking about content that won’t “expire.” I mention this because if you do include a list of press on your website, it’s not a requirement to include the dates. So for example, if you have a great piece of press from 7 years ago, just leave out the date! Sure if someone wants to go looking they can find out when it came out, but you don’t need to share that information readily.
In my work on a new website with a recent client, one of the most gratifying parts of the project was taking the massive amount of press they had acquired over the years and bringing it to light. Whereas on their old website, the press was buried and displayed in a clunky way (so most likely not too many people noticed it), on the new website, it will look polished and totally impressive (as it should). If you have any press mentions or articles that you’re not taking advantage of, add it to your to-do list to get those press mentions onto your website and into the light of day.