But having toured about 75% or so of commercial radio station websites here in the UK, it's clear that the opportunity hasn't been spotted yet. With a few notable exceptions, commercial radio websites are prosaic, predictable and limited. And compared to many local newspaper websites, they're a sorry tale of missed opportunities. I admit that, in general, Daily Bugle sites are designed hideously but the point is - content is strong.



So what do we find on most commercial radio sites? Yes, pix and biogs of the DJ's are interesting?.up to a point ? but look at the cheesy photos! As for as those flip, ?funny? Q & A biogs. Well, don't get me started.

Then we move to the station's programme schedule - useless information because it's the same every day. That is, unless Dave is sick or on holiday when sadly, more often than not, the site's not amended in time to name the swing jock.

And the station playlist ? interesting to anoraks and the certified, but to most balanced, intelligent people ? give me a break!

Blurb about the station? Fine. Invitations for dedications and phone-ins? Fine. Promotions for on-air contests? Fine. The weather and a local news ticker-tape? Fine ? sort of.

But that was about it?with a few exceptions. As a package ? most were very missable. So, think about the lost opportunities? Opportunities to support your brand, to become an essential visit, to position your station as the only listen in town, to convert the ?unconverted?.

I can only assume that stations don't know of, or can't afford to invest in, good web designers, webmasters and /or seo's. But listen up, station directors. The web works. And if you're clever and imaginative, a good website will, at least, cover its costs but, more likely, make you money. That's before you start thinking about the hidden benefits.

Radio stations already have a close relationship with listeners although networking and automating may render listeners less engaged and loyal. But here we have a medium which is the perfect partner for radio: a medium to which stations can direct listeners for additional content or for information that's unsuitable for broadcast, i.e. lists, leagues, news pictures, podcasts. In other words, essential or useful content

What was striking about my journey around commercial radio websites was how much focus there was on music and jocks, and how little there was on trying to ?own? their broadcast areas. The thrust of most websites was, I thought, ?me, me, we, we, us, us?. They weren't about ?you? ? listeners and advertisers. It was a ?here we are, this is what we do, don't do much else? approach. There really was little reason to want to re-visit. Hardly a site was memorable or likely to generate a conversation or a conversion.

So, might we simply make more of a commitment to engage those who listen and those who don't? Well, let's start with an easy one: newcomers to the area ? immigrants, if you like! I didn't find a single station running a ?Welcome to the (Area)? page. I don't mean the obvious list of local businesses. I mean a list of useful and important local numbers. I didn't find a podcast from the Mayor or a local MP or, worse, the station welcoming them to the best city in the UK, or a local map; or a list of relevant, useful local websites: where's the late night chemist? what superstores are open until midnight? what time's the last train from Bigsville? All nice stuff to promote ?on-air? without destroying the music format. A good way for a station image itself. Easy to manage. And potential for a little sponsorship.

Let's move on to local sport. Also death on the radio. But a station website carrying the local leagues is of local interest to the hundreds who play football, cricket, golf and so on. Content like this gives people a reason to visit a station's website, and from there you have the chance to convert. It's another great way to image local content without having to broadcast it. And there are plenty of amateurs to provide the content.

Local gigs and ticketing. Some make the effort but most don't. In general, promoting a naff local gig on-air is slow way to die. We've all heard those ghastly scripts: ?Listen up rockers. The Nosebleeds are the Victoria Arms in Nile Street tonight. Starts at 8. Tickets three pounds fifty?. Aaargh! The answer is a ten second promo directing listeners to the ?gigs? page of a station website. There they'll find a picture of said Nosebleeds. Perhaps even a biog and a couple of ?taster? songs ? after all you don't actually want play their stuff!