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.

Get more in-depth show notes at https://www.skyrocketradio.com/podcast/why-does-my-stat…raffic-and-sales.

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.

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).

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.

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.

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 revenue improvements by addressing these issues and adapting to the evolving digital landscape.

Need help with your radio station website? Reach out to us at https://www.skyrocketradio.com.