I’m writing this as I get ready to meet up with the owner of a local auto repair shop—a good friend I’ve known for 25 years. I helped him produce some of their early radio commercials, and we’ve stayed close ever since. Thinking about his business reminds me: just like a car, a radio station’s website needs a regular tune-up to keep it engaging with peak performance.

1. Start with Your Homepage: Open your homepage and pretend you’re a first-time visitor. Does it reflect today? Is the stream working? Is something local, timely, and engaging front and center? For example, what’s the biggest thing happening on your radio station? If it looks like it hasn’t changed in weeks, you’re giving visitors no reason to come back.

2. Fix What’s Broken: Click through your entire site—menus, contact forms, stream players, contest entries. Are you seeing outdated events or dead sponsor links? Fix or remove them. This small step builds trust and credibility with your audience.

3. Refresh Talent Pages: For many stations, talent is your brand. Ensure bios reflect current roles, include at least one personal or relatable detail, and feature updated photos. Make these pages human, fun, and worth reading.  Extra points if you can make them worth coming back to – like including blog posts, podcast episodes, etc.

4. Test Mobile Experience: Check your site on at least three mobile devices. Stream audio, browse menus, and try filling out a form. Mobile visitors should have just as smooth an experience as desktop users. If not, flag it for priority fixes.

5. Add a New “Digital Habit” Feature: Post a recurring feature that builds routine: Monday Morning Playlist, Wednesday Weekend Weather Outlook, or Friday Fan Poll. Repetition encourages regular visits.

6. Refresh Your “Advertise with Us” Page: Give this high-value page a once-over. When a potential client lands on this page, they are already interested. Give them a no-brainer reason to continue.  Is the contact info up to date? Does it clearly outline the benefits of advertising with your station? Include real numbers, testimonials, or a downloadable media kit to make it easier for them to say yes.

7. Promote It On-Air: Don’t just say, “visit our website.” Be specific and intentional. Mention the new poll, interesting news story, or contest. Give a compelling reason for them to jump on the website to experience or learn more about what they just heard on-air.

8. Look at Your Analytics: Log in and check your top pages, device breakdown, and bounce rates. Find one thing you can improve or replicate. Even five minutes here can offer insights and direction for your next website move.

Final Thought

One day of effort can make a big difference. A sharp, engaging website keeps listeners coming back and shows advertisers you’re serious about your digital space. Your online presence deserves the same energy as your on-air signal—give it a tune-up every so often and watch it perform.

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.