PR agency website and online presence Checklist

PR agency website and online presence

Updated 12 March 2026

Your agency website is not a branding exercise — it's a sales tool and a reflection of your professional standards. For a music PR agency, your site must prove you understand the industry, showcase real results, and make it easy for labels, managers, and artists to hire you. The right online presence separates agencies that attract premium clients from those that chase every lead.

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Website Core Structure and Messaging

Define your agency positioning in a single statement
Critical
Write out exactly who you serve (e.g., 'independent hip-hop labels in the UK', 'emerging pop artists', 'electronic music exports') and what result you deliver. This clarity stops you building a generic music PR site and helps prospects self-select.
Create a homepage that answers 'Why hire us?' in 10 seconds
Critical
Lead with specific results, not mission statements. 'We secured 47 features in tier-one playlists for our clients last year' beats 'We believe in authentic storytelling.' Prospects should know your angle before scrolling.
Write clear, benefit-led service descriptions
Each service page should explain what the client gets, not what you do. Instead of 'Media relations', write 'We pitch to BBC Radio 1, NME, and Pitchfork editors on your behalf — and we have the relationships that get responses.'
Include a strong call-to-action on every key page
Critical
Make it easy for prospects to take the next step — whether that's booking a call, requesting a proposal, or filling out a brief. Bury your contact details and you've wasted the traffic.
Ensure mobile responsiveness and fast load times
A significant portion of music industry professionals browse on mobile. Test your site on actual devices and optimise images. A slow site costs you clients before they even read your copy.

Portfolio and Case Studies

Feature 4–6 detailed case studies, not just a client list
Critical
Show the brief, your strategy, and the measurable outcome. 'We got a new artist 3 million Spotify streams and a Guardian feature' is infinitely more persuasive than listing that name among 20 others.
Use real metrics (streams, coverage, playlist placements, chart positions)
Critical
Vague language like 'drove engagement' or 'elevated the profile' tells prospects nothing. Get permission from clients to use specific numbers, dates, and publications. If you can't prove it, don't claim it.
Show work across different genres and career stages
If you only feature established artists or one genre, you'll repel prospects outside that category. Include examples with emerging acts, established acts, and different genres if you actually work across them.
Update case studies and remove outdated work annually
Critical
A case study from 2019 makes your agency look inactive. Refresh examples yearly and retire old ones. If you have nothing new to add this year, that's a signal to re-evaluate your client work.
Include high-quality cover art, playlists, or article screenshots
A case study with the actual Guardian headline, playlist cover, or chart screenshot is far more credible than text alone. Use proper licensing and permissions.
Link case studies to real outcomes where possible
If you can link to the Spotify playlist, the published article, or the chart position, do it. This removes doubt and proves the work is real.

Team Page and Credibility Building

Publish full team bios with genuine credentials and contacts
Critical
Include name, role, experience summary, and professional email. Clients want to know who will actually handle their account. A bio like 'Jamie — 8 years in music PR, previously at [Label/Agency], specialises in indie rock' builds confidence.
Add professional headshots for every team member
A team page without faces looks impersonal and unfinished. Headshots should be recent, consistent in style, and professional — not selfies or decade-old images.
Highlight specific media contacts and relationships each person has
Critical
If a team member has direct relationships with BBC Radio 1 producers, NME journalists, or playlist curators, mention it. Prospects hire for relationships, not generic experience.
Display relevant industry experience and past roles
Show where team members worked before (other agencies, labels, media outlets). This builds authority. Hide inexperience with vague job titles.
Create a 'meet the team' video or profile format option
A short video introduction (30 seconds per person) adds personality and makes you memorable. This works particularly well if you can show team members in their actual working environment.

Client Lists and Testimonials

Display a clear client list (with permission from each client)
Critical
A list of recognisable artist or label names builds instant credibility. If you cannot name-drop, ask clients for permission — it's worth asking. If they say no, respect it but prioritise clients who'll go public.
Request and publish testimonials from current clients
Critical
Generic testimonials are useless. Ask clients to specify what you actually did for them: 'They got us three BBC Radio 1 plays and a Pitchfork feature in six weeks.' Include the client name, artist name, and role (e.g., label owner, manager).
Include video testimonials if possible
A client speaking for 30 seconds on camera is far more persuasive than a written quote. This removes the suspicion that you wrote the testimonial yourself.
Feature logos or images of releases you've worked on
Album covers, single artwork, and music video stills provide visual proof of work. Ensure you have permission to use images before publishing.
Never fake or exaggerate testimonials
Critical
If a client won't go on the record, don't use a made-up quote. Credibility is everything in PR; losing it over a fabricated testimonial damages your entire business.

