As always, these business website design analyses are here so you can see examples of sites that are incorporating all of the 5 essentials of business website design. I’m your host Shannon Johnson (PostcardMania’s Web Design Specialist), and my next analysis comes from the Music Education industry. The business, iSchool of Music and Art, is located in Long Island, NY.
Let’s get into it.
See the site in action: www.ischoolmusicart.com
When designing a website, it is of utmost importance to keep in mind the demographic that you are designing for. In the case of the iSchool of Music and Art, I think they nailed this aspect of design right on the head. The website definitely has a “cool” vibe, which is going to speak to musicians and artists better than a more professional looking site.
There are a couple specific things related to the marketing on the website that I want to mention.
1. Each of the three locations for the school has its own page where interested parties can find more information about the branch closest to them. This increases the prospect’s affinity for the school, knowing that their branch has its own specialties and personality.
2. The high-quality video on the location pages really helps potential students see the kind of quality and ability that the school has, which raises their level of trust with the school and establishes credibility without them ever actually seeing the school.
SEO (Search Engine Optimization)
SEO is the practice of optimizing the copy on your website so that search engines can understand what your website is about and how they should rank it for particular keywords. iSchool of Music and Art targets keywords for each of their two main specialties – art education and music lessons. In addition, they target the areas where their branches are (Port Washington, Syosset and Rockville Center) and the broader audience of Long Island.
The copy on the site is minimal, but when there is copy it is impactful. A good example of this is the bios for the business owners in the about me section. These are clearly written in first person and include powerful anecdotes from their lives that impacted the way they view education. This type of writing goes a long way towards increasing the report between prospects and the school.
A great example of good programming is the layout of this site. Once you click on your particular location, the logo for that location sticks with you no matter where you go on the site. Even though many of the pages are exactly the same, it still feels personalized because the logo is personalized. This is the kind of small detail that really helps you connect with visitors.
What do you think about this site? Let’s get the conversation going in the comments.