Are Podcast Websites Still Relevant in 2025?

There’s no doubt about it – the way we use the internet is changing, and pretty drastically at that. 

Search engines like Google, Bing and Yahoo! were once synonymous with being online: Switch on your computer, open up a browser and type something in that will take you to the website you’re looking for. 

But a few technological developments have changed this behaviour in the recent years. For example, the proliferation of smartphones means we use apps and social media to find answers just as much as we use search engines. And the latest big shift? AI, of course! 

So, what impact is this change having on websites and how podcasters use them to host and promote their shows? And what should you do with your podcast website to ensure it keeps working for you and your show?

Subscribe or follow Podcraft on your listening app of choice!

What’s Threatening Websites Right Now?

In a nutshell, the threat to websites right now could be described as “a decline in organic search traffic.” Even some of the biggest and most successful websites are seeing a big drop in visitors who find their websites via search engines. So if you’ve noticed your traffic numbers slowing recently, you’re not alone. 

This is happening for a few reasons. For one thing, people rely a lot more on social media to look up brands and find answers than they used to. The rise in smartphone use also means we don’t always need a browser to do what we want to do online—we can just open an app instead.

But the biggest change impacting search engine traffic is that people are turning to generative AI tools for quick answers instead of search engines. In fact, this is so common nowadays that you may have noticed search engines like Google have started providing their own AI-generated answers at the top of search pages in full, so you don’t even need to visit the websites listed below to find the answers.

Here’s what Google searches look like nowadays, prioritising AI content even over sponsored ads that make Google money:

But AI isn’t solely responsible for this trend. Google has been answering some search questions for years now, leading to the rise of “zero-click” searches.

So, if fewer people are landing on websites, what does that mean for their future?

Do Podcasters Think Websites Are Still Important? 

In a recent survey, we asked independent podcasters whether they think a dedicated podcast website is still important. Here’s what they said:

Almost 80% in total said they believe podcast websites are still important, with 43% strongly agreeing.

Let’s take a look at why a dedicated podcast website should still be an integral part of your workflow, despite these changes in how people use the internet. 

Why Podcast Websites Still Matter

AI relies on your website to provide accurate data 

Somewhat ironically, you need to keep your website alive so that listeners can use AI to find you instead of your website.

Confused? Well, generative AI tools rely on good websites to actually work.

These tools scour the Internet for the most relevant information, presenting answers in a clear and concise way for searchers. 

So if you don’t have a well-structured website that includes the right niche keywords, it’s possible that you won’t be included in podcast-related search queries. And even if you are included somehow, even without a website, the information the AI provides might be incorrect. So, in this sense, keeping an up-to-date website is even more important than ever.

You have total control over your website

Unlike social media or listening apps, your website is the one platform you have complete control over.

Just imagine that you put all your effort into building your podcast on one single platform, like Spotify or YouTube, only for it to disappear virtually overnight, or for the platform to begin removing your content without your consent.

Having a website for your podcast means you can link out to all the different listening platforms your RSS feed takes your show. That way, people can choose which listening platform they prefer, and it’s not the end of the world if one day one of those options disappears.

And while AI search may be an exciting new way to gain visibility for your podcast, what if tomorrow, ChatGPT began charging podcasters to appear in its recommendations? These big tech companies can do whatever they want; unfortunately, the internet is a pay-to-play world.

Websites create trust and authority

Having a website for your podcast will always do great things for creating a trust network with your listeners. That’s not something that will change.

As one podcaster who took our survey said, a website “legitimizes your show and takes it to a new level.” Another survey respondent spoke about how, as a new podcaster, having a website was essential to kicking things off:

“I haven’t launched yet so I can’t speak to how vital it is after, but it has been so helpful for providing a credible foundation as I reach out to potential guests without any episodes that are live.”

Websites create a home for your podcast brand 

Podcasting can be super fragmented. And while this is part of the beauty of open podcasting, it’s good to have a central home for your conent, too.

One survey respondent highlighted that as choices grow, it’s good to provide a go-to, easily accessible option for listeners:

“The more we advance in-device-dependent technology, there are still individuals needing a landing page and an “easy” spot to go to versus having to perform a search for the podcast you want on other platforms.”

So, in terms of accessibility, having a home for your podcast brand makes it easier for people who are less tech-savvy or are completely new to podcasting to find your show. While it’s not a good idea to host episodes directly on your website, it’s a place where you can link out to all the places you do host your show.

Another anonymous survey respondent said:

“For me, [a website] is akin to having a home address. In the digital age, as much as one can in a digital format, it connotes permanence.”

The website itself can even become an essential part of your brand. Fred Hoffman from the Garden Basics with Farmer Fred podcast told us that his website has become an essential part of how he talks about his show: “You can find it at GardenBasics.net”

Websites convert sales

Many podcasters offer products or services that accompany their free content. And whether you’re selling an ebook or a year of one-on-one mentorship, the best place to send potential clients and customers is a landing page on your website.

Even if you use third-party tools to handle the transaction or deliver the goods, it’s best not to send them there directly when mentioning it in your CTAs. What if you had 100 episodes pointing the listener to a platform that either shuts down, or one you moved away from? Having your own optimised landing page, fully under your control, negates all of that.

Websites allow you to add extra media

As audio lovers, we wouldn’t dream of implying that audio content isn’t enough for listeners. But another nice thing about hosting your audio on your podcast website is that you can add additional media to enhance listeners’ experiences of your show.

This is something that a lot of survey respondents said they’re doing with their websites:

“I like using my website to add additional photos and resources to share with listeners.” – Yvonne at the PTA Podcast.

“Having [a website] with a visual archive is, in my opinion, a handy tool for the users” – Jeff Bloomfield at The Driving Change Podcast.

“A website is a good place to put further information, links, gallery etc. to support and expand on your podcast content ” – Anonymous respondent.

“[Websites are] a great place to hold all podcasts at a central point and have a link to, perhaps, merchandise, etc.” Martin Dickerson from the Peace Unplugged Podcast.

A Website is What You Make It

Of course, it’s not just about having a website but also about what you do with it to ensure it stays useful for your listeners. If you don’t already have one, then our ultimate podcast website guide can help you get set up, no matter your budget or technical knowledge!

And, if you’ve got any thoughts, lessons, or advice on running your own podcast site, be sure to share them with us in the IndiePod Community.