IMO, you ought to add regular weather to your site, too - people are more likely to see your data if they're visiting your site for information regularly already.
Weather.com is for knowing whether you should carry an umbrella when you go to the office tomorrow. Stormpulse is for knowing whether you will still have an office to go to. When serious professionals need to make critical decisions to protect lives and property, they trust us to give them the data they need in a form they can use.
Stormpulse: We Don't Even Have An Icon For "Partly Cloudy"
If this is the case, they should ditch the banner ads. On my laptop, with a vertically maximized browser window I can see three ads (EyeQ, LifeLock, and a google text ad that promises to let me know a shocking secret about coffee), but I can't see the legend.
That seems like the model for a site that is trying to make money by having a large volume of visitors clicking ads, not the model for a site that wants serious, important people who have some reason to care about weather.
We also get a large volume of traffic, so it doesn't make much sense not to monetize it.
By the way, the eyeQ ad is a direct sale to someone that cares a lot about severe weather. I agree it would be great if all three were severe-weather-related, but we're not there yet.