More than 100 school marketing professionals recently opened up and revealed why their school needs new website, and their reasons might surprise you.
Despite differences in location, enrollment size, histories, and the communities they serve, many of the same pain points kept coming up. Whether it’s outdated content, difficult navigation, or a lack of integration with the tools families need, schools are clearly seeking a site that helps them stand out and grow.
Schools are finding that their websites no longer tell their stories in a meaningful way, leaving them frustrated and, in many cases, putting schools at a real disadvantage when attracting new prospects and engaging the families they already have.
In total, the 105 reasons gave an honest look at the common struggles schools face and the opportunities a refreshed website could bring to their marketing offices and communities.
Here's an overview of why so many schools are ready for a change.
"Its design and functionality are outdated"
More than a dozen schools directly referenced that their current school website design is outdated and no longer meets the expectations of parents. Schools described their websites as "clunky," "difficult to navigate," and even "a dismal representation" of who they are.
Schools are recognizing the need for a refreshed, modern design to stay relevant and build trust with prospective families. They want to "showcase the vibrancy" of their programs, highlight their achievements, and better reflect their mission. A professional, engaging website is essential to "stand out" and reflect the excellence of the education they provide.
One school shared:
"It has been nearly 8 years since (our school's site) has gotten a redesign, and we are majorly overdue...I want (our school) to be able to shine their light brighter through their website. This is something that you do not see in most school systems, and with where we are in the world, this is a place that is one in a million. I believe a redesign can really help us capture this message and get it out into the world."
Keep Reading: What Makes a Good School Website?
"It's a deep dark hole of clicks"
Several schools pointed out that their websites are "difficult to navigate," with some describing them as "confusing" or a "deep dark hole of clicks." Schools said their current sites make it hard for families to find important information quickly, which frustrates both new and existing users.
Some websites were described as "poorly organized," with too much information or multiple "cooks in the kitchen," causing clutter and inconsistent layouts. Schools want an enhanced user experience that simplifies navigation and allows students, parents, and staff to find resources easily. They hope a redesigned site will become a "one-stop source" for their community members to find important contact information and upcoming events.
"It's not built for mobile and/or accessible"
Many schools expressed concerns about the lack of mobile responsiveness and ADA compliance on their current websites. Several described their sites as "not optimized for mobile devices" and noted how this made it hard for users to engage on phones and tablets. One school mentioned that the website is "difficult for non-English speakers" and even for "English speakers with doctorate degrees" to navigate.
Others highlighted compliance issues, explaining that their sites were "not ADA compliant" and referenced dealing with "OCR complaints" related to accessibility for visually impaired users.
"We want to celebrate milestones"
Some schools see a website redesign as part of celebrating important milestones, such as anniversaries or giving campaigns. They view a refreshed website as a way to highlight their achievements and position themselves for future growth, using the redesign as an opportunity to capture attention and re-energize their community.
One school shared, “As (our school) celebrates its 40th year, we continue to embrace big ambitions as a micro-school, with a deep commitment to teaching children respect, tolerance, and compassion for all life on earth. However, our current website no longer reflects the innovative and dynamic spirit that drives us forward."
"A modern, user-friendly site would enhance communication with parents, students, and staff while showcasing our unique programs and accomplishments. It would also allow us to celebrate our rich history and share our mission with prospective families and the wider community."
That sounds similar to Father Ryan’s situation, a school that launched an award-winning website in time for its centennial celebration and is now engaging its entire school community.
"Better storytelling and emotional appeal"
Schools also recognize the need for websites that better tell their stories. They want websites that showcase the passion, dedication, and spirit that define their communities. Whether highlighting student success, sharing staff expertise, or demonstrating the school's impact, schools see storytelling as a key component in connecting with prospective families and strengthening their reputation.
"To reflect our school's identity and brand"
Many schools emphasized that their current websites do not reflect their identity or brand. Some described their sites as failing to "capture the warmth, joy, and strong sense of community" that defines their school, while others mentioned that their websites "don’t accurately reflect our bilingual mission" or "the excellence we offer."
Several schools said their websites are "out-of-date stylistically" and "disconnected from our core mission and direction."
