Insider Tips on Creating a Publicity Friendly Retail Website

In the over 10 years I’ve had my public relations business, I have worked with many clients who have sold products through their websites. Their goal in getting media coverage is to get more traffic to their sites, as well as sales.  To achieve those goals, I have often asked clients to make changes to their websites, to make them publicity friendly. The changes I suggest are based on feedback from the media, as well as experience.

media website

Here are my three favorite insider tips:

Create a grammatically correct, professional looking home page with no spelling errors: When pitching the media, you must include a website where people can buy your products, and usually that website is yours. If the media has any interest in your pitch, they will generally take a look at your website to make sure it looks acceptable.  Acceptable means that the site, and mainly the home page, looks clean and polished and has no spelling and grammar errors.

Fact:  More than one media contact has told me that a website being pitched is not professional enough for them to consider sending their readers to it.

Provide clear, colorful, photographs:  As the media needs to see a visual of your product, your media pitches will also include a link to the products you are pitching, preferably on your website. The photo that the media contact sees should be clear and include all color options (color is important and often is a deciding factor when laying out products on a magazine page). This picture is the first, and sometimes the only, time (if samples aren’t requested) that the media will see a visual of your product.  Many editorial coverage decisions are made on that first impression.  Spend the money to get professional photos taken.

Delete mention of national media coverage of the product you are pitching on your press page:  While it’s exciting to you to list your national media coverage, the media isn’t so excited.  They want to be the first to cover products.  If someone else has done that already, it’s an instant turnoff.

These three tips will lead to media worthy, publicity friendly website . Here’s to more great publicity!

Media Photo via Shutterstock


Margie Zable Fisher Margie Zable Fisher is the President of Zable Fisher Public Relations, helping small businesses connect with clients and potential clients online and offline through Public Relations, Social Media and Marketing. She offers free, award-winning tips at Zable Fisher Public Relations.

3 Reactions
  1. So if you do get mentions from several outlets, are you suggesting to hold off putting it on the website until after you’ve done the PR outreach?

  2. Keeping your website professional is so key, an online presence is vital these days and you should put as much effort into that store front as your physical store front.