Website Promotion Strategies Every Station Should Use

Our business has always been about information and promotion. Outside of music, everything we do on-air fits into one of those two buckets. We regularly hear promos like, “The most music,” “Your home for today’s country,” and “News you can use.” These are constant reminders of why our stations should matter to our audience.

A new client recently asked me, “What’s the best way to promote this new website we have?” That question lit the fire for this episode, because if they’re asking, others probably are too.

Website Promotion Starts with Priority

Let’s be honest—your station’s website will only be as relevant as the priority you give it. If it’s an afterthought at the management level, it will be an afterthought for talent and sales. And if your own team doesn’t see the value in it, why would your listeners or advertisers?

I’ve long believed that your station website should be treated like a sister station—a parallel platform that simulcasts and extends what you do on-air. Once you start thinking this way, it becomes much harder to ignore its importance.

Start internally: Does your team understand what’s on the website and how it ties into their daily roles? On-air talent can extend their shows with web content. Salespeople can expand their inventory and offer digital packages. But only if they know what they have.

Do your sellers know how to talk about banner placement value, page sponsorships, or homepage takeovers? A digital inventory list is a must-have, and it helps everyone speak the same language when presenting to clients.

Make On-Air Mentions Work Harder

Too often, website promotion is a quick tag at the end of a sweeper—“and visit online at rocketdailynews.com.” That’s not enough.

Back when I was on-air, our consultants drilled this into us to sell benefits. “Make the station usable,” they’d say. The same applies to your website. Stop tagging and start selling the benefits.

Instead of a generic plug, highlight specific features or content. Try this:

• “(SFX: thunder & wind) When storms roll through, folks turn to launchfm.com for closings and alerts. Be in the know at launchfm.com.”
• “Did you miss Swap Shop at 9? It’s all online now at rocketdailynews.com/swapshop, where you can post your own listing!”

Inform your personalities to tease website content just like they tease songs or upcoming guests. One benefit at a time:

• “Gerald just let us know that he landed a new job he found on our Local Jobs page. You could be next. Visit launchfm.com/localjobs to see where it might take you.”
• “A drunk driver took out a light at a major intersection last night. The details are in our top story at rocketdailynews.com.”
• “How do you feel about downtown’s new pay-to-park meters? Vote in our poll—right now at launchfm.com.”

Each of these examples accomplishes two things: it provides a genuine reason to visit, and it portrays the website as more than just a streaming link—it’s a destination.

Don’t Phone It in on Social Media

We’re all guilty of auto-posting links to social media without context. But think about this—would you just say your website name on-air without context?

Instead of:

[Auto-post] “launchfm.com/weather-alerts”

Try:

“Bad weather’s shutting down schools tomorrow—here’s the full list so far
launchfm.com/weather-alerts”

Or:

“Major intersection taken out by drunk driver last night.  Here’s what we know so far. launchfm.com/topstory”

Adding just one line of commentary can double or triple your engagement. It’s the digital version of a compelling intro before a song.

And headlines matter. Don’t settle for “City Council Meeting Notes.” Go for “Council OKs Late-Night Bars—Here’s When It Starts.”

Keep Listeners Close with a Newsletter

If you’re not using email, you’re missing out. A newsletter keeps your brand in front of listeners and opens up opportunities for ads and sponsorships.

The best part? If your website is being updated regularly with news, events, or promotions, then your newsletter practically writes itself using tools like RSS feeds. Just make sure your headlines pop.

Don’t let anyone tell you email is dead—it’s still one of the highest ROI tools in digital marketing.

Spread the Word on Other Websites

Website promotion doesn’t end with on-air and social. Get strategic about backlinks:

• Local chamber sites
• Online business directories
• Blogs or news sites you collaborate with
• Partner media outlets
• Sponsors linking back to your content

Every external link helps your SEO and gets your site in front of more eyes. Just make sure the links make sense—no spammy stuff.

Final Word: Effective Website Promotion Starts with You

It’s worth repeating. If your website isn’t being promoted by your own team, why would anyone else care about it?

Promotion starts inside. Train your team. Give your talent reasons to promote content. Give your sales team the tools to sell it. Make it part of your station culture.

Because here’s the truth: More visitors = more value = more revenue.