How to Create a High Impact Press Page and Why You Need One
We always say, PR your PR.
Press coverage builds credibility in your industry and with potential clients. So, you want to extract as much value out of these hits as possible.
Share your press wins on your social media and in your newsletter.
Feature them on your website with a highly visual press page that shows off what you’ve achieved. This is what we call High Impact Press Pages.
But how do I make one!? What’s a good example of a high impact press page? Can’t I just use a list of links or logos?
Don’t worry, we did the heavy lifting for you. We culled the best examples from brands and businesses across industrial design, furniture, interior design, home goods, and jewelry to show you exactly how to create a high impact press page.
The big takeaway—make your press page dynamic and image-based!
PLUS we’re thrilled to say every single example is from a business we’ve worked with!
PLUS, PLUS many of the businesses below secured dozens of top-tier media features on their own using our DIY PR tools.
1. Make your press page visual
We’ve seen so many static text-based press pages, our eyes just gloss over them. Our first piece of advice: make you press page visual.
Brands, creatives, and designers work in visual industries. The more visually compelling you can make your website the better.
If you’re getting press you likely have very high quality images of your work. Use those same great images on your press page.
Your press page is like a portfolio
Think of your press page as a summarized portfolio. It’s a great way to quickly showcase who you are and what you do.
If a potential client, partner, or editor goes to your press page there should be an immediate visual impact with:
— your media features
— images of your work
— bonus! your POV as a business owner
Press can make you a tastemaker
Beyond being visually compelling, this example, from one of our first one-on-one clients, has a few other great elements.
It includes the founder, Rozit Arditi’s, creative POV. Arditi Design is an NYC-based interior design studio. And it is clear from these press mentions that Rozit has a robust PR strategy and is a tastemaker in her industry.
Her POV? Rich colors and materiality are interior design essentials.
Rozit’s POV is reflected on her press page. Beyond built projects, many of the features include Rozit’s thoughts on design. Like, “There is no better way to revamp a kitchen than by adding a splash of color”.
They’ve also done a great job at formatting the quotes. Even if your press hits don’t include visuals, you can still make compelling, on-brand graphics for your press page.
And finally, Arditi Design’s page includes a simple reel of media quotes at the top of their press page to emphasize their expertise.
See Aedidt Design’s press page here.
2. Feature print articles
If you’re like a lot of the folks we work with, you do a jump for joy when you get a coveted feature in an actual physical magazine.
Often, when brands get a print feature, they simply include the cover of the magazine on their press page. But, more times than not, that cover won’t include an image of your actual work.
There’s a better way. Remember the mantra that your press page is a portfolio.
Notice how wallpaper designer Faye Bell has formatted magazine press here. She does include the cover, but she’s placed it under *the actual press* of her work, which was included inside the pages of the magazine.
She’s taken the time to compose each clipping and the results are really successful.
For Faye’s multiple-page spread in The House Romantic, she photographed the magazine open to her feature. This is another impactful way to showcase print press.
A DIY PR success story
psst- Faye does not have a full-time PR team. She’s gotten all this top-tier press herself. We know because Faye first went through our Tweak & Edit PR Review to ensure she was ready for successful media outreach.
After making a few strategic adjustments (with our advice!), Faye was ready to show her work to the media. But, like many businesses, Faye couldn’t afford the hefty price and commitment of retainer PR, which run 5-9k per month.
Instead, she signed up for our Custom Media List + Opportunities Kit. Good for a whole year of pitching, our ML+OK is 1/12th the cost of a year of retainer PR services. And Faye’s been securing top press for her business ever since.
Another example showcasing print features.
See Faye Bell’s press page here.
3. Be sure to capture the press
A continuation of our first two tips — and maybe the most important — is to show off the press.
We’ve seen a lot of press pages that are image-based but the names of the publications are teeny tiny and the reader can’t visualize how the project actually looked in the article where it was published.
You should get in the habit of making “clippings” of all the press you get (digital and print).
For print press you should be scanning the magazines or requesting PDF copies from the editor you worked with. For digital press you should be taking screenshots of the articles where your project is featured.
For a small-shop jewelry brand, SisterSister has gotten a big range of press types, including digital, print, a newsletter mention in theSkimm (which has 7 million readers!), and even a feature on the Today show.
