A school site has to hold two audiences at once. A parent deciding where to send their child is doing careful, sceptical research, often late at night, and wants specifics. The institution itself needs to read as credible and established to everyone else who lands there. Those two jobs pull in different directions, and the structure had to carry both without the site turning into a brochure for one and a wall of text for the other.
The problem
A private school needed a site that could speak to two very different audiences at once: parents deciding where to enroll their kids, and the school's own credibility as an institution.
What we built
A clean, trustworthy site organized around admissions, academics, and campus life, built to answer a parent's questions before they have to email anyone.
- Admissions given its own path
- The question a prospective parent came to answer is treated as the main route through the site, not a link in a menu.
- Academics laid out plainly
- What is taught and how, in enough detail that a parent can judge it without having to ask.
- Campus life shown, not claimed
- What the place is actually like day to day, which is the part a prospectus never quite manages.
- Answers before the email
- The site is built to resolve the ordinary questions up front, so contact is a next step rather than a prerequisite.
Where it landed
Parents research schools long before they call anyone. This site is built for that stretch of the decision, where the only thing working on the school's behalf is what a stranger can find and read on their own.
Parents research schools online before they ever pick up the phone. This site gives them a reason to keep reading instead of clicking away.
What the client said
Dancy Digital did a great job with our website. We had a lot we wanted to show between the academics, athletics, facilities and everything else, and they made it all come together really well. The site looks great and is a lot easier for families to navigate.
LAB University Christian AcademyPrivate schoolNext project
Flow Cooler