Recently, RadioUpdate.com ran a weekend poll asking its subscribers a simple question: Is your website an afterthought? The result? A surprising 55% of respondents said yes.
I get it. We’re in the radio business—not the website business. But the truth is, your online presence has never been more important. In fact, we often encourage stations to think of their website as just another station in their fleet: one that needs a programming plan, sponsorship opportunities, a marketing strategy, and regular content to keep listeners coming back.
Is your station’s website more of a digital afterthought than a strategic asset? You’re not alone. Many radio stations still treat their websites like static billboards—a place to toss up a stream link, maybe a DJ schedule, and then forget about it. And yet, they wonder why it isn’t generating any revenue.
The truth is: websites don’t make money simply because they exist. They make money when they attract and engage visitors—and that only happens with intentional effort.
The “Set It and Forget It” Trap
A website can’t deliver value if it’s rarely updated. Advertisers want visibility, and that means traffic. Listeners want reasons to visit your site beyond just hitting the play button. If your homepage looks the same week after week, why would anyone return?
No Content, No Visitors
Without fresh, locally relevant content, your site has nothing to attract organic traffic. Google isn’t sending people to a homepage with no updates. A website without consistent content is like a radio station that only plays music once a week. You need a steady stream of content—news, events, contests, DJ blogs, even obituaries in smaller markets—to keep people coming back.
Missed Monetization Opportunities
Even with decent traffic, many stations fail to monetize effectively. Are you selling banner ads? Sponsored content? Creating value for local businesses beyond on-air mentions? Your website should be part of every sales pitch—a tool to bundle digital exposure with traditional ads.
Also consider tools like job boards, local directories, or classified listings. These can be easy additions that provide utility to your community and open new revenue streams.
Lack of On-Air Integration
If your air talent isn’t regularly driving listeners to the website, you’re missing out. Every show should include calls to action that connect listeners to something online: a blog post, a contest, a podcast episode. The synergy between on-air and online is what drives web traffic—and ultimately, revenue.
The Bottom Line
Your website won’t drive revenue unless it becomes a living, breathing part of your station’s ecosystem. That means frequent updates, useful content, clear advertising strategies, and consistent on-air and social media promotion.
Stop thinking of your website as a side project. Start treating it like the digital extension of your brand that it truly is. The revenue will follow.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.