You Ask, We Answer: What to Know Before Redesigning Your School Website

• What questions should we be asking before we start a website project?
• How do we make sure this investment drives inquiries?
• What should we look for (and avoid) in a website partner?

Question #1: How do we know it’s time to redesign our school website?

• Families can’t find the information they need. If prospective parents say things like, “I didn’t realize you offered that,” your website isn’t telling your story clearly.
  
• Your school has gone through changes. A rebrand, new leadership, or a shift in enrollment strategy often calls for a refreshed digital presence that reflects who you are today.
  
• Your team feels limited. If admissions or marketing need outside help for simple updates, your site isn’t functioning as the tool it should be.
  
• Competitors’ sites are stronger. If other schools are presenting themselves more clearly online, families may never get far enough to learn what sets your school apart.
  

Question #2: What questions should we ask before starting a website project?

• How will this site drive inquiries and support healthy enrollment?
  Your website should be more than a digital brochure. Every page should give prospective families clear next steps — whether that’s exploring programs, filling out an inquiry form, or scheduling a tour. When families can easily find what they need, you’ll generate more inquiries from those who are truly aligned with your mission, leading to healthier enrollment over time.
  
• Who are our primary users? What do they need?
  While your website may serve multiple audiences, the primary focus of a redesign should be prospective families. Ask yourself what they want to know, how they prefer to navigate, and what information will help them feel confident in their next step.
  
• What do we want prospective parents to understand, feel, and do?
  A strong school website informs and inspires. Think about the messages you want to communicate, the emotions you want families to experience, and the actions you want them to take on each page.
  
• What frustrations do we have with managing our current site?
  Make a list before you begin. Is your content management system difficult to use? Do you rely too much on outside support for updates? Is content approval slow or unclear? Identifying these pain points helps you avoid repeating them.
  
• What internal workflows or content processes need to improve?
  A new website won’t magically fix team challenges. If content is often outdated or approvals drag, use this project as a chance to streamline your process.
  
• Who needs to be involved, and who will own decisions?
  Website projects can stall quickly if roles aren’t clear. Identify a project lead, outline who should give input, and clarify who has final approval.
  
• Do we have a clear enrollment message and brand identity to build on?
  Without clarity here, your site may look polished but still feel generic. A strong message ensures your website connects with right-fit families™ in a way that’s consistent with your school’s identity.
  

Question #3: How can we ensure our new website stands out from competitors?

• Focus on personalized experiences for families.
  The best school websites make prospective families feel known. Instead of overwhelming them with broad overviews, offer pathways based on what they’re actually looking for: Age-and-Stage® content, programs by interest, or financial aid opportunities. AI-driven tools like Tassel AI Convert™ help deliver these tailored experiences, guiding families toward the right next step and increasing inquiries through your site.
  
• Leverage AI thoughtfully.
  Families aren’t just searching on Google anymore. They’re turning to AI platforms for answers. That means your website needs to be structured so AI can recognize and serve up your content. With Tassel AI-SEO™, schools can position their site as a trusted source across both traditional search and AI-generated responses. This ensures your school shows up when families ask real questions. Learn more about how to show up in Google, ChatGPT, and AI Search on this blog —> Read More
  
• Use clear, human-centered messaging.
  Your value shouldn’t be buried in jargon or broad claims. Every page should communicate who you are, what makes your school distinct, and why families should take the next step with you.
  
• Stay focused on strategy, not trends.
  Design matters, but it should never distract. Features that look cool but slow the site down or complicate navigation won’t help families inquire. Prioritize clarity, speed, and usability. Learn more with these 6 Proven School Website Strategies to Increase Inquiries.
  
• Make sure the site feels like your school.
  A polished template can be a helpful starting point, but it shouldn’t feel generic. Use imagery, tone, and storytelling that give families a true sense of what it’s like to be part of your community.
  

Question #4: When should we consider a specialist vs. a generalist?

• They understand school audiences.
  A generalist agency may know design, but they don’t necessarily know what prospective families care about, how they search, or what barriers stop them from inquiring. A specialist understands those dynamics and can help your site speak directly to the families you want to reach.
  
• They move you beyond generic web design.
  A specialist helps move you beyond a pretty website and toward what actually works in school marketing. From program pages to tuition content, they know how to structure and frame information so it builds trust with families.
  
• They offer strategic value, not just technical skill.
  A good school website isn’t a collection of pages; it’s a key part of your enrollment strategy. Specialists bring insight into messaging, structure, and user experience so you’re making informed choices that align with your goals.
  

Question #5: What should we avoid in a website partner?

• Strict, long-term contracts that are expensive to exit. Flexibility matters. If you’re locked into a contract with high termination fees, your school has little room to adapt as needs change.
  
• High annual hosting or “maintenance” fees without clear value. Ongoing costs should be transparent and tied to actual services, not hidden in fine print.
  
• A platform that makes content updates difficult. If your team can’t easily add a photo, edit a headline, or update an event, your site will quickly become outdated.
  
• A process that puts form over function. A flashy site that doesn’t support inquiries or usability won’t help enrollment.
  
• A partner who never asks about your audience or strategy. If they don’t take time to understand your enrollment goals or audience, your new site may look nice but fail to connect with right-fit families™.

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