Why Your Website is the Cornerstone of Your PR Strategy (2023)

Understanding the Importance of Digital Presence

A company's website is the cornerstone of a public relations (PR) strategy as this is where people go to learn about a company, their products and services, and values.

Having a website is essential in building a strong online presence and needs to be well-designed, user-friendly, and optimized for search engines. A website that's not optimized for search engines won't show up in search results.

Key Takeaways

  • A company's website is the cornerstone of its PR strategy.
  • Building a strong online presence is essential for success.
  • A well-designed, user-friendly, and optimized website is key to engaging customers and generating leads.

The Importance of a Website in PR Strategy

Your website is often the first point of contact for many potential customers, investors, and partners. This is where people will go to learn more about the brand, sometimes begin their trust journey, and discover more about the company.

A professional-looking, modern website makes a positive first impression, establish credibility, increase brand awareness, and act as a lead generator.

Building a Strong Online Presence

A website is a digital storefront that can showcase your products or services to potential customers. A well-designed website can help build trust and credibility with visitors and increase the chances of converting them into paying customers.

Another important aspect of building a strong online presence is branding. A strong brand can help businesses stand out in a crowded marketplace and differentiate themselves from their competitors.

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Website as a Tool for Reputation Management

A company's website is an essential tool for reputation management and often the first point of contact for people who want to know more about the company. Therefore, it is crucial to ensure that the website accurately reflects the company's values, mission, and brand.

Another way to use a website for reputation management is to provide transparency and open communication. Companies can use their website to address any negative reviews or feedback, and to show that they are actively working to address any issues. This can help build trust and show that the company is committed to providing excellent customer service.

The Role of Digital and Content Marketing

A website is the cornerstone of a company's digital presence, and it is the hub of all digital marketing and content marketing efforts.

Content marketing plays a crucial role in driving traffic to a website. By creating informative and engaging content, a company can attract potential customers to its website and establish itself as a thought leader in its industry.

Digital marketing, on the other hand, is all about reaching the right audience at the right time. By leveraging digital channels such as social media, search engines, and email marketing, a company can target its ideal customers and drive traffic to its website.

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SEO and Website Optimization

Search engine optimization (SEO) is the practice of optimizing a website to rank higher in search engine results pages (SERPs). This is done by making changes to the website's content and structure to make it easier for search engines to crawl and understand.

When it comes to PR, a well-optimized website can help improve a company's credibility and authority. A website that is easy to navigate and provides valuable information can help establish a company as an industry leader.

To optimize a website for SEO and user experience, there are several best practices to follow, these include:

  • Conducting keyword research to identify relevant keywords to target
  • Optimizing website content with relevant keywords
  • Ensuring the website has a clear structure
  • Making sure the website is mobile-friendly and loads quickly
  • Including internal and external links to relevant content
  • Regularly updating the website with fresh content

[Over at Eight PR, we use keyword search to uncover potential article topics for thought leadership campagns, and technologies to understand what people are asking about a subject online in real time. This enables clients to write about current topics for blog posts to give them a competitive edge.]

Engaging Customers and Generating Leads

A website plays a vital role in engaging customers and generating leads. With the right content and design, a website can be an effective tool to attract and retain customers, build brand awareness, and ultimately drive sales.

Analytics and Website Performance

A website that loads quickly and provides a seamless user experience is more likely to attract and retain visitors. Slow-loading pages, broken links, and other website issues can drive visitors away and hurt a brand's reputation.

Effective Call to Action

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Ideally, a call to action has to be on every page and in a prominant position on the landing page. A call to action might be a phone number, email, or a form to fill and submit.

Custom Website Design and Development

Website builder software and website creation tools can be useful for creating a website, (we use Strikingly because it's easy to create, launch and update a website with no-coding skills required).

Responsive website design is another important aspect of custom website design and development. This means making the website easy to read on desktop, mobile and tablet devices.

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Website Usability and Accessibility

To ensure that your website is both usable and accessible, consider the following tips:

  • Use clear and concise language that is easy to understand
  • Organize content in a logical and intuitive manner
  • Use headings and subheadings to break up text
  • Provide alternative text for images and captions for videos
  • Ensure that the website is compatible with assistive technologies such as screen readers
  • Test the website with users of varying abilities to identify and address any accessibility issues

Designing a Landing Page

Here are some best practices to consider when designing a landing page:

  • Keep the design simple and consistent with your brand's look and feel.
  • Use a clear and concise headline that communicates the value proposition of your offer.
  • Include a compelling image or video to capture the visitor's attention.
  • Keep the form fields to a minimum to avoid overwhelming the visitor.

Frequently Asked Questions

1. How does having a website benefit my PR strategy?

A website is an essential component of a successful PR strategy because it provides a platform for businesses to showcase their products or services, communicate their values, and establish a brand identity.

2. What role does a website play in a successful PR campaign?

A website plays a crucial role in a successful PR campaign by providing a central location for all of the information related to the campaign.

3. Can a website improve my digital PR efforts?

Yes, a website can significantly improve digital PR efforts by hosting content that can be shared on social media, helping to increase brand visibility and reach.

4. Why is a website considered a cornerstone of a comprehensive PR strategy?

A website is considered a cornerstone of a comprehensive PR strategy because it provides a home base for all of a company's PR efforts. A website serves as a central location for all of the information related to a company's brand, products or services, and PR campaigns.

5. How can a website help build brand credibility and authority?

A website can help build brand credibility and authority by providing a platform for businesses to showcase their expertise and thought leadership.


If you need help revitalising or designing your website, contact us at eight@eightpr.com.

Eight PR's team of seasoned PR professionals specialize in working with technology, financial services, and legal clients to help them stand out from the competition.

From media relations to content development, corporate reputation management to thought leadership programmes, and digital communications, we've got you covered. Our goal is simple: to empower your business with all things PR and help you succeed.