The RAB, in partnership with BIA Advisory Services, recently released a report that predicts that digital will take one in four radio advertising dollars this year. This means more and more radio companies will look to expand their offerings into digital services—like website design, SEO, and more. Many of these stations are opting to expand these services with the help of third-party vendors – and there seems to be a growing number of them to choose from. Before diving headfirst into providing these services to your clients, there’s a crucial step that I hope you won’t overlook—becoming your first customer.

You’ve probably seen it: mechanics driving unreliable cars, contractors with half-finished homes, and radio stations whose websites are an afterthought—just a stream link on a lonely page. It’s not a good look, and it definitely won’t inspire confidence when you’re trying to pitch modern digital solutions to advertisers.

If you want your digital offerings to be taken seriously, your own house needs to be in order first.

Practice What You Pitch

 

To sell digital services effectively, your radio station has to walk the talk. That starts with your own online presence. If you’re pushing modern websites, SEO, and digital content strategies to your clients, yours should be the shining example. Your site should look like 2025, not 2015.

This means:

• Clean, responsive design that works beautifully on mobile
• Lightning-fast load times
• Clear navigation and conversion points
• Compelling, regularly updated content

Your website is no longer just a marketing tool—it’s a product showcase, your storefront, and your credibility all rolled into one.

Treat Your Website Like Your Morning Show

 

You’d never let dead air play during your drive-time slot, so why let your homepage stagnate?

Think like a programmer. Your visitors are your listeners. If they don’t find anything worth sticking around for, they’ll bounce—and unlike with radio, they may not come back. Keep things fresh and engaging with updated blogs, videos, podcasts, contest results, and show recaps. Give people a reason to return every day.

Think like a content creator. Repurpose what you’re already doing on-air. Interviews, community coverage, local stories—all of these can (and should) live on your website. This doesn’t just support your digital presence; it enhances your overall brand and drives traffic you can monetize.

Digital Isn’t Just Design—It’s Strategy

 

A good-looking site is only part of the story. Ask yourself:

• Are we showing up in search results for terms like “radio advertising in [your town]?”
• Do we have strong CTAs guiding users toward our stream, newsletter signup, or advertiser offers?
• Are we using data and analytics to understand what’s working and what’s not?

Tools like Google Analytics and Search Console are essential to guide your content strategy. This kind of insight is what your clients will expect you to know and provide for them, too.

Use Your Station as a Digital Testing Ground

 

Before you sell digital solutions to others, use your website as a lab.

Experiment with:

• Landing pages for local sponsors
• Banner ad placements and performance
• Weekly e-mail newsletters
• Podcast integration
• Social media cross-promotion
• Google and Facebook Ads
• OTT Ads

Fail fast, tweak quickly, and document everything. The lessons you learn will become invaluable selling points.

Build a Content Process That Actually Works

 

One-off posts and rushed updates won’t cut it anymore. You need a repeatable content workflow. Whether it’s a weekly blog, video series, local event guide, or personality podcast—have a plan. Keep it sustainable. Quality and consistency are key.

Bonus: The system you build internally can become a template you offer to clients.

Be the Best Proof That It Works

 

You want clients to trust you with their digital brand? Then your brand should prove you know what you’re doing.

When your station’s website is fast, smart, beautiful, and actively working for you—whether through sponsorships, ad revenue, or audience growth—you can sell digital with confidence. You’re not just pushing a product. You’re offering a proven roadmap that your team has walked first.

Bring Your Sales Team Along for the Ride

 

Digital isn’t just the domain of your web or content team. Your salespeople need to understand what they’re selling. Get them trained. Let them experience how your website is driving value. Many third-party vendors offer sales training—take advantage of it.

When your team knows the “why” behind the “what,” they’ll sell more effectively, and your station’s digital reputation will soar.

Is Advertising on Your Website the Best Digital Option?

 

Before you recommend Google Ads, Facebook campaigns, or banner placements on third-party platforms, stop and ask: Could advertising on your station website actually deliver better value to local businesses?

It might sound bold—but if your site has strong content and consistent traffic, it absolutely can.  One of my website affiliates did the math with one of their clients and found that the client’s banner ad placed on their news website offered a 4:1 better value than what the client was paying someone else for Google ads.

Think about it: You already have the audience, trust, and a brand known in the community. Unlike social media, where your message can vanish in an instant, a well-placed banner or sponsored content post on your site can stay visible, trackable, and integrated with your on-air messaging.

But here’s the catch—none of this works without the right foundation. Advertisers will only want to be seen on your site if people are actually visiting it. That’s why building regular, engaging, locally relevant content is key. Your site must be more than a stream button—it has to become a destination.

Once your website is consistently drawing in local visitors, you’re in a powerful position to offer digital ad inventory that’s aligned with your brand, backed by analytics, and trusted by the community. You’re not just competing with big tech—you’re offering something they can’t: local context and real influence.

Final Thought: Be the Station Other Stations Want to Copy

 

Digital dollars are growing fast and more advertisers are looking for multi-platform solutions. You have a chance to lead. But solid leadership starts with getting your own strategy right. Make your website your most persuasive sales tool, your most active brand channel, and your most effective teaching example.  Then, go help your clients do the same.

Pic generated by Leonardo.AI

Jim Sherwood is a radio veteran turned digital strategist dedicated to helping radio stations thrive online through engaging websites and mobile apps. As the founder of Skyrocket Radio and host of the Better Radio Websites podcast, he shares best practices to help stations grow audiences and revenue in the digital space. With decades of experience in radio and a passion for connecting content with listeners, Jim ensures that every station—no matter its size—can make a lasting impact online.