It’s natural to glance at major market radio station websites and think, “We could never compete with that.”  But here’s the reality: you absolutely can—and probably already do.  Because when you look past the glossy banners and national promotions, what you’ll find under the hood is often shockingly underwhelming.

The Cookie-Cutter Trap 

Big broadcasters, especially those under national radio groups, use the same web templates across dozens—even hundreds—of stations. Click through ten different station websites from any major group and you’ll see the same layout, same features, same syndicated content… maybe even the same blog posts.  It’s corporate efficiency, not local engagement. And it shows.

The result? Sites that feel sterile, impersonal, and completely disconnected from the communities they’re supposed to serve.

Less Staff, Less Strategy, Less Local 

You’d think major markets have full digital teams working behind the scenes. Nope. In many cases, they have one or two people, if that, handling website updates for the cluster or even the entire region. That means…

– No meaningful local news

– No hometown sports coverage

– Minimal community event listings

– Contest pages that sit empty for months

It’s all top-down, pre-packaged, rinse-and-repeat content. While this may be suitable for national sponsors, it’s not great for listener loyalty or search engine love.

Here’s Where Smaller Markets Win! 

The good news is that you’re not stuck with that corporate copy-paste model. You’re running lean, you’re local, and you actually know your community. That’s your superpower.  Here’s how you can leverage it:

1. Design With Local Flavor: While the majors all look the same, your website can feel genuinely different—because it is. Local images, local headlines, and content written by people who live in your town will always resonate more than a syndicated Hollywood gossip feed. Your site doesn’t need to look “big market”—it needs to look local and real.

2. Own the Local Content Space: Big-market music stations rarely touch local news, and even many news-talk stations are cutting back.  If your station covers anything local on-air—crime reports, city council updates, school board decisions—you’re already ahead of the game. Repurpose every bit of this on your website. Make it the community’s go-to for what’s happening.

3. Make Your Event Calendar the Best in Town: Forget huge music festivals and stadium tours. Your audience cares about what’s happening this weekend within driving distance. Let your competitors ignore the neighborhood chili cook-off. You? You’re putting it front and center—and bringing in thousands of eyeballs because of it.

4. Run Real Contests People Can Win: Those national giveaways sound great on-air, but people know the odds. Your $25 local pizza gift card? That feels winnable, personal, and fun.  You can also build email lists, get social shares, and make your advertisers look like heroes in the process.

5. Showcase Real Local Advertisers: When someone in your town hits your website, they should see businesses they recognize, not national banner ads that follow them around the internet.  The big guys don’t even try to localize ads anymore. You can—and should. Local ads on a local website with local content? That’s a powerful trifecta that builds trust and converts.

Don’t Envy Big Market Sites—Beat Them 

Major market radio websites often look like they were designed by a committee and managed by no one. They may check all the corporate boxes, but they fail to connect with real people in real communities.  And that’s where you win.

With the right approach, your small/medium-market radio station website can be more relevant, engaging, and valuable to both listeners and advertisers. So, stop comparing yourself to what the big guys are doing—and start building something they can’t.

Need help making your website a true local standout?  That’s what we do at Skyrocket Radio. Let’s talk about how we can help your station rise above the cookie-cutter crowd—and finally make your digital presence as large and local as your broadcast signal.

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.