Engelberg Abbey School has had a website for a long time, perhaps longer than many other boarding schools. But that’s exactly what you could see in the meantime: It was getting on in years and needed more than just a facelift. It was therefore an easy decision to get involved in Engelberg Abbey’s major project to redesign its website.

From brochure to digital experience
30 years ago, school websites were primarily digital brochures: static, text-heavy, with little interaction. And a repository for all the information parents might need in the decision-making process. Today, they are the central medium of first perception and often the important moment when a family decides whether or not to continue with us.

Gut feeling beats information center
For users, a website is no longer just a source of information, but a navigation aid. It must provide orientation, clarify expectations and create trust – quickly, clearly and without hurdles. Anyone interested in a private school or boarding school wants to feel in seconds: Does this school suit my child, our attitude, our life? Content, tone and user guidance contribute directly to this “gut feeling”.

Young people get involved
Today, young people themselves also have a say in the choice of school. Some do their research in parallel, others want to play an active role in the decision. Their criteria differ from those of their parents: atmosphere, community, leisure culture, social fit – how does it feel to live here? – are decisive for them. They want to experience, not just read.

The website as a stage for the school
For institutions such as Stiftsschule Engelberg, the website is a stage, a brand anchor and a decision-making aid all in one. It does not replace discussions, but it decides whether discussions take place at all.

As the needs of websites have shifted, so have the requirements: responsive design, accessibility, GDPR compliance, performance and search engine friendliness are now a matter of course.

Interactivity creates closeness
This is complemented by new needs: authentic insights into everyday school and boarding school life, transparent processes, clear paths to a consultation – and, above all, digital experiences that create closeness. Interactive content such as films, 360° tours and interviews build relationships before a conversation takes place: Faces, voices, spaces and moods have a more immediate effect than text. Parents gain trust, young people sense the atmosphere. Interaction extends the length of stay, reduces uncertainty and leads to more informed contact.

So what makes a good website? It is strong when it is easy for outsiders and deep for those interested. If it not only provides information, but also does digitally what a good boarding school does analogously – orientation, trust and clarity.

We believe that the redesign of our website fulfills these points and that we can not only inform parents and young people, but also inspire them. Take a look and see for yourself!

Claudia Heil
Marketing & PR