The school website is a chance to showcase who you are as an organisation. But rather than write a sterile copy that simply lists your aims and achievements, try to weave a narrative through your site to engage readers.
Use a story arc
The copy on your website should, like a good story, have a compelling beginning, a meaty middle, and a satisfying end. Set the scene by introducing the school’s mission, flesh out the story with achievements, and conclude with a solution for parents: a call to action.
Include real voices
Whether it’s the voices of the staff, the students, parents, or even past students, this will add authenticity to your narrative. These people are your characters; they are key to your story.
Bring to life with media
Make the most of photos and videos to bring your story to life, but be sure to adhere to all guidelines regarding this. You may want to include videos from major events, like sports day, as well as images that show day-to-day school life. Specialised websites for schools, such as those developed by experts like fsedesign.co.uk/websites-for-schools/ will include a CMS, so staff can upload media without going back to the developer each time.
Showcase uniqueness
Use storytelling to highlight those areas that make your school unique. Whether it’s your academic achievement, sporting facilities, or community ties, use your narrative to bring these to the fore.
Weaving narrative through your school website with a story arc, authentic voices, and multimedia, is a fantastic way to showcase your values and engage website visitors.