Creating a podcast is a very involved, multi-level process. From pre-production and audio checks to design and analytics, it is easy to overlook steps that could make or break your podcast.
One piece that often goes unnoticed, despite its importance in centralizing all of your podcast content, is a podcast website.
Establishing a consistent, loyal listener base can be a strenuous task, but having a website streamlines the branded podcasting process exponentially. By offering an easy-to-navigate hub comprised of podcast descriptions, host biographies, new podcast content, and an archive of podcast episodes, a website becomes an effective medium to connect with your existing audience and get discovered by new listeners.
We put this blog together to help companies understand the importance of podcast websites and inspire them to create their own using best practices from industry-leading shows.
Let’s dive in!
What are podcast websites?
Podcast websites are online platforms or hosting services specifically designed for hosting and distributing podcast content. These sites typically take one of two forms. Some brands opt to make a dedicated podcast website, while others simply carve out a dedicated podcast space on their existing website.
Podcast sites provide a range of features and functionalities that make it easier for podcasters to upload, manage, and share their audio files with listeners. On the listener side, podcast websites provide a centralized platform where listeners can discover and access your podcast episodes and information.
These sites typically provide episode descriptions, show notes, transcripts, and additional content such as blogs or videos, enhancing the listening experience and enabling easy reference.
Most podcast websites offer options to subscribe, download, and stream episodes, ensuring accessibility and flexibility for listeners (we highly recommend any brand does this by embedding their episodes).
Reasons why your brand needs a podcast website
1. Improve your SEO
Audio indexing remains a significant challenge for Google, hindering the ability of podcasters to generate organic traffic solely through audio content.
To overcome this limitation, podcasters can leverage search engine optimization (SEO) techniques like optimizing website structure and content to enhance their podcast website's visibility and attract more visitors.
HubSpot found that 75% of searchers don’t go past the first page. To achieve favorable rankings, it’s crucial to create high-quality content for your website. For your podcast, high-quality content can come through episode descriptions, show notes, blog posts, videos, and website copy.
Additionally, incorporating relevant keywords in your content along with meta titles and descriptions, play a vital role in improving your website's SEO performance and attracting the right podcast audience.
2. Promote RSS feed subscription
A podcast RSS feed is necessary for your podcast. Without one, your podcast isn’t able to communicate with listening apps.
As a podcaster, you want to maximize the number of subscribers to your feed, a.k.a your podcast subscribers. When users discover your podcast website, you can add CTAs and direct users to listening apps to subscribe.
One effective strategy is to feature the official logos of popular listening platforms on your website. We recommend incorporating subscription logo links to prominent platforms like Apple Podcasts, Google Podcasts, and Spotify on your podcast website.
3. Leverage monetization opportunities
Podcast websites provide countless opportunities for customization, allowing you to explore various avenues for generating revenue (depending on the size of your audience). For instance, you can offer paywalled content through a private podcast feed or set up a Patreon account to provide exclusive additional content.
By attracting a large and engaged audience, you can leverage sponsorships, partnerships, affiliate links, and advertising to generate revenue. If applicable, your podcast website can serve as a gateway to other products or services your brand offers, such as online courses, books, or merchandise.
4. Gather more data and analytics
As every marketer knows, collecting podcast data isn’t the easiest task. However, by centralizing data-collection efforts on your site, you can gain a better understanding of your podcast’s target audience and use this information to shape content, prioritize marketing channels, and enhance lead-generation efforts.
With your website set up on analytics software such as Google Analytics, you can access detailed traffic information, such as the number of visits, average time spent on a page, and other useful data around audience demographics.
Analyzing these logs can offer insights into the browsing habits of podcast listeners. For instance, if a particular blog post receives high traffic, it may be worthwhile to explore its content in a future podcast episode.
Aside from analytics software, there are various other methods to gather visitor data. Incorporating a comments section or star-rating scale within each podcast episode allows for direct engagement with listeners. Additionally, implementing a contact form, activating cookies, and including an email registration form for a newsletter are effective ways to collect data from listeners.
This information, alongside a podcasting tool like CoHost, makes it easier for brands and agencies to collect relevant data and analytics that help measure ROI, optimize lead generation, and create a better listening experience.
5. Streamline your marketing efforts
A podcast website acts as a centralized hub, consolidating all your show's marketing channels into a single location.
By integrating social media links, contact information, newsletter sign-up forms, updates, blogs, behind-the-scenes footage, videos, and other podcast-related content, your website offers a comprehensive experience for your audience to discover and engage with.
Although each marketing channel (website, social media platforms, newsletters, subscriber directories) provides a means to communicate with your audience and distribute content, a website serves as the linchpin connecting them all seamlessly.
This not only helps your users better navigate all of your podcast-related content and channels, but it also helps you visualize what platforms and what kind of content your listener base engages with most.
6. Convert listeners to customers
A podcast website serves as an effective conversion tool for brands.
By housing each episode alongside relevant product links, service descriptions, or blogs, it can educate listeners about offerings and pique interest. Additionally, strategically placed CTAs can direct visitors to subscribe, download, or make a purchase with your product or service.
Also adding interactive elements can entice users to explore more of your site, creating further engagement touchpoints and possibly turning that listener into a qualified lead and maximizing the return on your podcasting investment.
Podcast website examples to inspire you
Uberflip: The Marketer’s Journey
Uberflip’s podcast page is an engaging hub for marketers. Each podcast episode has a unique, dynamic graphic that is all unified and on-brand while also providing enough information to get listeners engaged. The page is well organized, highlighting their latest episode and season and categorizing their older episodes below.
SickKids: SickKids VS
The SickKids VS Podcast website lays out each episode as a “story behind SickKids discoveries.” Each episode is highlighted with a relevant image and supplied with a full synopsis and streaming links when clicked. This layout ensures that the main page is not overwhelmed with information, but allows engaged listeners to learn more about, and ultimately play, episodes that interest them on their favorite podcast platform.
Expedia: Powering Travel
Expedia’s “Powering Travel” podcast website provides everything a new or returning listener needs to get a good sense of the show or jump into the latest episode. The site conveys an array of information, like show and episode descriptions, host and guest information, and six different listening options without the site feeling busy or overwhelmed. With gorgeous photos sprinkled among branded graphics, this podcast will certainly awaken your travel bug.
PwC: Finance in 15
The PwC “Finance in 15 Podcast” page is both engaging and navigable. At the top of the page, new listeners are met with a clear and concise description of the podcast, followed by links to all of the major podcast platforms along with a playable, in-site recording of their latest episode. At the bottom of the page, the site guides you to other “relevant content,” encouraging viewers and listeners to continue navigating other areas of PwC.
CIBC: The CIBC Innovation Podcast
The CIBC Innovation Podcast website lives on their site under their “Commercial” tab. The page is well-designed and includes all of the necessary components to engage existing audiences and new audiences alike. This information includes the show’s description, past episodes, streaming links, and a large highlight dedicated to their latest episode.
Creating your brand’s podcast website
In a digital landscape saturated with various content formats, brands need to think strategically about how to engage with their audience effectively.
A podcast website offers a unique platform to amplify your brand's voice, engage your audience, and increase reach - all while boosting SEO. By investing in a podcast website or placement on your existing site, you can build brand awareness, boost visibility, foster a loyal community, and stay ahead of the competition.
If you’re interested in learning more about podcast hosting and launching your podcast website, reach out to our team.