Designing a Website That Tells and Sells Your Story
24 June 2025
How Harvard-Westlake School Turned Digital Storytelling into Enrollment Gold
In today’s hyper-competitive independent school landscape, a beautiful website isn’t enough. Parents aren’t just browsing for tuition rates and test scores—they’re scanning for signs of belonging. They’re asking: Does this place feel like home? Will my child thrive here?
If your school's website doesn't immediately spark that connection, you may already be losing them.
That's where storytelling comes in. And not just any storytelling - strategic, emotion-driven, values-rich storytelling that reflects your school's unique culture and makes people feel something the moment they land on your homepage.
STORYTELLING THAT STICKS
“Great storytelling isn’t just about writing pretty sentences or posting polished videos,” says Ari Engelberg, communications director at Harvard-Westlake School. “It’s about uncovering why your school exists—and translating that into content that makes people stop scrolling.”
At Harvard-Westlake, that meant rethinking not only what they said but how they said it. They started by asking deeper questions:- What do we believe about education?
- What sets us apart—not just in programs, but in personality?
- What do our families feel when they’re on campus?
Then, with the help of Interactive Schools, they wove those insights into every corner of their digital presence—from homepage headlines to student profiles, video features, and call-to-action buttons.
The result? A website that doesn’t just inform—it inspires.
The impact? Higher engagement, longer time on site, and an uptick in inquiries. “We didn’t just update our website,” said Engleberg. “We reintroduced our school’s heart to the world.”
Lessons from the Harvard-Westlake Playbook
Here’s what Harvard-Westlake got right—and what your school can learn from it:
⭐ 1. Lead with Heart, Not Just Highlights
Yes, your STEM lab is impressive. And yes, your campus looks beautiful. But parents aren’t enrolling in bullet points - they’re enrolling in a feeling. Harvard-Westlake’s storytelling approach starts with emotion: belonging, curiosity, ambition, and joy. The photos, copy, and structure all reinforce that from the first click.
⭐ 2. Structure Content Like a Narrative, Not a Brochure
The Harvard-Westlake site doesn’t read like a catalogue - it reads like a storybook. Each section flows naturally into the next, using narrative arcs, personal quotes, and thematic visuals to build interest and momentum. Every click deepens the user’s understanding of who the school is, what it stands for, and who it’s for.
⭐3. Let Your Community Speak
From students to faculty to alumni, authentic voices are at the heart of the site. These aren’t just testimonials—they’re micro-stories that bring the mission to life. One student video, one quote from a teacher, or one alumni spotlight can do more to build trust than a paragraph of marketing copy ever could.
⭐ 4. Think Beyond One Day
Build your image library over time. Capture seasonal moments, signature events, and everyday routines. The more diverse your collection, the more stories you can tell.
⭐ 5. Think of Your Website as a Welcome Center
This isn’t just your digital front door—it’s your admissions office, campus tour, and brand ambassador all rolled into one. Harvard-Westlake made sure their site felt as warm, personal, and polished as an in-person visit. That included strategic content placement, intuitive navigation, and messaging that spoke directly to their dream families.
Your Turn: Craft a Website That Works (and Feels)
Every school has a story to tell. And with the right approach, your website can become your most potent enrollment tool.
Here's how to get started:
- Audit Your Current Content: What feels flat or generic? What could be more human?
- Define Your Brand Voice: Is it formal or friendly? Academic or adventurous? Decide and apply it consistently.
- Invest in Story-Driven Media: Use video, photography, and copy that capture moments, not just milestones.
- Create Emotional Journeys: Map out how prospective families move through your site. Are they hooked from the start? Do they feel something by the end?
Final Thought
In a world flooded with information, emotion is what differentiates. Families won’t remember every detail on your admissions page—but they’ll remember how your story made them feel.
So, stop selling. Start storytelling. Because the right story doesn’t just describe your school—it invites families to belong.
And that’s what truly converts.
Just ask Harvard-Westlake (Read the full case study)
