Your school’s website is often the first impression prospective families, students, and even staff have of your institution. It’s more than just a digital brochure; it’s a communication hub, enrollment tool, and brand experience all rolled into one. Managing a school website effectively takes time, strategy, and technical expertise. That’s why many schools turn to a dedicated website manager or agency.
So how do you choose the right one for your school? Let’s break it down.
Why Schools Need a Website Manager
Educational institutions have unique needs compared to other organizations. Your website must:
- Support enrollment and admissions efforts
- Keep information up-to-date for students and families (calendars, announcements, policies)
- Encourage alumni to stay involved with the school community
- Be accessible to all users (including ADA compliance)
- Work seamlessly on mobile devices
- Integrate with tools like student portals or CRM platforms
Your website affects every department and it’s difficult to determine who is in charge of making all the necessary changes. A skilled website manager ensures all of this runs smoothly without adding extra workload to your staff.
1. Look for Education-Specific Experience
Not all website managers understand the nuances of schools. You’ll want someone who has experience working with:
- K-12 schools, private schools, or higher education institutions
- Enrollment-driven websites
- Parent, student, and faculty user journeys
They should understand seasonal cycles (like admissions deadlines) and how to structure content for families researching schools.
Pro tip: Ask for examples of other school websites they’ve managed or improved.
2. Prioritize Content Management & Updates
School websites change almost daily with new events, announcements, forms, staff updates.
Your website manager should:
- Offer ongoing content updates (not just one-time builds)
- Make it easy for your team to request changes
- Ensure updates are timely and accurate
Some schools prefer a fully managed service, while others want a hybrid approach where staff can make basic edits.
Make sure the setup matches your internal capabilities.
3. Evaluate Their SEO & Enrollment Strategy
A good-looking website is great but it also needs to be found. Your website manager should understand:
- Local SEO (so families can find your school online)
- Keyword optimization for programs and grade levels
- Conversion strategies (like inquiry forms and tour scheduling)
Ultimately, your website should help drive inquiries and applications, and not just traffic.
4. Make Sure They Understand User Experience (UX)
Parents visiting your site are often busy and comparing multiple schools.
Your website should make it easy to:
- Tell your school’s story through stunning visuals
- Find key information quickly
- Navigate between programs and grade levels
- Take action (schedule a tour, apply, contact admissions)
A strong website manager will focus on simplifying navigation and guiding users toward next steps.
5. Check Their Approach to Mobile & Accessibility
More than half of your website visitors are likely coming from mobile devices.
Your website manager should ensure:
- Mobile-first design
- Fast loading speeds
- ADA compliance and accessibility standards
Accessibility isn’t just a “nice to have” feature; it’s essential for inclusivity and compliance.
6. Ask About Security & Reliability
School websites often handle sensitive information.
Your website manager should provide:
- Secure hosting
- Regular updates and backups
- Protection against downtime or cyber threats
This is especially important if your site integrates with forms, portals, or payment systems.
7. Look for Clear Communication & Support
One of the biggest frustrations schools face is slow or unclear communication.
A strong website manager will:
- Respond quickly to requests
- Provide a clear process for updates
- Offer proactive recommendations (not just reactive fixes)
You need more than just a vendor; you need a partner that understands your audience as well as you do.
8. Understand Pricing & Scope
Website management can vary widely in cost depending on services included.
Be sure to clarify:
- What’s included monthly (updates, SEO, analytics, etc.)
- Turnaround times for requests
- Any additional costs for redesigns or new features
Transparency here prevents surprises later.
Common Mistakes to Avoid
When choosing a website manager, watch out for:
- One-size-fits-all solutions that don’t account for your school’s needs
- No ongoing support, leaving your team to manage everything
- Outdated design practices that hurt user experience
- Lack of SEO strategy, limiting your visibility
How Katava Marketing Can Help
At Katava Marketing, we specialize in managing and optimizing websites for schools of all sizes. As a full-service marketing agency with over 20 years of experience, we integrate your website needs into a full marketing strategy that drives admissions growth. Contact us today to get started!
