A client comes to a web agency with a clear brief. Build us a website. Make it fast, make it look good, make it rank. The agency delivers exactly that. The site launches. And then the client asks the question that every agency hears eventually.
So how do people find us now?
SEO is part of the answer. A well-structured site with solid technical foundations and a content strategy gives clients a path to organic visibility. But organic search takes time, and in competitive categories it takes even longer. The clients who grow fastest after launch are usually the ones who are also building visibility through channels that do not depend on waiting for Google to catch up.
Media outreach is one of those channels. Getting clients featured in the podcasts their target audience listens to, the newsletters their potential customers read, and the press their industry follows is one of the highest-leverage visibility strategies available. And for web agencies that understand the digital landscape, offering clients guidance on how to approach it is a meaningful way to add value beyond the build.
Most web agencies are well-versed in the on-page and technical factors that help sites rank. Clean architecture, fast load times, structured data, keyword-optimised content. These matter and clients who invest in them see results over time.
But there is a dimension of online visibility that SEO alone cannot fully address: brand recognition in the spaces where your target audience already spends time.
A potential customer who finds a website through organic search is already looking for something. A potential customer who hears about a brand through a trusted podcast host or reads about it in a newsletter they follow is discovering it in a context of trust and endorsement. The conversion dynamic is different. The credibility is higher. And the backlinks that come from press coverage and newsletter features directly support the SEO strategy rather than sitting separate from it.
Agencies that help clients build both are delivering a more complete picture of what digital visibility actually requires.
Most clients who come to a web agency for help with their online presence have thought about SEO, social media, and sometimes paid advertising. Very few have a systematic approach to media outreach.
The reasons are practical. Getting featured in podcasts, newsletters, and press coverage requires finding the right contacts, understanding what they cover, writing pitches that feel relevant rather than generic, and following up consistently. For a business owner or a small marketing team already stretched across other priorities, that is a significant time investment with uncertain short-term returns.
Most clients either try it once without a clear process, get little response, and give up, or they never start at all. Which means the channel sits unused while competitors who figure it out first build visibility advantages that are difficult to catch up with later.
Magic Pitch is an AI-powered media outreach platform that handles the parts of the process most clients find too time-consuming to do properly. It is built specifically for PR, podcast, and newsletter outreach, which means it understands the nuances of media communication rather than treating it like a standard email campaign.
The platform gives access to a database of 700,000 plus journalists, 3.8 million podcasts, and every Substack newsletter author with a verified email, all searchable by topic, beat, location, and audience type. A client trying to reach tech journalists covering their category, podcast hosts whose audience matches their customer profile, or newsletter authors who regularly feature tools in their space can find and build a targeted contact list in minutes rather than hours.
What makes Magic Pitch stand out from a basic database is the personalisation layer. The platform researches each contact individually and generates a pitch based on their recent coverage history. Not a template. A message that references what they have actually been writing or talking about lately, which is what makes the difference between a response and a deleted email.
Before anything goes out, Magic Pitch shows predicted response rates, ideal pitch length, best send times, and preferred tone for each contact, all drawn from data across over a million pitches. Follow-up sequences run automatically after the initial send. The whole workflow from contact discovery to pitch delivery to follow-up becomes something a client can run consistently without it taking over their week.
For web agencies, Magic Pitch represents an opportunity to extend the value delivered beyond the launch phase. There are a few practical ways to integrate media outreach guidance into client engagements.
Many clients are most receptive to new strategies in the weeks after a site launch, when they are actively thinking about how to grow their visibility. Introducing media outreach as a complementary channel to SEO at this stage, with a clear explanation of how it works and how tools like Magic Pitch make it manageable, gives clients a concrete path forward that most agencies are not currently offering.
Clients on ongoing SEO retainers are already invested in building domain authority and organic visibility. Media outreach directly supports those goals by generating backlinks from credible sources and building brand recognition that improves conversion rates across all their channels. Positioning it as an extension of their SEO strategy rather than a separate activity makes the value connection clear.
Some clients have specific moments, a product launch, a funding announcement, a significant milestone, where getting the story in front of the right media contacts has obvious value. Offering a focused media outreach campaign as a standalone service for these moments, using Magic Pitch to handle the research and personalisation, gives agencies a high-value deliverable that sits naturally alongside their existing service offerings.
When introducing media outreach to clients who have not done it before, a few questions tend to come up consistently. Being prepared for them makes the conversation more productive.
Honest answer: the first responses typically come within two to four weeks of the initial campaign. Coverage can take longer depending on publication schedules and editorial timelines. The compounding benefits, improved domain authority, growing brand recognition in the target audience, and more inbound interest, take three to six months of consistent outreach to show up clearly. Setting realistic expectations upfront prevents the disappointment that comes from expecting immediate results.
A press release is a broadcast sent to a wide list with the expectation that relevant outlets will pick it up. Media outreach through Magic Pitch is direct, personalised communication with specific contacts whose audience and editorial focus make them genuinely relevant to the client's story. The personalisation is what drives response rates from single digits to meaningful percentages.
No. Magic Pitch handles the research and drafting that would otherwise require media relations experience. What clients need is a clear story and someone willing to spend time reviewing the output before it goes out. The platform does the specialist work. The client brings the business knowledge.
For technically-minded clients who want to understand the ROI in concrete terms, the connection between media outreach and web performance metrics is worth making explicit.
Every press mention that includes a link to the client's website builds domain authority, which directly supports search rankings
Newsletter features and podcast appearances drive referral traffic that tends to convert at higher rates than most paid channels because it arrives with a prior endorsement
Brand search volume, searches for the company name directly, typically increases following media coverage, which is a strong signal of growing brand awareness in the target market
Engagement metrics on the website tend to improve when traffic comes from earned media sources because the visitors arrive with context and intent rather than cold curiosity
These are metrics that most clients are already tracking. Framing media outreach as a strategy that moves them makes the value conversation much easier.
For agencies already offering SEO services, pairing media outreach recommendations with guidance on working with an agency that specializes in SEO and link building services like Digital Climbs gives clients a complete picture of how earned media and structured link building work together to build domain authority faster than either approach alone.
When clients ask how people find them after a launch, the complete answer is more than SEO and social media. It includes the earned visibility that comes from being featured in the places their target audience already pays attention to.
Web agencies that can speak to this, and point clients toward practical tools like Magic Pitch for making it happen, are delivering a more complete picture of digital growth than most agencies currently offer.
The website is the destination. Media outreach is one of the most effective ways to make sure the right people know it exists. Helping clients understand and act on that connection is a genuine service, and one that sets agencies apart from those still treating launch day as the finish line.
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