The brands founder, Lisa, has taken the time to compose each press example so all the important elements are visible:
— The media outlet’s logo
— Title of the article
— Image of her featured product
— Text about the product
This way we see exactly:
— who featured their work (the publication)
— what was featured (the jewelry item)
— how it was featured (product photography)
— what was said about it (description)
BIG gift guide press wins
Like many of the examples you’re seeing. Lisa got all this press herself using the skills she learned in our lifetime-access holiday gift guide PR course.
As you can see on the left, many of the features are in gift guides. If you also run a product business, gift guides are THE BEST media opportunity of the year.
Here’s her DIY PR success story…
In 2023 Lisa, founder of brand SisterSister, got a gift guide placement in local publication Arlington Magazine, print and digital editions.
As a direct result of her gift guide outreach, in February 2024 Arlington Magazine reached out to her to do a full in-depth feature on SisterSister! This feature also appeared in both their digital and print editions.
That’s why we’re so enthusiastic about local publications. They are less competitive if you’re pitching for your first time. Plus, they have a dedicated local readership that likes to support local businesses.
Here's another super sleek example we love.
See SisterSister’s press page here.
4. Show off your work
Another way to create a strong press page that shows off your work: incorporate publication’s logos into images of your work.
Notice how rich and beautiful these images of Carmen Ellis’ pieces are. The publication’s brand is clear, but her work is the main show.
For this format to be successful, use the publication’s logo, which makes a much bigger impact than simply writing out “The New York Times”, for example.
Another former one-on-one client and member of our gift guide cohort, Carmen has secured these top-tier media features for herself without the expense of a retainer PR firm.
Media Center
A lot of folks ask us if they should include press kits, press releases, and high-res images on their press page or website. There isn’t one “right way”. Our advice depends on your goals.
However, if you do want to make this info easily available, Carmen’s Media Center, which is linked at the top of her press page is a good reference.
You should have a clear email address where an editor can reach you if they come across your site and want to be in touch. This should be in your website footer and on your contact page.
See Carmen’s press page here.
5. Showcase impressive and recent press
All press is good press. We’re not talking about celebs here, right.
Product round-ups, founder stories, business profiles, project features, TV-appearances, etc., all increase awareness for your brand while improving consumer trust. Press is a great form of social proof, after all.
Once you’ve started getting media features at a regular clip, you may notice that you want to showcase specific features on your press page.
If you’ve gotten a multi-page feature on a new home you just designed, you may want people to see that first.
Or if a widely-read blog does an in-depth story on your business and creative process, you may not want that to fall to the bottom of your page.
This press page from home goods brand Hygge & West is a great example of how to showcase a few extra-special press hits at the top before a grid layout of everything else.
Notice how they’ve composed a swatch of the featured wallpaper to make it more dynamic.
Press inquiries
We recommend including a “press inquires” section like Hygge & West’s on your press page.
This way if an editor comes across your press page, they can easily get in touch with you. And, of course, they know you’re looking to get more features!
A pattern-forward company
We helped Hygge & West elevate their brand and prepare for successful PR as they pivoted from a wallpaper company to a home goods brand.
See their big transformation here.
See Hygge & West’s press page here.
If you’re finding this helpful, we think you’ll get a lot out of our 5-Day Pitch the Media Mini Corse!
6. Include a compelling excerpt
Hello! This is us, Wolf Craft.
This tip is especially important for brands and businesses whose founders are also thought leaders, or striving to be thought leaders in a particular space.
For example, if you have a sustainable apparel business and you’ve been quoted on the environmental impact of the fashion business you’ll likely want to use a compelling excerpt from this feature on your press page. Remember the first example from Arditi Design? They also do a great job at this.
As we already mentioned, you want to think of your press page as a summarized portfolio, not necessarily just of your work but of your thought leadership, POV, and innovation as well.
For each clipping on our press page, we included a direct interview quote or something written by the editor that reinforced our expertise.
Show what you know
One of our areas of expertise is helping brands get their products featured in holiday gift guides. We’re so enthusiastic about this PR opportunity that we built a whole course about it!
Since we’re actively looking to work with more product brands, we pitch podcasts that talk to this group specifically.
There’s a tip here for you—your PR goals should align with your business growth goals.
Like…
If you run a wallpaper business that sells to the trade, you want to focus on getting features in publications that are most widely read by interior design professionals.
