If Aristotle became your director of marketing, how would he evaluate your school’s website?
As every student of rhetoric knows, Aristotle identified three modes of persuasion: logos, pathos, and ethos. Logos provides evidence and reasoning, pathos touches the heart with an emotional appeal, and ethos builds trust and credibility.
Any attempt to persuade involves these three categories, and making a positive impression on prospective families is no different.
Try this 10-item checklist to evaluate (or plan) your school’s website, browsing through your site and answering each question if you were a prospective parent. Think in terms of both first impressions and reflections after a longer browsing session.
Logos (Logical Appeal) – Why should I send my child to this school?
- Is this a place of academic excellence? Does this institution provide results? How do I know?
- Does this school share our family’s values?
- Does this school offer good quality extracurricular activities we are interested in?
- What else makes this school unique, and are any technical terms (“classical,” “Montessori,” “STEM,” etc.) clearly explained rather than left vague or open-ended?
Pathos (Emotional Appeal) – How do I feel about this school?
- How do the photos and videos make me feel about this school?
- What impressions do I get about what it feels like to be a student here? (Do student or parent testimonials provide insight?)
- How does the website’s design (colors, fonts, graphics, branding, etc.) add to or detract from the impression the site’s content is attempting to convey? (For instance, if the school claims to value beauty, is the site design aesthetically pleasing?)
Ethos (Ethical Appeal) – Does this school seem trustworthy and credible?
- Is this a place of competence and expertise? (And does the website reflect this by being well-designed and up to date?)
- Is this a place of integrity that practices what it preaches? (How can I feel confident that what the schools says about itself is true?)
- As a prospective parent, do the site’s messaging and user-friendly design make me feel valued and welcomed?
After reviewing this list, what did you notice? Share your observations with your marketing team, and collaborate with your website developer to refine your message.
Technology may have changed since Aristotle’s time, but human nature remains constant. By applying his timeless insights on rhetoric, you will naturally foster a deeper and more persuasive connection with your audience.
Can we help you take your website to the next level? Email us or schedule a call to start a conversation.
