Should you include audio in your website content? Here are 7 times you should.

The web design world has long criticized audio-based website content, but recent trends have designers wondering if it’s finally time to abandon the old ways. 

The early days of web design didn’t accommodate audio website content. The trend of no audio on the internet mainly was because file compression technology hadn’t evolved enough. It didn’t help that a few enterprising web designers were as enamored with terrible audio as they were flashing text.

It’s 2024, and things have changed. Audio is now a key component of many successful website content plans. Let’s discuss why you should follow the trend.

The Unexpected Growth of Audio Website Content

The popularity of audio website content is on the rise for hundreds of reasons, but chief among them is the proliferation of affordable Bluetooth-enabled wireless headphones. An industry report from Edison places US Bluetooth headphone ownership at more than 166 million, meaning more than half of the US has access to wireless headphones. 

The rise of TikTok and, subsequently, Instagram Reels and YouTube Shorts not only allowed users to share audio as a feature of their video content but centered the audio, leading to a “#SoundOn” trend to let viewers know the audio was a significant part of the content. Now, #SoundOn is assumed. 

But we have to take a few steps back to fully understand the rise of audio content and why it’s poised to stay around for a while.

Audiobooks

Audiobooks have long been popular for public library patrons, commuters, and “readers” with limited time. Audible stepped in to digitize and republish Audiobooks at the turn of the century before Amazon purchased the company in 2008. It put its total weight behind the audio publisher, driving popularity.

Podcasts

Along a similar timeline to audiobooks, podcasters like Bill Simmons and Marc Maron began pioneering what was then considered an ad-driven digital internet radio show. A few national radio syndication groups, like National Public Radio, repurposed their broadcast shows and podcast content. 

Since then, the casual interview model has been (and remains) the dominant podcast genre, but in 2013, the producers of This American Life released Serial. This podcast changed the podcasting and true crime industries for the foreseeable future and has since been listened to hundreds of millions of times.

Youtube

As podcasts became more popular, the lines between podcasts and YouTube vloggers merged. Traditionally, audio-only podcasts broadcast live video recordings, while vloggers experimented with the casual podcast format. 

Shorts / TikTok / Reels

Finally, as long-form audio rose in popularity, short-form audio-centered content became the driving trend in social media. TikTok capitalized on sharing popular music and sounds between content creators. 

YouTube combined these audio remixes with its incredible video platform and (Google) algorithms. 

And Instagram Reels brought these features to social media users who weren’t interested in trying new platforms. 

Thanks to this rising tide of audio content, internet users are no longer shocked when they encounter audio content on your website. In fact, many are searching for it. Organizations that publish a large quantity of written content are now offering an audio version of that content on their websites and blogs. 

7 times you should use audio website content

Using audio on your website can increase accessibility, enhance the user experience, and dynamically convey information. Here are some scenarios when incorporating audio can be beneficial:

1. Background Music or Ambiance: 

Use branded background music or ambient sounds to create a pleasant atmosphere for visitors. This is an excellent tool for helping brands shape their image and associations. 

Is your brand stress-free? Use soothing nature sounds or down-tempo ambient music.

Is your brand fast and cutting-edge? Find some urgent or suspenseful sounds. 

2. Podcasts or Interviews: 

Many organizations already have podcasts, and some that don’t publish “official” podcasts have employees already publishing industry-relevant audio. 

Embedding podcast audio players within your website allows a new audience to engage with the content you’re already creating. These are also great opportunities to build trust with an audience and answer common questions with a real human voice.

Plus, you can create new blog posts or pages each time a new episode is released, growing your SEO footprint and share of relevant search terms. 

This tool is especially effective for thought leadership websites, news outlets, educational platforms, and B2B service providers. 

While a good podcast takes much production, turning on the mics and talking doesn’t always take as much mental effort as other forms of content creation. Many organizations find that having a podcast drives the rest of the SEO and content efforts. 

3. Instructions and Tutorials

For products with multiple steps or that require a little more explanation, audio or audio-driven video can serve as a great instructional medium. 

Incorporating audio instructions can complement written text and visuals, providing additional clarity for users.

It’s also essential to consider how a user will engage with your content. 

For instance, an auto parts company may publish DIY auto-maintenance tutorials. But most people have gloves (or grease) on their hands when working on their cars, so they can’t swipe through instructions. They would probably rather put on headphones and focus their hands and eyes on the project. 

The same is true for organizations that publish cooking, DIY, and fitness content. 

4. Product Demonstrations

The internet is littered with gearheads devising new adjectives to describe the different tones of musical instruments. “This guitar sounds scrungier than that guitar.” 

But thanks to audio, it doesn’t have to be that way. 

Music instrument shops, sound equipment retailers, language learning courses — if you have an audio-based product, show it off. 

Or, if you have an especially quiet product, you can take inspiration from the classic Rolls-Royce ad, “At 60 miles an hour, the loudest noise in the new Rolls-Royce comes from the electric clock.” Use an audio player to show precisely how little sound your product makes. 

5. Customer Testimonials

Happy customers are the best salespeople. The only thing more believable than reading a customer testimonial is hearing one in the customer’s own voice. 

Hearing an authentic human voice evokes a sense of trust, especially with large purchases and in deeply personal industries like coaching, consulting, and personal development, which can be transferred onto your brand. 

6. Interactivity

Audio cues can work much like the haptic cues on our cell phones. Think about how, when you hold down an app or link for longer than a second, your phone will let out a slight vibration to let you know it registered your long-press. 

Creating multi-sensory experiences, even at the most superficial level, can exponentially impact the user’s behavior and experience.

Audio cues can also be used as intentional web design signals to help users navigate your website or spur them to the next decision point. 

7. Multimedia Presentations

Incorporating audio narration or background music into your presentations, slideshows, or video content can make them more engaging and immersive. 

Adding an audio layer is helpful for websites showcasing portfolios, case studies, or company presentations, especially those that are already highly visual. Audio can add a layer of information without crowding the visual space with text. 

Audio website content is an accessibility tool

One barrier to entry for audio content is the long-held perception that listening isn’t as valuable as reading. This perception likely began with book fans accusing audiobook listeners of not “actually reading.” 

But as audio became increasingly popular, it also became more acceptable. With that rise, researchers found that not only does audio consumption of information count, but for some people, it’s more effective.

In a growing body of literature on different learning styles and levels of learning ability, researchers are finding that audio content simply makes information more accessible to more people.

When implementing audio on your website, it’s essential to consider accessibility, user preferences, and the context in which the audio will be used. 

Get Audio Right

When it’s finally time to add audio to your website, give the user control. They need to have the option to control the volume and turn it entirely off. They should also be able to enjoy the experience no matter what device or screen reader they’re using to navigate the internet. 

Do you need a content partner?

Content Workshop specializes in creating content marketing experiences that drive user engagement for our clients. If you’re still unsure about what kind of content your organization should create, reach out to one of our website content strategy experts.