Content Strategy and Thought Leadership

Start a blog or resources section with actionable music PR advice
Publishing fortnightly posts on topics like 'How to Pitch Your EP to BBC Radio' or 'Playlist Pitching Strategy for Independent Artists' attracts organic search traffic and positions you as knowledgeable. Aim for topics your actual clients ask about.
Create downloadable resources (templates, guides, checklists)
A free 'Music PR Pitch Template' or 'Media Timeline Planner' gives prospects reason to visit and captures email addresses for nurturing. These also demonstrate your process and approach.
Publish case study content that teaches while it sells
Instead of just stating results, walk through your process: 'How we secured 2 million Spotify plays in 3 months' should explain the tactics, not just the outcome. This helps prospects understand what they'll get.
Maintain an active social media presence (LinkedIn, Instagram, TikTok if relevant)
Post industry insights, behind-the-scenes content, and client wins regularly. Consistency matters more than frequency — a post every two weeks is better than sporadic activity. Tag clients and collaborators when appropriate.
Keep publishing schedules realistic — consistency beats quantity
Critical
One solid blog post every two weeks is better than three rushed posts followed by six months of silence. Set a schedule you can maintain while running the agency.
Use blog and social content to address common client objections
If prospects often ask 'How much does radio promotion cost?' or 'Can we get on Spotify playlists?', write content that answers these questions. This moves them closer to a decision before they even contact you.

Technical and Practical Setup

Use a professional domain name (yourname.com or youragency.co.uk)
Critical
Avoid free subdomains or cheap-looking domains. A .co.uk domain signals you're UK-based and professional. Keep the name short and easy to spell.
Set up professional email addresses (@youragency.co.uk)
Critical
Gmail addresses undermine credibility. Get branded email through your domain host. Ensure the inbox is monitored — missed inquiries are missed revenue.
Install Google Analytics and set up conversion tracking
Track which pages drive inquiries, how long prospects spend on case studies, and which traffic sources convert. Use this data to improve your site over time.
Make your pricing clear or explicitly state 'custom quotes'
If you offer tiered pricing, list it. If everything is custom, say so — but this may reduce inquiries. Transparency reduces wasted conversations with prospects outside your budget range.
Set up a simple contact form that auto-responds within 2 hours
Critical
Prospects expect quick acknowledgement. Use an automated email to confirm receipt and set expectations for follow-up timing (e.g., 'We'll be in touch within 24 hours').

Your website is live 24/7 selling your agency; every weak section or outdated case study costs you work. Treat it as a business asset that needs quarterly review and annual refresh, not a vanity project you build once and leave.

Pro tips

1. Your site should do 80% of the selling before a prospect ever speaks to you. Every page should answer a potential objection or move them closer to inquiry — vague testimonials and jargon-heavy copy actively push people away.

2. Update your case studies and client list quarterly, even if only to refresh screenshots or adjust metrics. A stale website signals a stale agency. Prospects notice when the latest work is from two years ago.

3. Never ask for payment before letting prospects see your process. A free consultation call or a detailed proposal (before signing a contract) costs you an hour and wins you 70% more clients than agencies that hide pricing.

4. SEO matters — optimise your blog and case studies for search terms your actual clients use: 'BBC Radio promotion', 'Spotify playlist pitching', 'music PR for indie artists'. One article ranking on page one is worth more than 100 social posts.

5. Test your website on real devices (not just in browser dev tools) and ask 3–5 non-music-industry people to use it. They'll spot confusing navigation and unclear messaging that you've stopped seeing.

Frequently asked questions

Should I list all my clients or just the most recognisable names?

List all clients you have permission to name, but emphasise the recognisable ones in your portfolio and case studies. A full list builds trust (you're not hiding anyone), while highlighted examples show your calibre. If a client objects to being listed, respect it — demanding visibility erodes the relationship.

How often should I update case studies and portfolio work?

Add new case studies every quarter; retire or refresh old ones annually. If your latest work is older than 12 months, prospects assume you're not actively winning new business. Fresh case studies also improve your SEO and give you new content to share on social media.

Do I need a blog if I'm busy running the agency?

A blog is not essential, but one post every two weeks dramatically improves search visibility and positions you as knowledgeable. If you cannot maintain consistency, skip it — dead or sporadic content is worse than none. Consider recording short video tips instead if writing feels like a burden.

What if a major client doesn't want to be named or won't give a testimonial?

Respect their wishes; forcing the issue damages the relationship. Instead, seek testimonials from clients who are happy to endorse you publicly. If you have one household-name client who insists on privacy, you can reference 'major UK label' or similar without naming them, but this is less credible than a proper testimonial.

How do I handle pricing information on my website?

Transparency wins. If you have set packages, list them. If everything is bespoke, state 'Custom proposals based on your goals and timeline' and encourage prospects to book a call. Hidden pricing creates friction and attracts only those desperate enough to contact you anyway.

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