Just about every school website has the essentials: the About Us page, the Academics overview, the calendars and athletics information, and so on…. But are these pages truly working for you? Are they simply conveying information, or are they actively engaging prospective families and showing the community of your school?

Certain pages hold hidden potential— an opportunity to tell a story, capture the essence of your school, and connect with families on a deeper level.

Think beyond the expected. Instead of simply presenting information, use these pages to:

• Showcase the heart and soul of your staff and faculty. Capture their passion, expertise, and commitment to student success.
   
• Reveal the personality of your school. Highlight the programs, values, and experiences that set you apart.
   
• Articulate your school's value proposition in a compelling way. Go beyond features and focus on the benefits that resonate with families.
   
• Bring student life to life. Capture the energy, excitement, and sense of community that thrives beyond the classroom.

Today's families want authentic experiences, compelling narratives, and a sense of connection, but if you feel like you don’t have these types of pages, you can still turn more standard pages into powerful storytelling tools, ones that captivate, inform, and inspire. You can build trust with prospective families, strengthen your brand, and ultimately attract students who are the perfect fit for your community.

Ready to elevate the every day? Let's explore four different types of pages that you have the resources to rethink right now.

1. A Faculty Page that Makes a Personal Connection

Parents want the best for their children, and that includes knowing who will be guiding them day in and day out. A distinguished faculty and staff can be a key selling point for many schools.

Create a page that invites users to get to know your faculty on a personal and professional level rather than solely providing contact information. It will give them the confidence they need to put their child's education in your hands.

How to create a compelling faculty page

• Showcase Personalities: Instead of just listing names and credentials, use photos and videos to bring your faculty to life. Show them interacting with students, leading activities, and sharing their passions.
   
• Highlight Expertise: Go beyond basic bios. Mention publications, awards, special projects, or unique teaching philosophies. This demonstrates the depth of knowledge and experience within your faculty.
   
• Vary the Layout: Consider different ways to organize your faculty information. A grid layout with photos and brief bios can be effective, but you could also explore individual departmental pages or add interactive videos to the website's content.
   
• Offer Contact Information (Strategically): While it's important to provide contact information, consider making it secondary to the personal and professional highlights. This encourages families to focus on the qualities of your teachers first.

The Potomac School does a fantastic job of organizing and introducing its faculty and staff in a fun, personal, and interactive way, complete with a slideshow and searchable and filterable directory.

2. A "Uniquely You" Page That Captures Your School's Essence

What makes your school different? Is it a unique teaching philosophy? Innovative facilities? Strong community partnerships? A dedicated "Uniquely You" page is the perfect place to showcase what sets your school apart.

Here's how to make this page truly special:

• Go Beyond Signature Programs: While signature programs are important, think about other aspects that make your school stand out. Do you have a unique approach to student leadership? A focus on sustainability? A commitment to diversity and inclusion?
   
• Show, Don't Just Tell: Use high-quality visuals to illustrate your unique qualities. Think photos, videos, virtual tours, timelines, or interactive maps. Let the visuals do the talking!
   
• Consider Interactive Elements: Engage visitors with interactive elements that allow them to explore your school's unique features, like a virtual tour of your campus, a timeline of your school's history, or an interactive map highlighting points of interest.

Pinpoint what makes your school unique, and build an interactive page to showcase it. These pages should be highly visual because you want to "show" what makes you special rather than explain it.

Good Shepherd Episcopal School in Dallas showcases its students’ journey using a full-page scroll design packed with pictures that illustrate each signature program's experience. The text content is minimal because the photos on this page are the real storytellers.

For your page, brainstorm everything that makes you unique, then narrow it down to which of those qualities you can best illustrate using images, videos, and an engaging design. That way, you'll be sure the page expands on both your message and the site experience.

3. A Value Proposition Page That Clearly Articulates Your Why

Value proposition pages are one of the most important pages you can have on your website. They’re a concise and compelling statement of why families should choose your school. It's a chance to highlight the benefits of your school and address the needs of prospective families.

Using just a small amount of content, you can tell prospects why you're their best choice and can suit their needs. But to be successful, it's essential that the information on these pages be displayed in an interactive and engaging design so that you provide an experience as memorable as the content itself.

Here's how to create a value proposition page with engaging website content and design
Focus on Benefits, Not Features: Don't just list what your school offers. Explain how those offerings benefit students and families. For example, instead of saying "small class sizes," say "personalized attention that helps every student thrive."

• Use Strong Visuals: Incorporate visuals that reinforce your value proposition. This could include infographics, data visualizations, or videos of students and families sharing their experiences.
   
• Include a Clear Call to Action: What do you want visitors to do after reading your value proposition? Make it easy for them to take the next step, whether it's scheduling a tour, downloading a brochure, or contacting admissions.
   
• Explore Different Formats: A value proposition can be presented in various ways. Consider using an interactive page, a video, or a combination of text and visuals.

For example, Ravenscroft School uses videos, blog posts, and more to engage prospects with real-life experiences.

4. Beyond the Classroom: Showcasing Student Life

Families want to see a school where their child will thrive —a place where learning extends beyond the classroom and friendships flourish. That's where your Student Life page becomes a powerful tool to showcase the experiences that shape your students and build a strong sense of community.

Here's why a compelling Student Life page is a must-have:

• It's a HUGE Magnet for Prospective Students: Families want to envision their child as part of your community. By showcasing exciting extracurriculars, thriving athletics, and happy students, you paint a picture of a well-rounded education that nurtures the whole child.
   
• It Fuels Engagement with Current Families: This page becomes a hub for celebrating student achievements and keeping families in the loop about school happenings. It strengthens connections and builds a sense of pride within your community.
   
• It's a Powerful Branding Tool: A vibrant Student Life page captures the unique personality of your school and reinforces your values. It tells a story that resonates with your target audience and helps you stand out from the crowd.

Think of this page as a highlight reel of everything happening in addition to classes. Newark Academy captures the energy of its school with photos of students engaged in clubs, playing sports, performing in concerts, and volunteering in the community, and with slideshows, news, and more, it brings those moments to life.

Similarly, Westminster Christian Academy’s student life page goes deeper into The Wildcat Experience by bringing together aspects of its spiritual growth, community service, and traditions.

Ideas for showcasing student life on a website:

• Visuals are Key: Use high-quality images and videos to bring your student life to, well, life! Show students laughing with friends, collaborating on projects, and celebrating their achievements. Consider a slideshow or photo gallery to keep visitors engaged.
   
• Highlight Extracurricular Activities: Go beyond a simple list of clubs. Feature profiles of different clubs, showcasing their activities and accomplishments. Include student quotes about why they love participating.
   
• Celebrate Athletic Success: Don't just post scores. Share stories about your athletes – their dedication, teamwork, and sportsmanship. Include action shots from games and interviews with coaches and players.
   
• Amplify Student Voices: Student testimonials add authenticity and personality to your page. Feature quotes from students about their favorite activities, how they've grown, and what makes your school special.
   
• Keep it Organized: With so much to share, a well-organized layout is essential. Use clear headings, concise descriptions, and easy navigation to help visitors find what they're looking for. Consider categories like "Arts," "Athletics," "Clubs," and "Community Involvement."

Key Takeaway

Every page holds the potential to tell a story. So, take a look at your website with fresh eyes. Are your pages simply conveying information, or are they truly telling your school's story? Are they inviting families to connect, explore, and envision their child thriving in your community?

By investing time and creativity in crafting compelling website pages, you can strengthen your brand and build trust with prospective families and, ultimately, WOW students who are the perfect fit for your school.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. As Finalsite’s Senior Content Marketing Manager, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.