If you want to increase website traffic, because you’ve optimized your sales pages for conversions, you’ll want to focus on digital press in widely-read blogs.
If you want your goods sold in local retail shops, you’ll likely want to pitch local publications.
Ask for what you want
Remember, you should always use your website to ask for the opportunities you want. If you're looking for in-depth features about sustainable manufacturing and practices, for example, make sure this is a prominent element across your website including your press page.
At Wolf Craft, we’re always looking for opportunities to talk about PR strategy. And since this is a goal we’re actively pursuing, we’re putting it out there, right at the top!
Know a business podcast or opportunity we’d be a good fit for? Let us know- hello@wolf-craft.com
7. Curate your press page
Marion Cage designs and manufactures both bespoke architectural hardware and high-end jewelry. Although her pieces are related aesthetically, her customers—interior designers and consumers—and the media they read are quite different.
This is a common puzzle. Storytelling and brand continuity can be difficult when, like Marion, you sell different products or offer different services to distinct audiences. We helped her identify concrete ways to strike this balance.
Now, imagine Marion happened to be getting much more press for her jewelry. Her press page would indicate that she’s more focused on the jewelry side of her business, even if that isn’t the case. Again, the portfolio metaphor. To avoid this impression, she didn’t create a grid-like layout with every single media hit.
Instead, Marion’s press page is intentionally curated and minimal to support her multifaceted business.
Each of the three features she showcases one aspect of her business. The first talks about her having multifaceted work, the second is about her hardware, the third about her jewelry.
Finally, to reinforce that she is an established designer with a long history, the top of the page includes a scrolling banner of recognizable logos for the media outlets where she has been published.
See Marion Cage’s press page here.
8. Include industry awards
Like press, industry awards are another key way to legitimize your business, build awareness, and establish yourself as a leader in your field. They can be especially impactful if you’re looking for outside funding.
So, if you’ve earned any industry awards, including honorable mentions and shortlists, be sure you include them on your press page.
Getting industry awards isn’t easy, though. They require careful, strategic storytelling that clearly identifies how you and what you make stands out in your industry.
That’s where we come in!
We’re uber proud to say that we helped level get ready for and apply to the HIGHLY coveted FastCompany Most Innovative Design Companies Award way back in 2021.
One of only 10 companies selected, they appeared 3rd on the list! And we know this one award made a big impact on their business growth. Read about our work with level here.
Since 2021, level has gone on to win numerous awards. All featured on their press page.
A note about formatting awards
Not to beat the portfolio metaphor to death, but notice how level’s page works like a portfolio.
They didn’t just include the logo for the award, they carefully placed each award’s logo in the upper corner of an image of their actual work. We wouldn’t expect anything less from a top industrial design studio.
If you’ve been thinking about applying to awards in your industry but don’t know where to start, send us a note, we can likely help!
See level’s press page here.
9. Incorporate press into your news page
A lot of brands and companies wonder if the press page should be a stand alone element or if it can be incorporated into another page like a news page.
The answer is yes, it can be a part of a news page. Pair is a contract furniture manufacturer with a regular blog, press hits, and industry awards. They’ve incorporated press into their news page, which can easily be filtered with tags located at the top of the page.
We worked with Pair to better showcase their differentiators and range of design capabilities. This work helped them launch a product in the fastest turnaround time in their history.
They also leveraged the content we created to secure media coverage in top design and innovation publications, including an impressive feature in Fast Company and Design Milk.
Another news / press hybrid page we love.
See Pair’s press page here.
10. Keep it simple
A lot of advice we’ve already covered is here.
To summarize:
create standard clippings
showcase your work in each clipping
include each publication’s title & logo
keep the layout simple and clean
link to digital articles (in a new tab!)
We couldn’t help but share this final press page example from another former one-on-one client, textile designer extraordinaire tomma bloom.
See tomma bloom’s press page here.
Meet Wolf Craft
Hi, we’re Nora and Kirsten.
We help creative businesses (like yours!) build brand awareness through actionable PR and content strategies that resonate with potential clients and the media.
Nora has worked as a full time publicist for 16+ years. And she’s been running her boutique public relations shop, Wolf PR since 2011.
Kirsten is a strategist specializing in newsletters, Instagram, and websites. She helps clients develop and optimize their own digital platforms.
You can always reach us at hello@wolf-craft.com
