How Skyhook helped
We started with a deep dive into the school’s brand. This included a campus tour, conversations with the executive team and other staff, the reviewing of student survey data, and researching competitor messaging. Based on this research, we began to produce a website strategy, which we continued to adjust and revise together with Legacy’s marketing team until it was perfect.
To solve the first problem, we focused heavily on the emotional components of the site: the headlines, the image selection, and the usability. We wanted parents to really feel what we hoped their kids would feel at school: included, loved, and empowered.
To solve the second problem, we analyzed the most trafficked pages of the current site, and spoke with staff members about the questions parents most frequently asked them. We then designed a sitemap and user flow that addressed the heaviest issues first, and created content that answered questions directly.
To solve the third problem, we extended standard WordPress functionality to include a variety of marketing support tools, including a robust content editing system, deep integration with Infusionsoft (Legacy’s MAT tool of choice), and advanced search optimization tools. Perhaps most impressively, we built a robust “cascading content” network, which allowed Legacy to specify “master” content, and have that content displayed on all network sites unless otherwise specified by a local site. This allowed Legacy to make “network-level” changes to certain kinds of content without overwriting changes made by local administrators, and it allowed local administrators to have a starting point for their content until such time they could make it truly “theirs.”