"To support enrollment and marketing"
More than a few schools shared that their current websites are not effectively supporting their enrollment and marketing efforts, saying their sites "aren't engaging, dynamic, or interactive," making it difficult to connect with prospective families.
One school said its website is "a barrier to the admissions process," while another mentioned that it fails to "showcase our programs and offerings" in a way that drives interest. Several noted that a redesign would "boost applications and enrollment" by better highlighting the strengths of their school. Schools also expressed the need for a site that helps them "stand out in a competitive market," with some wanting to better reflect their school’s "vibrancy and excellence" to attract more families.
"Like most independent schools," explained Siobhan O'Neill, director of marketing and communications at Notre Dame Academy (LA), "the demands for marketing and admissions just continue to increase exponentially each year." Since NDA's redesign, they've been able to consolidate systems and streamline their work within both the marketing and admissions offices.
“We've been able to stand out for who we are, and that's really the goal we want: mission-fit students. We're able to customize our suite to that, and it's only helped us more and more each year."
"It holds us hostage"
Many schools expressed frustration with how difficult their current websites are to manage and update content. One school described its content management as overly complex. Another mentioned that their site is "cumbersome to manage" and "not user-friendly," while others shared that they "don’t have someone dedicated to updating the site" regularly, making it hard to keep information current.
One school said their platform "holds us hostage" when updates are needed, emphasizing the desire for a more efficient content management system that allows for easy updates without requiring technical expertise. Schools are looking for websites that streamline administrative tasks and reduce the time and effort it takes to maintain an up-to-date and effective online presence.
Keep Reading: Creating the Perfect Pitch: How to Gain Support for a School Website Redesign
"A lack of integration with school systems and tools"
A number of schools express a desire for websites that integrate better with their existing school systems, such as enrollment management systems (EMS), student information systems (SIS), and communication tools. Schools that are already using platforms like Finalsite or similar solutions mention the benefits of full integration, enabling a seamless experience for families and staff, with easy access to information and tools in one place.
"We've been getting by with the least expensive options...and it shows."
Financial constraints can be a major barrier. Smaller schools or those dealing with the aftermath of events like natural disasters or enrollment downturns cited a lack of funds as the main reason they haven’t redesigned their websites yet. Like so many others, these schools are looking for cost-effective ways to modernize their websites while balancing tight budgets.
Another school shared that “(Our school) is a great school, but looking at our website, you'd never guess that we have 100% graduation rates, that our students are above the state averages on standardized tests, that parents are engaged in their children's education, etc. We've been getting by with the least expensive options for marketing and communications, and it shows. We still use SquareSpace for our website, and it is extremely limited.”
"Keeping up with competitors"
In competitive markets, schools are aware of how their websites compare to others. They recognize that other schools—both private and public—have invested in modern, engaging websites, and they feel the pressure to keep up or risk falling behind. Schools express the need for a website that helps them stand out, especially in crowded markets where first impressions are often made online.
That scenario sounds a little like The Heritage School’s reasoning behind redesigning its website, a decision that resulted in 3X the inquiries and 4X the amount of alumni contact updates.
"Our previous website wasn’t meeting our current and future needs, and it was clearly time for a revamp,” the school said. “Our competitors had much better websites, and while we had the best product in the area, our previous website didn’t do it justice."
"Responding to growth and change"
Many schools are undergoing changes—whether it’s a new head of school, strategic planning, or a growing student body—and they need a website that reflects these developments. As schools evolve, their websites need to be able to adapt and grow alongside them to incorporate new programs, initiatives, or branding changes.
One school shared, “Our goal is to increase enrollment as well as increase donor relations. Our school has a unique mission to provide Christ-centered education to students of all ethnic heritages and income levels, equipping them to serve God and society to their fullest potential.
"To make Christ-centered education affordable for all, we fundraise 68% of our budget. Having a redesigned website would save us time and money by getting the correct information easily to the people who need it."
Keep Reading: How to Choose the Best Website Provider for Your School
Key Takeaway
Is your school's website helping or hindering your efforts to connect with families? For many schools, the answer is the latter. Schools want websites that not only look good but also function well, integrate with key systems, and support their strategic goals in a financially sustainable way. If your school is facing similar challenges, you're certainly not alone! It may be time to consider a redesign and invest in your school's future.
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.