As I write this, much of the U.S. is under siege from snow and ice. Roads are frozen, power is flickering, and many areas are experiencing panic simply because they’re not used to this kind of winter weather. It’s a good reminder: Is your station’s website ready to serve your community during a weather emergency?
Whether it’s blizzards, ice storms, hurricanes, tornados, wildfires, or floods—every part of the country has its own version of “bad weather.” If your radio station is serious about being a trusted voice in your community, then your website should be a reliable source of information when listeners need it most.
Don’t Wait Until the Snow Falls
A few years ago, as Hurricane Ian approached Florida, several stations reached out asking us to help quickly build emergency information pages they could reference on-air and across social media. These pages became lifelines—places where listeners could get timely, accurate updates without scrolling endlessly through social feeds or bouncing between third-party news sites.
The time to prepare your emergency web content isn’t the night before the next storm. It’s now.
Why a Dedicated Emergency Page Matters
Your listeners trust you. If they hear about a developing weather situation on your station, they’ll naturally look to your website for additional information. A well-prepared emergency page can centralize everything they need—making your station a true community resource.
Think of it as your digital command center.
Here are the essential elements we recommend including:
1. Social Media and RSS Feeds
Municipalities, emergency services, and weather agencies often post updates on Facebook or X (formerly Twitter) first. Embed feeds from:
- National Weather Service
- FEMA
- Your state or local emergency management agency
- Local police/fire departments
- Partner TV news stations
You might also consider RSS feeds from trusted local news outlets if you can’t update the site in real time. In non-emergency situations, we typically avoid embedding RSS and social feeds that link offsite. But during a crisis, delivering verified information quickly outweighs the concern of losing web traffic.
2. Weather Radar and Alerts
Live radar visuals and weather alerts give visitors an instant understanding of what’s happening. Ideally, include:
- An embedded radar map
- Active watches and warnings
- Projected storm paths
Several weather services allow embeddable radar tools or images that auto-update hourly.
3. Live Video and Graphics
Partnering with a local TV station? Embed their live video stream or updated weather graphics on your emergency page. Just be sure you arrange this before a disaster strikes—it’s unlikely they’ll hand over embed codes in the middle of a storm.
Even hotlinking a frequently updated weather graphic (like a current temperature map or snow accumulation forecast) can be incredibly helpful.
4. Shelter and Safety Information
Blizzards, hurricanes, and floods can force families from their homes. Include:
- Local shelter locations
- Shelter capacity status (if available)
- Pet-friendly shelter info
- Emergency heating centers during winter storms
Keep this updated. Your on-air team can reference the page regularly to give listeners real-time help.
5. Quick Checklists
Don’t overwhelm your audience with walls of text. Instead, highlight the two or three most essential “to-do’s” for the event type, then link to longer guides (like Ready.gov or NOAA resources).
Some quick examples:
- Winter storm: “Charge devices,” “Stay indoors,” “Stock up on food and water”
- Hurricane: “Board up windows,” “Know evacuation routes,” “Fuel your vehicle”
6. Essential Phone Numbers and Links
Avoid making your emergency page feel like a directory—but a short, curated list of vital contacts (with brief descriptions) can be life-saving. Think:
- Local emergency management office
- Power company outage line
- City/county info line
- School closures page
Should You Sell Sponsorships on This Weather Emergency Page?
Absolutely. Businesses that serve people during storms—like roofing companies, insurance agents, snow removal services, generator dealers, and grocery stores—are natural fits for this page.
This kind of sponsorship can be positioned as a year-round investment, not just something you push during a specific season. Back when I worked for Clear Channel, a tornado shelter company became a long-term emergency page sponsor. Off-season traffic was light, but when tornado season arrived, their visibility skyrocketed.
Final Thoughts: Prepare Now, Serve Later
When disaster strikes, your listeners won’t care how flashy your logo looks. They’ll care whether your website can help them stay safe, find shelter, or know when school is closed.
Take the time now to create or revisit your emergency information page. Even if your area isn’t currently experiencing severe weather, it will someday. When it does, you’ll be proud to have something helpful—and potentially life-saving—ready to go.
And your community will remember that you showed up for them.
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.