You’ve launched your school website, introduced it to your community, and started to see a positive impact on your Google ranking. Time for the next project, right? Not so fast. The reality is your school website is not a once-and-done endeavor. As the most valuable tool in your marketing plan, your website requires continuous updates and attention to make a lasting impact.

Whether you’re looking to drive more traffic to your admission application, boost your search rankings, or build your school’s online brand, use these tips to take your school website to the next level.

1. Choose High-Quality Images

Your school website is comprised of written copy and visual design. High-quality images will make your website stand out from the competition and create a strong visual identity for your school. Website visitors, including prospective parents, are quick to make a first impression. Make sure that each image has a purpose and represents your school’s brand and values. Don’t forget to optimize it for quality and size!

2. Incorporate Video

Beyond still images, many school marketers are realizing the importance of video content. While video is notably more expensive than other mediums, it’s worth the investment! A well-produced video holds attention and keeps website visitors on your page longer.

If budget is an issue, you could start small by creating your own videos in-house. Once you see proof of concept, you can consider outsourcing to an agency or production company.

3. Optimize for Mobile

We’ve all been there: pinching and pulling at your iPhone to read the text on a poorly optimized website. These days, more than half of all website traffic comes from mobile devices. If your school website isn’t mobile responsive, you could be serving your website visitors a lackluster experience (and losing visitors in the process)!

Whenever you publish new content — articles, videos, images, forms — test it to make sure it’s displaying as expected on mobile. This will keep visitors on your website longer, increase your conversion rates, and demonstrate your school’s expertise with technology and modern marketing methods.

4. Focus on User Experience

With every new piece of content you publish, your site map grows. Too much content can be overwhelming to navigate and can take away from other valuable pages. Consult your website analytics to see which pages are seeing the most traffic and which pages could use some love. This exercise will help you ensure that your important information, like school calendars and inquiry forms, are easily accessible. It will also show you which pages can be archived due to outdated or irrelevant information.

5. Keep Your Content Fresh

While your school website caters to an array of audiences, it’s important to prioritize prospective families. Every new landing page or blog post you publish should be geared to their needs. Keep a running list of frequently asked questions from prospective parents and incorporate the answers into your website copy.

Keep these five tips in mind for effective school website copy:

  • Highlight key information with headings, bullets, and numbered lists
  • Use the inverted pyramid method to prioritize important information
  • Be consistent with your tone of voice, spelling, and word choices
  • Conduct keyword research
  • Use clear calls-to-action to drive conversion

6. Prioritize SEO

Search engine optimization (SEO) is an ongoing process for driving organic traffic to your school website. By optimizing your content for specific keywords like “Chicago Montessori School,” you can attract your target audience and increase conversions. It’s important to note the ongoing nature of SEO; it’s not something you can set and forget. By making small adjustments to your website here and there, you can see big improvements in your organic ranking.

Here’s a few ways to keep SEO top of mind:

  • Creating new website content
  • Editing existing website content
  • Optimizing for new keywords
  • Adding frequently asked questions to high-traffic pages
  • Auditing existing content for low-lift optimizations

7. Monitor Conversions

Every marketer knows the importance of conversion. It’s how you measure the effectiveness of your various marketing campaigns and mediums.

In the context of your school website, you’re likely measuring several different conversion actions: inquiry forms, event registrations, and donations, to name a few. No matter the conversion, it’s important to keep a close eye on your conversion rate. Monitoring this rate over time will help you identify any performance issues and improve the effectiveness of your marketing efforts.

Building an Effective School Website

By using high-quality images and video, optimizing for mobile, focusing on user experience, creating fresh SEO content, and monitoring conversions, you can ensure that your school website is delivering its maximum value.

Is your current website built for success? If you’re ready for a change, contact us to learn how Digistorm Websites can transform your school’s online presence with a tailor-made site.