Some schools use their website for a variety of purposes, from being able to update their existing community with school-related information to celebrating alumni successes. Whilst it might be useful to have a wealth of information on your website- but to whom is it actually useful? Perhaps to the job seekers or even your competitors! There is also big risk that you may lose business from your prospective customers who are also fiercely browsing a great number of other websites as part of their school search.
So, deciding and agreeing on the point of your website might sound like a simple idea, it is nevertheless a critical exercise that can have huge business impact.
When you walk into a shop, it is quite clear what the merchant is selling, what you can buy, the cost of items and how to pay for it. Your school website is your online shop and the real point of it is to provide information regarding your services (or school programme) and how your customers can enrol. In the schools that I have worked at, enquiries doubled the moment we stripped the website down to its bare basics and pushed only the key features that facilitate enrolment.
The 3 most salient things that you want people landing on your website to be able to do are:
1. Enrol easily
2. Understand what makes your school special
3. Contact you or talk to someone
Take a look at the homepage of a highly successful international school in Singapore, below, which illustrates this point perfectly.
Ensure these three items are clearly visible and you will be ever closer to closing!