The Challenge

Designing an engaging and informative website that captures the spirit of the MCDS community.

1. Short timeframe. The site needed to be ready in just three months, in time for students to go back to school and teachers and parents to find the information they needed to prepare for life back on campus.

2. Multiple stakeholders. In order to include everything the school has to offer on the new website, we had to redo the website structure, rewrite the content and coordinate with over 30 stakeholders for each department to ensure the information was correct and the design truly brought the school to life.

3. Different audiences. We had multiple audiences and we needed to accommodate the customer journey and the messaging for each of them: existing parents and students, faculty members, prospect parents and students, alumni and more.

The Solution

We designed an engaging website considering all audiences and build a conversion-based customer journey
for prospective families and an engaging portal for parents with the latest news and events.
Some of our deliverables included:

  • Digital Strategy
  • Custom
    Website Design
  • Website Development on school
    specific platform Blackbaud
  • SEO Optimization

Website redesign

We worked closely with the client and each head of department to understand the school’s philosophy and designed each page in a unique way to capture an accurate depiction of student life. We worked with over 5,000 images to capture the real look and feel of the school. Our copywriter created content to showcase the school’s dedication to each student’s unique mind and made sure we told a story that resonated with both parents and students.

In three months, we created over 60 pages . Each page was individually planned with user journey-based structure and content, SEO optimized headlines, creative UX driven design and mobile optimization. Each stage of the project was reviewed with the client to get feedback and receive approval before moving forward.

The Digital Silk team identified the functionalities the website would need to be easily managed by the school team as they continue to make updates to ensure the site remains relevant and the latest news is consistently shared with parents and students.

The Results

Compared to last year, the website has achieved better results, including:
  • 15%
    Increase in organic traffic
  • 32%
    Decrease in bounce rate

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