The school website is one of the most important forms of marketing the school.
It is often where school information is initially found, especially by families new to the area.
The website is often one of the first places that potential families, students and potential staff get an overall feel and basic appreciation of the potential for their involvement in School life.
Creating a Website - Background
Investigation in this area is critical.
The school will need expertise to create and then continually update a good website.
The initial construction of the website may come from school IT staff or other staff, systemic IT specialists, parents with special IT skills or from outside commercial consultants.
The continual updating would best be done within the School. In-servicing staff for making these updates would be money well spent.
An option, I have found very beneficial, follows.
Another option is to have the website embedded in to management software which allows for management of the site. This takes the site beyond the static and into the realm of continual fluid development – Web 2.0.
The expense of this option is not considerable and with negotiation within the field a reasonable monthly cost would be expected. I would suggest speaking with trusted others in deciding on the businesses offering this support. (See ‘Website Management Software Sample’ in this chapter for a specific example.)
This software allows for various detailed reports of website usage. It could include:
- the whereabouts in the world of visitors to your site
- • number of webpages they visited
- • the content viewed from webpages and applications they visited
- • where they entered and exited the website
- • who is exploring your site, through IP (Internet Protocol) addresses
- • the browsers they used to link to your website
- • any commercial activities you may have as part of your website, etc.
This allows for the non-IT expert to update the website regularly, from uploading photos, literature items, to adding webpages, blogs, galleries of photos and videos, etc.
There are numerous other capacities depending on the management software. See the right hand columns in the screenshots below for details available though the management software I use.
Always Interactive (http://www.alwaysinteractive.com/) supplies my management software. Three such samples of my website’s details are included in the e-book School Marketing Manual for the Digital Age (3rd ed) 2010 by Bryan Foster .
One of the most important forms of school marketing is the school's website.