Defining Your Radio Station Website Goals

<p>Before you sit down to make your list of website goals, you need to know why your site exists. Please don’t say, “because everyone including my competitor does” or “for better branding”. Neither of those is the proper response. What action do you want your website visitors to take? What do you want them to do or know once they’ve left your website?</p> <p><strong>Do you want them to…?<br> </strong>- Give you their contact information?<br> - Be converted in some way?<br> - Be informed?<br> - Click on client advertising?<br> - Stream the station.</p> <p>Specific visitors may have completed all of these by giving you their information, signing up for your newsletter, listening to the station, etc. So, now what is the purpose of your website? <u><strong>Retaining them by getting them to return on a regular basis.</strong></u></p> <p><strong>What ongoing website goals should you set?<br> </strong>1) <strong>Increasing traffic.</strong> Work to increase your monthly visitors on a consistent basis.<br> 2) <strong>Generating more content.</strong> Fresh content simply improves traffic.<br> 3) <strong>Decreasing your bounce rate.</strong> “Bounce rate” is the percentage of people who leave your site after just going to one page. What do you have in place to ensure they do something else once they’ve consumed what got them there?<br> 4) <strong>Raising your conversion rate.</strong> If you want visitors to signup for your newsletter, stream the station or fill out a form, then track those conversions and work to increase them month over month as well.<br> 5) <strong>Increasing your e-mail subscribers. </strong>Email subscribers provide a great opportunity to keep your listeners informed and it’s a great opportunity for your advertisers as well as they can know what kind of customers you can offer them.<br> 6) <strong>Increasing online advertisers.</strong> Every radio station website should be a money-maker in some way. A Digital Inventory List can help so that everyone knows what is available.<br> 7) <strong>Increasing