Redesigning your school’s website can feel like an overwhelming tug of war between your mind and your heart. With a thousand decisions to make during the redesign process, ranging from layout and design to content and functionality, how do you make the right choice every time? 

You want a website that not only looks great but also works for your school community. And with so many moving parts, it’s so easy to get stuck wondering which direction to take.

So which guides your redesign decisions: The brain (data) or the heart (user feedback)?

A successful redesign usually combines both, and with a thoughtful approach, you can be confident that each choice builds a website that functions well and steals your heart.

Analytics: Let Data Guide Your Website Redesign Process

Analytics take the wheel! The numbers behind your school's website plays a big role, and by looking at the data, you can understand how visitors browse, identify problem areas, and find opportunities to improve your site’s performance.

Here’s how to use analytics in your school website redesign planning:

What Do Users Do After Visiting Key Pages?

One of the most important things analytics can tell you is what actions students and parents take after visiting a key page. For example, after visiting your admissions page, do users take the next step, like clicking on “Schedule a Tour” or filling out an inquiry form? If they don’t, there may be a problem with the page layout, the messaging, or the call-to-action (CTA).

Track the percentage of visitors who take specific actions on important pages. Set up conversion tracking for your CTAs to show you how many users are completing the actions you expect, such as filling out forms or downloading brochures.

Keep Reading: 9 Tricks to Keep Users on Your School's Website Longer

If the numbers are lower than expected, consider testing different layouts, adjusting the content, or making the CTAs more visible and engaging.

What Are People Searching for on Your Site?

The search bar on your website can give you insights into what visitors are looking for. By analyzing the top search terms used each month, you can get a sense of what content is in high demand. If certain terms appear frequently, but there’s no content or page that directly addresses them, this could be a sign that you need to create new pages or make existing information easier to find.

For example, if many visitors are searching for “lunch menu,” but your menu information is buried deep within another page, consider creating a dedicated page or making it more prominent on your site.

The data from Ask AI, Finalsite's AI-powered chatbot, tells you all the questions being asked by users, giving you a clear understanding of what content might be hard to find and what users want. It's a data-backed look into how your site is serving visitors, and why they're on your site in the first place.

Keep Reading: We Analyzed 21K Chatbot Questions: Here’s What Users Asked

Which Pages Are Most Popular?

Understanding which pages on your website are visited most frequently gives you a clear idea of where visitors spend their time. Popular pages often contain the information visitors need most, such as the directory, academics, lunch menu, or the school calendar. Looking at user data, and monitoring events in Google Analytics can help track working well.

How Do Visitors Get There?

Just as important as knowing which pages are popular, is understanding how visitors arrive at those pages. Are they coming directly from the homepage, or are they finding these pages through search engines or other referral sites? This can help you identify which pathways are most effective and whether your website’s navigation is actually doing its job.

Where Do Visitors Get Stuck?

Sometimes, users may start an action but then leave the site without completing it. This can happen when they encounter frustration, confusion, or an unexpected roadblock. If you look at exit pages and exit rates, you can identify where visitors tend to abandon your site.

An exit page is the last page a visitor sees before leaving your site. While it’s natural for visitors to exit from some pages (like after reading a blog post or the lunch menu), high exit rates on key pages—such as a registration or contact page—can signal a problem. Maybe the form is too long, or the information isn’t clear…

Keep Reading: How to Lower the Bounce Rate on Your School Website

Look at the exit rate for these important pages, and see if there’s a pattern. If people are frequently leaving from a specific spot, think about testing different layouts, simplifying the content, or providing clearer instructions.

Heatmaps are another helpful tool to visually represent how users are engaging with content. It's just one of the helpful ways Finalsite Insights brings a deeper understanding of user analytics and site data that help you make smarter decisions with your site and its content.

Are Users Following the Expected Path?

Another valuable piece of information analytics can provide is whether users are following the path you expect them to. For instance, if your goal is for a visitor to start on the homepage, learn about the school, and then sign up for an open house, are they following that path? Or are they getting sidetracked or confused along the way?

Analytics can show you the paths visitors take through your website, including how many steps it takes them to complete a desired action. If users are bouncing between pages without taking action, it could indicate that your site’s navigation or CTAs aren’t as clear as they could be.

Mapping out the ideal user journey and then comparing it to actual user behavior can show gaps that need fixing. You might find that certain pages are unnecessary or that the CTAs need to be stronger to guide visitors more effectively.

User Testing: Bringing the Visitor’s Experience to Life

User testing helps understanding how real people interact with your web design. Actual, living, breathing humans. While data and analytics provide numbers and statistics, user testing brings in the human element. It shows how visitors feel when they use the site and how easy it is for them to navigate and understand the content. By observing actual users, you can spot snags that might not show up in the data.

