Planning your school's Web site requires careful thought and attention to detail. What sets some school Web sites apart from all the others in terms of the impression they convey about their schools? Should a Web site be professionally designed? Why are some sites easy to navigate and others hide information you want? We'll look at these issues and more.
Difficulty: Average
Time Required: twelve to eighteen hours
Here's How:
- Simplicity = Elegance
The acronym KISS (Keep It Simple Stupid) applies to Web page design as it does to so many things in life! I can't tell you how many times I go to a site which I have never seen before, and literally cannot find the information I am looking for.
Include a simple, intuitive navigation bar so your visitors can get around your site easily and find the information they need quickly. Don't forget to include the name of the school and contact information on the splash page. - Make It Load Fast!
Your readers want to point and click, not point and wait. Eliminating slow loading graphics or fancy flash pages makes your school's site much more accessible and appealing. Spare them the school song as well. Make any audio an 'optional' extra. - Have It Designed Professionally!
Your Public Relations and/or Marketing staff should plan the site. The concept and content must be the result of a good PR office's knowledge of who the school's trying to reach, what the present constituency is, and what the target audience for the future might be. A well-designed Web site is just as important a public relations tool as your catalog. - Safety Considerations
Leave out student pictures. There are evil people who prey upon young children. Don't expose your students to unnecessary risk by including class and team photos or shots of award winners. Use distance shots if you like. Just make sure that individual students cannot be identified if the photo is enlarged. - Include An On Line Admissions Form
Few people have time to call your school much less write in for an application form. On line forms are easy to set up and will make your back office people happy since the data will not have to be keyed in again. (A money saver too!) - What's It Like To Board?
Young people who have never lived away from home want to know what boarding school life is really like. So, post several student essays on that aspect of school life. Prospective parents will like that feature too. Show lots of photos of dorm rooms, dining halls, bath rooms and so on. - What Does It Cost?
If your school tuition is $12,000 a semester, why hide that fact? Set out the cost of attending your school in detail so that prospective clients know in advance what kind of a commitment they are getting into. Encourage parents to apply for financial aid. Explain how that works. - Where Do Your Graduates Go?
It's a question parents zero in on. Tell them. It helps them and consultants determine the best fit for a child. - How Competitive Is Your School?
State clearly if your school has 100 places and 600 applicants. It's an important piece of information which can save your admissions department many hassles.
Do you favor legacy candidates in any way? So state. - Sports
Lay out your athletics program clearly. Show the various levels of proficiency. Highlight the coaching and achievements. - Clubs
You are proud of the wide variety of clubs and activities which your school offers. List and explain them clearly. The depth and breadth of this side of your school's life reveals much about the community. - Important Changes
Do you have a new head? Has he or she made significant changes? Have you added another grade? Building a new arts center? Make sure you draw attention to recent developments. It could be an important for some parents. - In Conclusion
Your Web site is an electronic version of your catalog. Most of you spend top dollar for really elegant catalogs replete with professional graphics and superb copy. Compare your Web site to your catalog! Does it measure up? It should.
Tips:
- Leave out audio files. If you want to highlight something musical, make it an option which your visitor can click if he wants to listen to it!
- Avoid garish colors for background and/or text! It's difficult to read and looks amateurish.
- Keep your site fresh and up to date. Nothing looks more stale than the sports scores from five semesters ago.
- Small to medium sized schools will benefit from professional off site Web hosting. You'll save much time and stress by going this hosting route.
What You Need:
- A small committee to determine the general plan of the site
- Examples of Web sites you like
- A Web site host
- A professional Web designer
- A budget for the project
