Why Does My Station Website Struggle to Attract Traffic and Sales?

Today, we’re diving deep into a common concern that radio station owners and managers have – why their station website needs to catch up in traffic and sales.  We’ve always believed that a station’s website should connect with listeners and be a source of revenue.

Reason #1: Lack of Emphasis on the Website

Everyone from your staff to your listeners can tell how much the station website is valued by the emphasis put on it.  Is it a line item in every programming, promotions, and sales meeting agenda?  Is it mentioned on-air frequently?  Are listeners given specific reasons to visit the website rather than just the primary domain name? The most crucial step to getting traffic and sales on your station website is prioritizing it.

Our first episode was about changing your mindset to improve visitors and online revenue.  Managers who think the station website should be a landing page for a “listen live” button are missing so much listener engagement and revenue.  Or they may think social media is where the listeners are, so that’s the only place they should be.  You’re competing with the world on social media for your audience’s attention.  Only a portion of your followers see your content.  They charge for more exposure.

Visitors searching the web for your radio station will likely not find the website because the page needs to give search engines more information to index it properly.  I’ve searched for radio stations by their call letters.  The search results only included a Wikipedia page with a link to their website that only contained a link to their stream.  This kind of website is not worth the money to maintain… unless you’re promoting it heavily on-air.

Reason #2: Not Promoting the Website

Your on-air presence is a potent tool for driving traffic to your website. If you’re not promoting your website on air, potential advertisers may perceive it as a low-priority and not worth visiting (if they even know you have a website).  I’ve spent hours listening to terrestrial radio stations and never heard their website mentioned once.  In contrast, I can spend 30 minutes listening to Sirius XM and hear their website and/or mobile app mentioned every other break.

When you mention the website, give listeners a compelling reason to visit.  For instance, tease them with intriguing content like, “Discover why you should check your next creme-filled donut before taking a bite – only at xyz100.com.” This approach engages your audience and encourages website visits.

Reason #3: Lacking Fresh and Engaging Content

Your radio station website should be a dynamic hub of activity that reflects everything your radio station is involved with.  If it’s important enough to be on-air, it’s also important to be online.  Visitors and advertisers can be deterred if your website content is old or unappealing. Search engines, especially Google, prioritize websites with fresh, high-quality content. If your website isn’t up to par, it’s likely to rank well below your competitors in search results.

Social media also plays a crucial role in driving traffic. Engaging content is more likely to be shared on social platforms, leading to more clicks on your website. Clicks are essential for sales.  The more you can prove you have, the higher your advertising rates can be.

Reason #4: Sales Team Needs Motivation/Education

Your sales team can make or break your website’s revenue potential. If they are well-versed in the digital side of your station, it can help growth. Emphasize that your website is just as crucial as your on-air signal. Ensure they see the value of your station’s online presence, which can benefit advertisers.

Provide your sales team with a comprehensive Digital Inventory List that showcases all advertising opportunities on your website. Beyond banner ads, introduce them to sponsored articles, giveaways, sponsored pages, and other ways they can tie sponsored messages to online content. These offerings can be more appealing to advertisers.

Reason #5: No Measure of Effectiveness

Producing and promoting good content is essential, but tracking its effectiveness is equally crucial. Analyze what resonates with your audience and adapt your content strategy accordingly. On the sales side, metrics provide concrete evidence of your website’s value to advertisers. Be ready to pivot and offer new opportunities to your advertisers based on data.

Conclusion

Your station website should be considered an integral part of your station’s success. We’ve always said that it should be considered another radio station in your group that simulcasts your station online. Treat it the same. Promote it at every level, from sales to marketing, and set goals for it. You’ll see website traffic and sales improvements by addressing these issues and adapting to the evolving digital landscape.