Building a Podcast Website That Converts

Websites That Work vs. Websites That Exist

Your podcast gets 1,000 website visitors a month—but how many become subscribers? If you don't know, that's a problem.

Many podcast websites are just link collections: Apple Podcasts, Spotify, RSS. Visitors land, find a button, and leave. Here's the thing: that's a conversion rate of nearly zero.

A good podcast website keeps visitors engaged and converts them into subscribers. It answers questions, builds trust, and makes the next step obvious. The difference between a website that exists and one that works comes down to intention.

Your website might be the first impression someone has of your show. They clicked a link from social media, found you in a search result, or got a recommendation from a friend. What happens in the next 30 seconds determines whether they become a listener.

The Cost of a Bad Website

When your website fails to convert:

• Traffic becomes waste - People visit but don't subscribe
• SEO efforts miss their target - Rankings don't translate to growth
• Referrals die - Friends send links that don't convert
• You can't track attribution - No way to know what's working

Essential Website Elements

Above the Fold

The first screen visitors see must answer three questions immediately:

What is this show about?

Your value proposition should be visible without scrolling. Not your show name, not your tagline—the actual benefit to listeners. "Weekly conversations about building startups" beats "The Founders Journey Podcast."

Can I hear it right now?

Include a play button that works immediately. Let visitors sample your content without leaving the page. Auto-play is annoying, but easy access to audio is essential.

How do I subscribe?

One-click access to their preferred platform. Don't make them hunt. The most common platforms should be visible immediately.

Can I stay in touch another way?

Email capture gives you a direct line to potential listeners. Not everyone will subscribe to a podcast app on first visit, but they might join a mailing list.

Below the Fold

For visitors who scroll (about 50% will), provide:

• Episode archive - Searchable, browsable, organized by topic
• About section - Host bio and show description with personality
• Popular episodes - Where should new listeners start?
• Social proof - Reviews, download numbers, notable guests, press mentions
• Topics covered - Categories or tags that help visitors find relevant content

Conversion-Focused Features

Episode Pages That Work

Each episode deserves its own page with:

Embedded player: Don't force visitors to leave your site. Let them listen right there. Most podcast hosting platforms provide embeddable players.

Full transcripts: For readers, accessibility, and SEO. Publishing transcripts on your episode pages turns your audio into searchable text content. They also serve visitors who can't listen at the moment but want to consume your content. Use a transcription service to generate transcripts, then add them to each episode page.

Timestamps for navigation: Show visitors what's covered and let them jump to specific sections. Timestamps respect their time and help them find what they need.

Related episodes: Keep visitors engaged by surfacing similar content. If someone likes one episode, help them find more.

Clear subscribe CTA: Every episode page should make subscribing easy. Include platform links and a brief explanation for podcast newcomers.

The Subscribe Page

Create a dedicated page for subscription options:

• All platform links in one place - Apple, Spotify, Google, Overcast, Pocket Casts, RSS
• Email newsletter signup - Capture visitors who prefer email
• RSS feed for power users - Technical listeners will want this
• Brief instructions for each platform - Not everyone knows how podcast apps work

Email Capture Strategy

Email is your insurance policy. Podcast apps don't give you subscriber lists. Email does.

Offer something valuable: Best episodes guide, exclusive content, episode notifications Prominent placement: Header, footer, and mid-page on popular content Simple form: Just email address, maybe first name. More fields mean fewer signups. Clear expectation: Tell them what they'll receive and how often

SEO Fundamentals

Your website can rank for topics you cover, but only if you optimize for search.

Technical Basics

• Unique page per episode - Each episode gets its own URL that search engines can index
• Descriptive titles - Include topic keywords, not just episode numbers
• Meta descriptions - Write compelling summaries that encourage clicks from search results
• Fast loading - Site speed affects rankings and user experience

Content That Ranks

• Published transcripts - Massive SEO boost from thousands of words per episode (must be publicly visible on your site)
• Internal linking - Connect related episodes to build site authority
• Detailed show notes - 300+ words of unique content per episode
• Topic pages - Aggregate episodes by theme for additional ranking opportunities

Mobile Experience

Over 60% of your visitors will be on phones. Your site must work perfectly on mobile:

• Fast load times - 3 seconds or less on mobile networks
• Easy-to-tap buttons - Minimum 44px touch targets
• Readable text - No zooming required
• Working audio player - Test on actual mobile devices
• Responsive navigation - Easy to find pages on small screens

Common Mobile Mistakes

• Tiny play buttons that are hard to tap
• Horizontal scrolling due to fixed-width elements
• Pop-ups that are hard to dismiss
• Forms that zoom in awkwardly
• Platform links that are too close together

The Homepage Test

Ask yourself these questions while looking at your homepage:

• Can visitors hear the show within 5 seconds?
• Is the value proposition clear immediately?
• Can they subscribe with minimal friction?
• Would a new visitor know what the show is about?
• Does the page work on mobile?
• Is there a reason to come back (email signup, archive, etc.)?

If you answered no to any of these, you have work to do.

Testing Your Conversions

Track these metrics:

• Visitor to subscriber conversion rate - What percentage of visitors subscribe?
• Time on site - Are people engaging or bouncing?
• Email signup rate - Are you capturing visitor information?
• Episode page engagement - Do visitors play audio?
• Platform click distribution - Which apps are most popular?

Related Resources

Maximize your website's impact:

• 7 SEO strategies to get your podcast discovered - Drive traffic to your site
• Best practices for podcast show notes - Create episode pages that convert
• Podcast analytics: what metrics actually matter - Track what's working---

Build a Site That Converts

Bottom line: your website should turn visitors into subscribers. Every element should move them toward that goal.

Ready to make your website work harder? Get started free and get transcripts you can publish on your episode pages.