Here’s how user testing can guide your website redesign:

What’s the Overall "Feeling?"

Vibes, man...The first thing to consider in user testing is the overall feeling visitors have when they use your website.

• Do they feel inspired?
• Do they find the site welcoming and easy to use?
• Or do they feel frustrated, confused, or bored?

If visitors feel overwhelmed by too much information or find the design too cluttered, it could signal that the layout or content needs to be simplified. On the other hand, if visitors feel encouraged or excited, it’s a sign that the website is doing its job of creating a user-friendly experience.

When conducting user testing, observe how users interact with the website and ask them to share their immediate reactions. This feedback can help you refine the design and content to better meet your audience’s needs.

What Words Would Visitors Use to Describe the Page?

Another helpful approach in user testing is asking visitors to describe each page in their own words. This exercise helps you see how well the design and content communicate your school’s message. For example, if users describe a page as “confusing” or “unclear,” the content needs to be rewritten or reorganized.

On the other hand, if visitors use words like “informative,” “clear,” or “engaging,” it’s a sign that the page is working well. This feedback can guide your decisions on which sections of the website to keep "as is" and which ones may need a rework.

This type of feedback can also help you identify whether your site’s tone and voice are coming through the way you intend. If users describe the page as “too formal” when you want a friendly tone, then the voice needs to be adjusted.

How Likely Are Visitors to Take Action?

User testing is also a great way to measure how effective your calls-to-action (CTAs) are. Ask visitors how likely they would be to take action after visiting a specific page. After reading through your admissions page, do they feel ready to apply or reach out for more information?

This part of user testing can also help you decide if the overall user journey is effective. If visitors are unsure about what to do next, or if they don’t feel encouraged to take action, you may need to rethink the CTAs. A strong CTA should be clear and guide visitors toward the next step.

Can Visitors Easily Find Key Information?

Another critical aspect of user testing is finding out how easy it is for visitors to locate important information. During the testing process, give users a few simple tasks, like finding tuition information or the school calendar, and see how quickly they can complete these tasks.

If users struggle to find key information or have to click through multiple pages to get there, it might be time to rethink your website’s structure. A well-designed website should make it easy for visitors to locate important content with just a few clicks. If users can’t find information, simplify the navigation, add more visible links, or create clearer headings.

Does the Website Meet Visitor Expectations?

Lastly, user testing can help you determine if your website is meeting the expectations of your visitors. Ask users what they expect to find on the site, whether it’s information about academics, extracurricular activities, or admissions. After testing, see if those expectations were met.
If visitors expect certain information to be prominently displayed but find it hidden or hard to access, it’s a sign that the site’s layout may need adjustments.

Even after your school launches its site, it's a great idea to still collect feedback. A pop-up notification can introduce your site to users and ask for suggestions or any tweaks that need to be made in its first few days after launch.

And now...Take a look at your current site.

Audit: What’s the Current State of Your School's Website Design?

An audit is a good starting point for you to take a step back and look at the content, structure, and overall effectiveness of your site. You need to better understand what’s working, what’s not, and what needs improvement, but from a more human perspective. 

Here’s what to focus on:

Audience

Start by asking: Who is this content for?

• Parents?
• Prospective families?
• Donors?

If your site isn’t reaching the right audience or your calls-to-action (CTAs) aren’t working, it may be time to make changes. Look for whether your content is overly complex or not engaging enough.

Voice and Tone

Does the messaging on your site match your school’s brand? The voice and tone should feel consistent and intentional, so look for any content that feels off or doesn't match the message you’re trying to communicate.

Clarity

Is the message easy to understand? Check for descriptive titles and clear headings that lead the reader through the page. Your information should be organized in a way that makes sense, and your CTAs should guide visitors to take action.

Readability

Is the content easy to read? Avoid long sentences and jargon. Stick to short, simple sentences that are easy to scan, especially on mobile devices. Break up your content with headings and lists so visitors can quickly find what they need.

Accessibility

Is your content accessible to all? Ensure your website is inclusive and welcoming by using alt text for images, clear language, and visuals that represent diverse communities.

Key Takeaway—Finding the Right Approach

The answer isn’t one or the other—it’s both. Each approach offers insights that complement the other. Analytics help you identify problem areas, and user testing reveals why those problems exist. Together, they provide the start a well-rounded and informed redesign that balances the brain with the heart.

So, the best approach isn’t about choosing one over the other, but using both to know your school’s website delivers the best possible experience for everyone.

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. At Finalsite, 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.