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Understanding the Audience for Your Website

April 04, 2022

Many schools fall into the trap of building a website for one audience - prospective families. Even worse, some schools build a website with only current families in mind. Often schools forget to think about the diverse audience that will be visiting their website. This leads to many missed opportunities for donations, alumni connections, and community support.

While prospective parents should always remain the key audience, and a school’s site map, photos, and layout should cater to their needs, it is important to think about how a website can be welcoming and accommodating to all viewers and here are some prime examples of those viewers:

  • Your largest audience is your future families. Can they see themselves at your school? Would their children fit in with the community? What is a day in the life of a student like? Prospective parents want to understand who you are just by exploring your webpage, assume they won’t come for a tour unless they have already fallen in love with your virtual presence.
  • The website can be a source of revenue too! Don’t forget about your potential donors. Online donations are quick and easy for people to participate. Your “Donate Now” button should be front and center, and your donation form should be quick and easy to fill out.
  • Use your website to connect with alumni. They can be great ambassadors for your school and maybe future donors or parents in your community. Have a place they can call their own and connect with your school today.

Make sure your site is up to date, matches your narrative, and reflects the culture and community the visiting team will see when they arrive. Also, remember that it is okay to showcase your school’s success and strengths online.

Contact us today for an evaluation of your current site and a free website mockup to help you meet the needs of all your audience members!