KTCRfm (Keynsham Town Community Radio)

Keynsham Town Community Radio station (KTCRfm) is a CIC (Community Interest Company) based in Keynsham, serving Bristol, Bath, The Chew Valley and surrounding areas with over 400,000 listeners.

Objective: Keynsham Town Community Radio (KTCRfm) needed to completely overhaul its online presence to transition from an outdated, volunteer-built platform into a modern, professional digital hub. The primary goals over the six-month project were to:

• Attract Listeners, Volunteers, and Advertisers: Establish a credible, professional brand identity to expand local reach and encourage commercial sponsorships and community volunteer applications.

• Modernise User Experience & Navigation: Restructure page architecture to make the site intuitive, accessible, and easy to navigate for diverse listeners.

• Streamline Station Programming: Integrate an interactive, live programme schedule so listeners can effortlessly discover shows and tune in.

• Empower the Internal Team: Implement digital measurement tools (Google Analytics 4, Google Business Profile) and deliver clear training so non-technical volunteers could independently manage and measure station performance.

Challenge: KTCRfm’s original website had been hurriedly assembled three years prior by station volunteers with limited web development and marketing experience. Key challenges included:

• Unclear Content Strategy & Disjointed Navigation: The team struggled with defining what content should live where, leading to cluttered layouts, poor hierarchy, and low engagement.

• Ineffective Conversion Paths: Calls-to-action (CTAs) were weak or buried, failing to elicit clicks or direct enquiries for volunteering and advertising partnerships.

• Zero Performance Visibility: The station operated with no analytics infrastructure, leaving the team blind to audience size, listener geographic distribution, or top-performing shows.

• Resource & Skill Constraints: Because KTCRfm operates as a community organisation without dedicated IT staff, any new solution had to be simple enough for management volunteers to update and maintain without external ongoing developer dependency.

Result: Working in partnership with a WordPress web designer, I audited the legacy site, mapped out page-by-page design and content recommendations, refactored UX conversion pathways, and integrated complete analytics tracking.

• Streamlined, Conversion-Focused Website: Delivered a clean, modern layout featuring optimised landing pages and prominent CTAs that prompt direct enquiries for sponsorship and volunteering.

• Immediate Inflow of Volunteers & Global Listeners: Within months of launch, KTCRfm began receiving recurring enquiries for volunteering and work experience directly through the website, alongside organic listenership expanding into international markets.

• Interactive Programming Schedule: Embedded an up-to-date, interactive schedule allowing listeners to browse real-time station programming and listen live.

• Data-Driven Empowerment via GA4 & GBP: Configured Google Analytics 4 and Google Business Profile from the ground up, delivering bespoke, non-technical training guides and resource documentation.

• Internal Team Autonomy: Station managers expanded their skill sets, taking full ownership of updating weekly programming, reviewing traffic sources, and using GA4 insights to shape ongoing marketing decisions.

Redesigned desktop homepage featuring streamlined navigation and a prominent “Listen Now” player.