Press Release New Website Template

In plain language: States whether the release is for immediate publication or embargoed until a specific date and time, and in which time zone.

Common mistake: Omitting the time zone on embargoed releases. Journalists in different regions interpret 9:00 AM differently, causing premature or staggered publication.

In plain language: A single active-voice sentence that communicates the core news — company name, what launched, and the primary benefit or differentiator — in under 12 words.

Common mistake: Writing a vague headline like 'Company Announces Website Update.' Editors receive hundreds of releases daily and discard any that do not state the specific news in the headline itself.

In plain language: A supporting line that adds a key secondary detail — a feature, a statistic, or the launch date — to reinforce the headline without repeating it.

Common mistake: Treating the subheadline as a second headline. It should complement, not restate, the main headline — redundancy wastes the reader's attention.

In plain language: Opens with city and date, then answers who, what, when, where, and why in two to three sentences using the inverted-pyramid structure.

Common mistake: Burying the core news in the second or third sentence. Journalists edit from the bottom up — if the news is not in the first sentence, it is likely cut.

In plain language: Two to three paragraphs expanding on the website's capabilities, the problem it solves, and any metrics or evidence that support the claim of improvement.

Common mistake: Filling body paragraphs with marketing superlatives like 'best-in-class' and 'revolutionary.' Journalists strip adjectives — every claim needs a specific fact or metric behind it.

In plain language: A one-to-two sentence attributed quote from a named executive — typically the CEO or CMO — that provides a human perspective on why the launch matters.

Common mistake: Writing a quote that could have been said by anyone, such as 'We are excited to share this news.' Effective quotes contain a specific claim, observation, or forward-looking statement unique to the speaker.

In plain language: A brief, direct sentence directing readers to visit the new website, explore a specific section, or sign up — followed by the full URL.

Common mistake: Listing the website URL only in the boilerplate and not in the body. Journalists frequently lift quotes and facts without the closing section, losing the link entirely.

In plain language: A standardized 3–5 sentence paragraph describing the company — its founding year, what it does, who it serves, and the company's main website — used at the bottom of every release.

Common mistake: Updating the boilerplate with launch-specific language. The boilerplate should be evergreen and reusable across all press releases — time-sensitive details belong in the body.

In plain language: Provides the full name, title, phone number, and email address of the person journalists should contact for interviews, additional information, or image assets.

Common mistake: Listing a generic info@ email address instead of a named contact. Journalists expect a real person they can call and will often skip releases that do not name a specific media contact.

In plain language: Three pound signs (###) or the word END centered below the final line, signaling to editors that no additional pages follow.

Common mistake: Omitting the end notation entirely. Without it, editors scanning a multi-page document cannot confirm they have received the complete release.

A press release for a new website is a formal written announcement a company sends to journalists, editors, and media distribution services to publicize the launch of a new or redesigned website. It follows a standard structure — headline, lead paragraph, body, executive quote, boilerplate, and media contact — designed to make it easy for journalists to quickly understand the news and decide whether to cover it.

Send it on the day of launch or under a short embargo ending at launch time. Avoid sending it weeks before the site is live — journalists who click the URL and find nothing will not return. For major redesigns or e-commerce launches, a 24-hour embargo to select media partners followed by a general distribution gives you the best chance of coordinated coverage.

One page — typically 400 to 500 words — is the accepted standard. A second page is acceptable only if the release includes a significant amount of supporting detail such as product specifications or executive bios. Editors receive hundreds of releases per week; anything longer than one page is unlikely to be read in full.

Legal review is advisable before distributing any press release that contains performance claims, comparative statements about competitors, customer data, financial metrics, or references to pending patents or regulatory approvals. A single inaccurate or unsubstantiated claim in a widely distributed press release can trigger defamation, false advertising, or securities-disclosure issues depending on your industry and jurisdiction.

The boilerplate is a standardized paragraph at the end of every press release that describes the company — founding year, what it does, who it serves, and the main website URL. It is used unchanged across all press releases so that every piece of coverage contains a consistent company description. Update it only when core company facts change, such as headquarters location, customer count, or product focus.

Wire services like PR Newswire, Business Wire, or GlobeNewswire are worth the cost for national or industry-wide launches where broad media pickup is the goal. For local business launches or niche B2B audiences, a targeted direct distribution to a curated media list of 30–50 relevant journalists typically produces better results at lower cost. Free services like PRLog or EIN Presswire provide SEO backlink value but minimal editorial pickup.

Yes, in a limited way. Press releases distributed via paid wire services generate indexed pages and backlinks from news aggregators. However, Google does not pass significant PageRank through press release wire links due to their volume and low editorial selectivity. The primary SEO benefit comes from genuine media pickup — when a journalist writes an original article that links to your new website, that editorial backlink carries meaningful authority.

The four most common reasons journalists discard releases are: a headline that does not state specific news, a lead paragraph that does not answer who, what, when, where, and why, claims that rely on superlatives with no supporting data, and a generic media contact with no named person. A release that clears all four of these hurdles has a substantially higher chance of generating coverage or at least a follow-up inquiry.

A press release is not a contract and is not binding in the way that an agreement or contract is. However, statements made in a press release can carry legal consequences — particularly for public companies subject to securities disclosure rules, companies making comparative claims about competitors, or businesses referencing unverified customer outcomes. Always have legal counsel review releases containing financial projections, regulatory claims, or competitive comparisons before distribution.