Designing and building a highly engaging research-led
website for a leading Independent School.
Claremont Fan Court School is a popular co-educational independent school for children aged from 2 ½ to 18 years, situated just outside Esher, Surrey. Renowned for its beautiful setting, strong values and nurturing environment, the students at Claremont Fan Court School are expected to reach high levels of academic achievement and participate in the many extra-curricular opportunities available.
The former Claremont Fan Court School website was launched in 2011 and whilst it served the school well during this time, its limitations were hindering the schools ability to properly segment the different stakeholders and market effectively. Many visitors commented on the poor navigation and experience on mobile devices.
The school was particularly keen to utilise digital marketing to facilitate additional interest in its Sixth Form and Nursery and felt that a new website was required in order to achieve this.
Before any work was undertaken on the new website we conducted a stakeholder analysis. This looked in depth across the different stakeholder groupings as to how the website was being used, what worked and what didn’t, what was missing and what could be improved. This analysis yielded some interesting observations that allowed us to create the following personas…
Following an in depth analysis of the results of our stakeholder analysis, we conducted a design consultation to establish how we could apply these insights into real, meaningful data-led changes. This consultation revealed several areas of opportunity for our team to really leave a mark and create something unique, bespoke and helpful.
One of the key drivers behind the new website is to increase enrolment in the Sixth Form. Claremont Fan Court School benefits from great bus links and it was determined that displaying this in a simple and engaging manor could help sell the locality of the school to prospective parents. We created an interactive version of the bus routes complete with downloadable timetables for current and prospective parents alike.
We believe a more interactive website is instantly more engaging and memorable than one with endless reams of text. That’s why we made clever use of content blocks and content design to break up text and make the content more digestible. We took the vibrant and fascinating history of Claremont Fan Court School and turned it into a scrolling timeline. We took a map of the school and turned it into an interactive map. And we took the schools house system and created a landing page with expanding content blocks and point counters.
Our research revealed that the stunning setting, location and spirit of the school were key motivators as to why a prospective parent might choose to send their child to Claremont Fan Court School. With that in mind, we wanted to capture the very essence of life at the school, and the beauty of the grounds, on the website. Using videography, drone footage and high-quality photographs, we’ve done just that.
As well as advising Claremont Fan Court School on SEO best practices, we also provided training on Google Adwords and how they could use PPC advertising to help reach their prospective audiences. Combining competitor research, an analysis of the strengths of Claremont Fan Court School and new landing pages on the website, we were able to come up with a series of ads that are helping to boost awareness and increase enquiries.
“We think our new school website is fantastic. It gives a real flavour and snapshot of what we can offer pupils at Claremont Fan Court. The website provides improved navigation and usability throughout with some attractive new interactive functionality too. The CMS is very easy and straight forward to use. We would thoroughly recommend e4education. ”Lottie Andrews, Claremont Fan Court School
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