How to Make a Media Kit for Website Advertising (With Template)
What advertisers look for in a website media kit, a one-page outline you can copy, and how to keep your numbers honest and current.
On this page
A website media kit is a short document—usually one or two pages, often a PDF—that tells advertisers who your audience is, which ad placements you offer, what they cost and how to book. Include audience statistics with sources and dates, a rate card, creative specs, a few real proof points and a booking link or contact, and leave out anything that doesn't help a buyer decide.
Key takeaways
- A media kit exists so a buyer can forward your offer to colleagues; keep it to one or two pages.
- Put the audience first: who they are, how many, where they live and which devices they use, with the source and date range.
- Include a rate card with sizes, placements, prices, minimum lengths and typical impressions per slot.
- Use only real proof: approved advertiser names, actual campaign results and genuine quotes.
- Date the kit, update it every quarter and keep it consistent with your advertise page.
Media kit vs. advertise page
You need both, and they do different jobs.
| Advertise page | Media kit | |
|---|---|---|
| Purpose | Let buyers understand and book on the spot | Let buyers share, compare and get approval |
| Format | A page on your site | A PDF or shareable document |
| Typical reader | Founders and marketers browsing | Agencies, brand teams, finance approvers |
| Updates | Any time | Versioned and dated |
Link them to each other. Our guide to the Advertise with us page covers the web side.
What to include
- Header. Site name, logo, URL, a one-line description and the date of this version.
- Audience overview. Monthly pageviews, monthly unique visitors, top countries, device split and newsletter subscribers if you have a list. Name the analytics tool and the date range.
- Audience profile. Who the readers are, based on surveys, sign-up forms or community data. If you don't have that data, describe readers by what they read instead of guessing at demographics.
- Content and context. Your main topics, your most popular sections and why people visit. Advertisers want to know what their ad will appear next to.
- Rate card. Each slot's size, placement, price, minimum booking and typical daily impressions.
- Creative specs. Accepted sizes, file formats, maximum file size, animation rules, landing-page rules and how long approval takes. Our banner ad sizes guide explains which sizes to offer.
- Booking and payment. How to book, how payment works and your cancellation terms.
- Proof. Past advertisers who agreed to be named, campaign results and short approved quotes.
- Policy summary. What you don't accept, with a link to the full policy.
- Contact. A named person, an email address and the booking link.
A one-page media kit outline you can copy
Replace everything in brackets with your own details. Delete any line you can't support with real data.
[SITE NAME] — Media kit (updated [month and year])
[One line: who reads the site and why they come]
AUDIENCE (last 90 days, source: [analytics tool])
- Monthly pageviews: [X]
- Monthly unique visitors: [X]
- Top countries: [country] [x%], [country] [x%], [country] [x%]
- Devices: [x%] mobile, [x%] desktop
- Newsletter subscribers: [X]
WHO OUR READERS ARE
[Two or three sentences based on survey or sign-up data]
AD PLACEMENTS
Slot | Size | Placement | Price | Minimum | Typical daily impressions
Sidebar | 300x250 | All articles, desktop | $[X]/day | [X] days | [X]
In-content | 300x250 | Below first paragraph | $[X]/day | [X] days | [X]
CREATIVE SPECS
- Formats: [JPG, PNG, GIF], maximum [X] KB
- Supply images at twice the slot size, e.g. 600x500 for 300x250
- The landing page must match the ad; no automatic downloads
HOW TO BOOK
[Booking link]: pick dates, upload your banner, pay by card.
We review new ads within [X] hours.
WHAT WE DON'T ACCEPT
[Short list]. Full policy: [link]
PAST ADVERTISERS AND RESULTS
[Names shown with permission; average click-through rate for each slot]
CONTACT
[Name], [email address]
How to present your numbers honestly
Your media kit is a promise. Advertisers will compare it with what their campaign delivers, so accuracy is worth more than impressive numbers.
- Use typical figures, not records. Report 90-day averages or medians, not your best month.
- Label metrics precisely. Pageviews, sessions and unique visitors are different things; so are sitewide pageviews and slot impressions. Use the labels from your analytics tool.
- Quote impressions per slot. A sidebar that's hidden on mobile delivers fewer impressions than your total pageviews.
- Skip demographics you don't have. "Readers of our beginner sourdough guides" is honest and useful. An invented age chart isn't.
- Use your own results. Share your slots' actual click-through rates instead of industry averages that may not apply to you.
- Ask before naming advertisers. Show logos, names and quotes only with written permission.
Design tips
A media kit doesn't need a designer. It needs to be scannable.
- One or two pages, letter or A4, exported as a PDF, with the same content available as a web page.
- Big numbers, short labels. Readers should take in the audience section in five seconds.
- Screenshots of each slot on a real page, so buyers see the context.
- Real text, not images of text, so buyers can search and copy details into their own documents.
- A clear file name that includes your site name and the version date, so old copies are easy to spot.
- Working links to your booking page, ad policy and contact email.
Who needs your media kit
Have the kit ready before you start outreach. When you pitch a company, attach it or link it in your first email along with one specific idea for their campaign. Agencies and larger brands often ask for a kit before anything else, and small businesses appreciate having everything on one page. For prospecting ideas, see how to find direct advertisers for your website.
Keep it current
Set a quarterly reminder to refresh the audience numbers, slot impressions and prices. Change the date on the cover each time, and make sure your advertise page shows the same figures. After each campaign, ask the advertiser whether you may mention them, and add the result to your proof section if they agree.
From media kit to booking
A media kit sells the idea; a booking page closes the deal. If you sell through Spreadiom, put each slot's booking link in the "How to book" section. The booking page shows the slot's size, price, availability calendar and recent impressions and clicks, and advertisers pay by card through Stripe Checkout directly into your own Stripe account. Spreadiom is free to start, so you can set up the slots before you send your first kit.
FAQ
What should a website media kit include?
A website media kit should include a short description of your site, audience statistics with their source and date range, a profile of who your readers are, a rate card listing each ad slot's size, placement, price, minimum booking and typical impressions, creative specifications, booking and payment details, real proof such as past advertisers, a policy summary and contact information.
How long should a media kit be?
One or two pages is enough for most websites. Buyers skim media kits to answer a few questions about audience, placements, price and booking, so extra pages mostly add reading time. If you offer many products, such as banners, newsletter sponsorships and sponsored articles, keep the core kit short and link to a separate page with the details for each.
Should I put prices in my media kit?
Yes, for standard placements. Prices help buyers forward your kit for approval without waiting for a quote, and they make your offer easy to compare. List the daily or weekly price, the minimum booking length and any discount for longer bookings. Keep custom packages, such as sponsored content or bundles, as "contact us" items if they vary from deal to deal.
Can I make a media kit if my traffic is small?
Yes. Small sites sell on relevance, so emphasize who your readers are and why they visit, not the raw totals. Report your real numbers clearly, highlight engagement signals you can prove, such as newsletter subscribers or click-through rates, and consider a longer minimum booking so advertisers still get meaningful exposure. Honest small numbers beat inflated ones that a campaign will expose.
How often should I update my media kit?
Update it at least every quarter, and whenever your prices, ad slots or traffic change noticeably. Put the version date on the cover so buyers know the figures are current, and make sure the kit matches your advertise page. Outdated numbers damage trust, especially when an advertiser compares your kit with the results of their campaign.
Sell ad space on your site — start free
Give every ad slot its own booking page. Advertisers pick dates, upload a banner and pay by card or PayPal — straight into your own account. No subscription; 5% only on completed bookings.
