In this episode, we dive into one of the biggest challenges radio stations face: turning their websites into real revenue generators. A well-managed station site can be your strongest sales tool, listener destination, and community hub, but too often it’s overlooked or treated as an afterthought.

We’ll explore common pitfalls—like a lack of emphasis, stale content, and underutilized on-air promotion—and map out practical steps to fix each one. If your station website feels more like an online ghost town than a thriving digital brand, this conversation is for you.

Key Points

• Prioritize Sales: Make your website a central piece of your revenue strategy—beyond just a “listen live” button.

• On-Air Promotion: Use your powerful broadcast reach to consistently tease content and drive listeners to your site.

• Fresh Content Matters: Regularly update your site with engaging articles, show recaps, and event info to keep visitors coming back.

• Sales Team Buy-In: Train and motivate your sales reps on digital offerings—showing them why online inventory is just as valuable as on-air spots.

• Track What Works: Use metrics to see what resonates most with your audience and advertisers, then double down on it.

Why It Matters

When you treat your website like an extension of your on-air programming—complete with fresh, compelling content and real promotion—it not only boosts traffic and listener engagement, it also opens the door to more sales opportunities.

Next Steps