Letting the Client Discover the Answer

We’ve been designing sites for years and while we’re quite good at what we do, it always amazes me when we let the client discover the answer because it often isn’t the answer we thought of.

A couple of years ago we were working with a private school. We asked them how their site fit into their overall marketing plan. After several moments of silence, the answer was “We don’t know.”

So we asked them when students (or actually the parents) decide that this is the right school for them and sign up. They answered “Almost without exception when a family tours our campus, they sign up.” So I asked how their web site could help get more tours. And the “Schedule a Tour” app was born.

Families scheduling a tour were actually taking the first step in the enrollment process, giving the school a next step to engage families in.

Does your site have a next step?

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