A summer gut check for your district’s digital front door
When did you last look at your district’s website through fresh eyes?
Not just to update the lunch menu or double-check the school calendar. But really looked—like a family new to the area, a staff member considering a position, or a community partner wanting to understand what your district stands for.
Your website is more than a communication tool. It’s a first impression. A trust-builder. A 24/7 reflection of who you are and how you serve your students, families, and staff.
And over time, even the most well-built websites can fall out of step with your brand, culture, or community needs.
That’s why summer is the perfect time to pause and ask: Does our website still reflect who we are—and who we’re becoming?
Your Brand Isn’t Static—Your Website Shouldn’t Be Either
A lot can change in a year.
You may have introduced new programs, passed a bond, launched a new strategic plan, or updated your visual identity. Your enrollment might look different. Your community’s expectations might have shifted.
And yet, your website might still reflect the district you were a few years ago—not the one you are now.
When that happens, people feel it. Families might sense a disconnect between what they hear from your staff and what they see online. Job seekers might miss the warmth and energy of your school culture because the site doesn’t tell that story. Even long-time staff might struggle to find what they need because the tools aren’t built with today’s workflows in mind.
Your district deserves a website that keeps up with your growth—and helps power your goals.
“Your website should be your communications partner—not just a digital filing cabinet. It should work with you to build trust, showcase what’s possible, and make it easier for people to connect.”
— Andrew A. Hagen, Integrated Communications Coordinator at CEL
A Website Review You Actually Have Time For
We get it. You’re a school communications or marketing professional in a school district, which means websites are just one of the many things you manage. You’re not a full-time web strategist. You shouldn’t have to be.
That’s why we created a simple Website Reflection Scorecard explicitly designed for people like you.
It’s a four-question check-in that helps you assess how well your website:
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- Reflects your current brand, mission, and values
- Meets the needs of families, staff, students, and the community
- Tells a strong, student-centered story
- Functions on mobile and meets accessibility needs
Each question is rated on a scale of 1 to 5. You’ll get a personalized result based on your score—and a nudge toward the next steps, whether you’re due for a quick refresh or a complete redesign.
Common Signs It’s Time for a Website Update
Even if your website looks “fine” at first glance, there are small signs that it might not work as well as it could. Here are a few to watch for:
1. It feels out of sync with your brand.
Your brand is more than your logo—it’s how people feel when interacting with your district. If your website looks dated or doesn’t reflect your current priorities, it can create confusion or dilute your message.
2. Families say it’s hard to find what they need.
If your inbox is full of questions like “Where’s the school supply list?” or “What time does the office open?”—your website might not be surfacing key information in the right way.
3. You avoid sending people there.
Suppose you find yourself saying, “Don’t mind the homepage—it’s a little outdated,” or avoiding linking to your site in social media posts. In that case, it’s time to revisit how it’s serving you.
4. It doesn’t work well on mobile.
Many (if not most) families access your site on their phones. If navigation is clunky, content is buried, or buttons don’t work well on smaller screens, you’re likely losing engagement.
5. It’s not accessible to all users.
ADA compliance isn’t optional, nor is designing with equity in mind. Accessibility tools and thoughtful design ensure your site is usable for everyone.
Refresh or Rebuild? Know the Difference
Not every website needs a complete overhaul. Sometimes, minor updates can make a big impact. A light refresh might include:
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- Updating your homepage messaging to better reflect your mission
- Replacing outdated photos with images that showcase current students and programs
- Improving navigation so families can find top info faster
- Enhancing mobile responsiveness or page load speeds
- Adding clear calls to action for students, families, and staff
Suppose your site is over five years old or built on outdated infrastructure. In that case, it may be time for a larger conversation about a redesign. Planning over the summer can help you align with your communications goals and launch during the next school year or summer.
If you’re unsure what phase your site is in, look at our Life Cycle of Your School Website framework. It walks through the natural evolution of district websites and w
What You Can Do This Summer
Here are a few low-lift actions that can move you forward:
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- Use the Website Reflection Scorecard to identify gaps
- Gather informal feedback from families or staff on what they use (and wish worked better)
- Review your homepage content and update it with fresh language or current priorities
- Take inventory of outdated or duplicate pages and flag them for cleanup
- Start a conversation with your leadership team about your website’s role in supporting district goals
Pro Tip: Reach out to a few families who are new to your schools or recently moved to the area. Ask what they noticed about your website during their decision-making process. What made them feel welcome? What was hard to find? Their perspective can reveal powerful insights—and often, easy fixes.
Want more ways to make a quick impact? Check out 5 Summer Website Wins for simple, high-value updates you can tackle right now.
Even dedicating a couple of hours to website planning this summer can save you time, energy, and frustration once the school year starts.
You’re building trust, sharing stories, and making things easier for your community every day. Your website should be doing the same.
Let’s make sure it reflects who you are—now and in the future.
