It’s no secret that maintaining an online presence is essential to a brand’s platform, but it’s not enough just to have a website. Your audience and potential advertising partners will expect to find certain information when they visit your digital hub. From basic station details to subscription sign-up links, optimize your own website for quality user experience, increased traffic, and improved conversion rates by including the following items.
Basic brand details
Ensure that site visitors know they’ve come to the right place by making your brand quickly identifiable on your homepage. Include your station name, logo, call letters, and contact information such as your main phone number so that local businesses or listeners can easily get in touch with you. Consider also publishing a calendar with information about your upcoming events so that your audience knows where to find you around the community.
Programming Information
Your website is an excellent place to provide details about your morning show, special segments, and everything in between. Give curious site visitors a taste of what your station has to offer by including a description of your format and some examples of artists you feature on the air. Publish a list of your scheduled programming, from morning shows to syndicated features, to let potential listeners know when to tune in for their favorite segments. Your audience likely visits your website to learn more about your on-air staff as well, so create profile pages with a brief biography and photo for each personality.
Live-streaming and application links
Invite website visitors to listen to your current programming by including a “Listen now” button or banner near the top of your homepage that redirects to your streaming audio. If your programming is featured on an application for mobile devices, drive traffic there as well with a link to download the app. Also consider linking to your podcast, if applicable.
Featured promotions and engagement content
Listeners will visit your website to learn more about the promotions that you mention on air, so feature a dedicated page for sweepstakes and rules for your call-in contests. You can also boost traffic and brand loyalty by providing other types of interactive content, such as trivia questions, polls, and surveys. A hub for this type of content can also serve as a way to show potential future advertisers the type of sponsoring opportunities you have available, which can attract new revenue.
Links to your other digital properties
Social media is a huge piece of the digital marketing puzzle, so drive traffic toward your Facebook, Instagram, and other profiles by linking to them from your website. If you maintain email subscriptions, you can also grow your database by inviting visitors to join your mailing lists.
Incorporating the suggestions above onto your website can drastically grow your online traffic, engagement activity, and audio streaming listenership. Just remember to keep your content fresh so that your audience has the most up-to-date information. For tips on maintaining current digital content, check out this recent post about content auditing.
