School Spotlight: Secrets From Appleby College’s Website Redesign

A: We began with an overall objective which was to utilize the Appleby College website to help us “tell our story better.” To gain an understanding of how we needed to do this, we started the process by talking with our community members – Appleby’s students, parents, faculty, staff and alumni in order to get a better understanding of how they used the website. We looked at our site’s analytics to determine which pages people were visiting – both in terms of frequency and length of visit. We then compared these findings against our desired outcomes to identify gaps. We also conducted an audit of educational websites worldwide – universities, other independent schools, etc. In total we looked at over 64 different websites to identify the best elements from each. We also looked at a number of not-for-profit and corporate sites to gain additional learning. Finally, we looked at our IT infrastructure to determine what could or could not be supported from a functionality perspective.

Q: When did you redesign the website?

A: The process started in the summer of 2009 with the first elements of the site redesign being implemented in early November 2009 and the full site redesign going live in March 2011. In between November 2009 and March 2011, we completed the following; issued an RFP for a content management system (CMS) provider, selected Finalsite as our CMS partner and began implementation of their CMS solution, created storyboards for the redesigned site, undertook a comprehensive re-write of our sites content – program descriptions, imagery, etc, and upgraded internal network infrastructure to support the additional site functionality.

I should also point out that part of the gap between November 2009 and March 2011 was unplanned. At the time, the delay was a big disappointment. However in hindsight, the delay was a huge advantage as it gave us roughly three to four months of additional learning from our current site. Learning that prompted us to implement some of the key elements in the redesign – the rotating “billboards” and the quick link buttons.

Q: Can you describe your thoughts on the process and elements of the revamped website? How did you choose the team and important elements for making the website?

A: The process is still ongoing and will be for the foreseeable future. At Appleby we view the process of website design as iterative and as such it is an ongoing process of enhancement, experimentation and development. As we complete one phase of the process, we then start the next. Our next phase will be the development of a new internal site that will create a “personalized” experience driven by the user’s relationship with the school, e.g., student, parent, alumni, etc.

With a school like Appleby being such a vibrant and creative environment, this approach allows us to best support the members of our school community. It also allows us to stay current and relevant with our target audiences.

In terms of the team that is working on the redesign, we made the conscious decision to in-house the key members of the team as opposed to contracting out to a third party agency. The website is Appleby’s most important communications vehicle. The volume of changes and new content ideas that need to be generated to maintain its relevancy is staggering. Having those skill sets internally is critical to our immediate and long term success.

Q: What did you learn from this redesign? What is your advice for other schools on redesigning their website?

A: My learning and advice are one and the same. Before a school embarks on a redesign project, they need to take the time upfront to make sure the new design will truly address the areas they both want to and need to get. Set a goal and have a plan that encompasses the school’s full vision of what the website needs to be. The redesign must also be a partnership that involves all the members of the school community. While it goes without saying that the faculty must be one of your biggest boosters, it is your technology team that must be both yours and the project’s best friend. At Appleby, we were very fortunate to have an exceptional team that provided outstanding support. Finally, having a true CMS partner like Finalsite onboard made a huge difference. They were great!

Q: How did your website improve from this redesign? Did you notice any difference in terms of traffic, pageviews, etc.?

A: The Appleby community’s response to the redesigned site has exceeded our expectations. It has been very positive. We’ve also seen our metrics increase both for the overall site but more importantly for those pages that we have targeted for growth. In terms of functionality, the site is much more responsive, flexible and easier to update with timely and relevant information. And finally, the site now aligns much more closely with our brand both in terms of its look and feel but also its attributes.

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Do you have other tips to share on redesigning your school’s website? Does your school have any innovative projects, programs and accomplishments? Post your thoughts in the Comments section below and email us your ideas at editor@ourkids.net