In Toto Ed website - case study
When In Toto Ed launched in September 2022, an external agency created a website for the grand opening. As the school had not yet opened, the website was an MVP with basic information and limited imagery. I set up Google Analytics and Hotjar on the site so that, when the time came, we could rebuild it from an informed standpoint.
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6 months on, and we were beginning to receive feedback from staff, parents, and prospective parents. The website was confusing; built mostly in one long page, the navigation was structured in an illogical way; and with no content hierarchy, important information was getting lost.
It had also not been built with accessibility in mind, with poor colour contrast and multiple instances of vital text over imagery. CTAs were mostly generic such as “find out more”, making them unhelpful for screenreader users.
I audited the website, utilising UX best practices, WCAG accessibility standards, and conversion levers to note down all the areas of concern. Using this list, the Hotjar screen recordings and heatmaps, the GA4 data plus the feedback we had received from users, I completely redesigned the website.
My main goals were to:
- address the confusing structure and lack of information hierarchy
- express succinctly what the school does, and who it is for
- create a clear user journey from landing on the homepage to the potential conversion of referring a student
- reach an accessibility rating of at least A, if not AA (CMS capabilities dependent)
- create search engine optimised pages of key information, such as term dates and curriculum
- drive home the school’s USPs of having highly-qualified, experienced teaching staff
All copy was rewritten, and I hired a new photographer to capture more engaging imagery of the school - students and teachers at work, the facilities and classrooms, and a more educational style, rather than the previous coffee-table-book style of abstract elements. The imagery has also been edited to feel warmer and more inviting, compared to the blue light filter applied to the previous batch.
The new website features a simple homepage that introduces the school and directs users to three key pages: the primary CTA being “Refer a student”, the secondary (if the user is not far enough along the journey to convert) being “Find out more about us”. These fall above the fold and encourage a user to continue further into the site. The last CTA on the page is “Work for us”, alongside a proof point quote.
The navigation is logically structured and also features a primary CTA of “Contact”, along with the school logo.
Clear and concise information is given about each school site, including contact details, a map, and an exterior photograph.
The whole teaching staff are listed, along with their qualifications and experience, in a friendly way that not only proves the school’s prowess but encourages students to get to know their teachers before starting classes.
Results
September 2023 compared to the first website iteration in September 2022:
- Site views are up 304%
- Unique users are up 264%
- Bounce rate is down 20%
- 74% of traffic comes from organic search
The school have seen an increase in form fills and enquiries, resulting in an increased intake in the 23/24 academic year. They have also held several successful recruitment campaigns.
Next steps:
- A new blog series of long-form content is slowly being introduced to increase organic traffic quality and search engine ranking.
- A focus on social media and online engagement, to increase the school’s online presence and drive warm leads to the website.
- A potential spotlight on one or two members of staff with exemplary experience and high ambition - social quotes and features, blog articles, press, speaker slots.
I continue to monitor the website stats every month, reviewing Hotjar recordings and heatmaps, to locate and address any areas of concern or potential improvement.