What ELSE Can Your Radio Station Website Do?

By now, you’ve heard us say it a million times: your station’s website should always be adding local news, events, and other fresh content. That’s the foundation. If you’re not doing that, start there — because no fancy feature is going to save a stale website. So today, let’s go beyond the basics.

Beyond Just More Content: What ELSE Can Your Website Do?

Here are some clever, out-of-the-box ideas for your radio station website that don’t require signing up for expensive third-party services or tools. These are things you can start planning and selling right now, using the platform you already have — and every one of them can open up new revenue streams.

1. Host “Best Of” Contests

When I say “Best Of” Contests, think “Best Tacos in Town,” “Top Local Teachers,” or “Favorite Summer Hangouts.” Not only does this generate massive web traffic (and on-air talking points), but you can also monetize it by selling premium placements, category sponsorships, and even upselling businesses on “Vote for Us!” advertising campaigns. It’s a brilliant way to get new advertisers involved who might never have considered radio.

There are premium services that offer this type of content, but typically, it’s a separate website that you direct listeners to.  This means you’re not building SEO on your station site, where this could be accomplished with a regular poll or voting forms.

2. Sell Sponsored Articles

Advertisers are hungry for ways to look like local experts. You can help them by creating sponsored articles like:

• “5 Tips for Winterizing Your Home from Smith Hardware”
• “How to Choose the Right Auto Insurance with Bob’s Local Insurance”

Publish these on your site, share them on social, mention them on-air. Boom — instant digital + on-air bundle.

3. Local Deals or Coupons Page

Imagine your website has a “Local Deals” section featuring offers like “20% Off at Joe’s Pizza” or “Buy 1 Massage, Get 1 Free at Bella Spa.” Businesses pay a monthly fee to be listed. You promote it on-air. Everybody wins.

4. Local Business Directory

Directories are perfect for restaurants, shops, or local services. Let businesses pay to be featured or to have larger logos and priority spots. It’s also great for local chambers or tourism groups that want to showcase what the area has to offer.

5. Contests Lead Generators

Sure, you’re already giving away concert tickets, etc. But how about partnering with an advertiser for contests that generate direct leads for them? The only way they have for running contests is their social media and website.  By offering your contest page as the place to give away that prize, you’re introducing your business to new groups of buyers.

• “Win a Year of Free Oil Changes from Pete’s Auto!”
• “Enter to Win a Kitchen Makeover Courtesy of Jackson Cabinetry.”

They get valuable customer info; you get an easy new ad product.  Even if they don’t buy an on-air schedule from you for this contest, it will be an excellent opportunity for them to experience the power of radio.

Pro Tip: After someone enters any contest that you’ve partnered with a local business to host, redirect them to a thank-you page that says: “Thanks for entering! Check out great deals from ABC Car Care.”  This could include a printable coupon or graphic with a link to their website.  This additional step is a simple value-add that makes advertisers happy for spending money with you.

6. Video Series or Interviews

Conduct a “Local Business Spotlight” video series, where you interview local business owners.  They pay to be featured, you post the videos on your website, share them on social, and maybe even run snippets on-air.

I’ve seen where these have been recorded at live remotes and then featured on the station website throughout the week with a link to the business below.

Pro Tip: Since most videos cannot auto-play on your website, make the thumbnail an exclusive offer or incentive to watch/click.

7. Offer Downloadable Guides

• “2025 Summer Events Guide — Sponsored by Miller’s Boat Sales”
• “The Local Holiday Shopping Guide — Thanks to Main Street Pharmacy.”
• “The 2025 Fall Wedding Guide – Brought to you by Karen’s Bridal.”

Build these as PDFs with ads inside, let your advertisers pay to be included, and then promote the download on-air.

There are lots of third-party services that do “flipbooks”, but they often charge a premium fee to host your PDFs.  Instead, upload these to Google Docs and embed them within your site.

8. Hyperlocal Content Pages or Internal Micro-sites

Build hyperlocal pages like “Best Wedding Venues Near Jackson” or “Top Live Music Spots in Brandon.” Businesses pay to be featured, and your site gets found on Google for searches like “wedding venues near me” or “live music near me.”  So, ensure these pages are structured and tagged appropriately to be found in those searches.  That’s powerful local SEO + direct sales.

9. Dedicated Local Sports Pages

High school sports, local leagues, even just regional college scores. Sell sponsorships to restaurants, car dealers, or insurance agents who want to be tied to local sports fans.

10. Build a Local Business Resource Center

Create a section on your site that has marketing tips, local business success stories, or downloadable checklists. Position your station as the local marketing expert — not just another place to buy 30-second spots.

Your website is more than a stream button

Your station website can easily become a 24/7 sales machine, community hub, and local marketing powerhouse.  As you add these additional features to your site, you may find that they grow to require a separate website.  That’s the kind of eventual growth that you’re looking for.

If you’re not exploring at least a few of these ideas, your competitors (and probably the local newspaper’s site) could be cashing in instead.