Running your radio station is not easy. Your to-do-list is guaranteed to never end. With all this being said, you cannot afford to use this as an excuse to take short cuts when it comes to having online visibility. Your station website needs to display a strong, professional online presence so that listeners and advertisers can engage with you.
Do a Google search for “reasons why a website is important” and you’ll get countless reasons why it’s a vital part of business. But they all boil down to these two reasons…
A Good First Impression
Let’s face it – we live in a world where people Google everything before they buy. They do this not only to see what options are available but they will compare options. So, you first you want to be found where they are looking and you want your first impression to be the best it can be.
Consumers are passing judgement and making decisions about whether or not they will even listen to your station or buy from you by the results they are getting when searching. They’re likely to dismiss your station as even an option if they believe your website doesn’t reflect the kind of experience your business will offer. The major key here is advertisers. Listeners might not search for a new radio station in the town they are moving to. They have a “seek” button on their radio for that. Advertisers, however, will be searching the market for the best options. Remember that getting and keeping advertisers is the primary reason for having a website and getting and keeping listeners is the reason for keeping it fresh.
No Website = Lost Business
By now it’s clear that if you don’t have a website, you’re missing out on opportunities for advertisers to identify with your station and to decide if they want to spend money with you. With this being said, if you have a bad website it is better to have no website. While no website equals missed opportunities, a bad website can actually be worse since it literally makes your radio station look bad.
We’ve seen so many horrible looking websites across the country. A bad station website is far worse than no website – but let’s be clear… both are bad.
Whether you’re is a small “mom and pop” or you operate with 100+ employees, your station website(s) should appear as if you have a dedicated team exclusively keeping your online presence strong. The key here is “appear” that way versus actually having someone doing it and it can be don with a minimal staff. Unfortunately for many small radio stations, the thought of being online is a priority. However, having a professional, polished looking website that functions easily and offers visitors easy navigation, strong images, fresh content and an overall experience that engages them enough for them to want to do business with you is vital.