PR & Communications Agencies Website Structure Guide
A well-structured site for PR agencies organizes around media placement/coverage pages, industry-specific PR pages, service pages (crisis comms, media training, launches), case study pages with real placements — with clear navigation to each, not buried behind a generic "Services" menu.
What the top-level navigation should include
Each of these deserves its own clear place in navigation, not a sub-menu three clicks deep:
- media placement/coverage pages
- industry-specific PR pages
- service pages (crisis comms, media training, launches)
- case study pages with real placements
Where most sites get the hierarchy wrong
Listing generic "press coverage" claims with no linkable, verifiable placements, which is the exact thing a skeptical marketing director checks first.
URL structure
Keep URLs short, descriptive, and matched to the page's actual content — a URL that matches the page's real topic (rather than an internal project code or generic ID) helps both visitors and search engines understand the page before they even click.
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