Hyperlink to a "Call-to-Action" Landing Page

If a press release doesn't try to persuade readers to take action, then they are likely to move on to the next piece of news without further thought.

Instead, your press release should promote a landing page on your website that features further information and a prominent call-to-action. For instance, if you ask new website visitors to register, the landing page should offer something valuable in return. An enticing incentive might be a web seminar, participation in a discussion forum, an eBook, a screensaver, a membership card, or a tip-of-the-week. When a new user registers with your website, you get the opportunity to extend the relationship long enough to convert him from an interested visitor to a dedicated advocate.

As you write the press release, avoid using hyperlinks more frequently than once per 100 words. Each link should offer the opportunity to take a specific action, such as registering for a campaign newsletter, downloading talking points, or signing a petition. Avoid duplicate hyperlinks in a given press release, which could cause that release to be penalized by some news search engines for being too promotional or "spammy."

Wait to link to your homepage until the end of the press release, in the boilerplate section. Otherwise, website visitors referred by the press release may abandon your site before navigating to the desired landing page.