You are forgiven if you don�t read past the first paragraph in this article. The plethora of screen-to-screen (read door-to-door) web experts purveying the importance of e-commerce to education has exploded my yawn threshold  as well, so I�ll be brief.

Given the unlimited storage capacity of websites, it is very tempting to use them as the encyclopaedia of your institution, which in many cases is what web designers and hosts want, but is this necessary?  The following facts and observation lead me to argue that quantity is good, but targeted quantity is even better

In 2003 Education NZ research concluded that international students will visit a potential overseas school�s website at least 12 times before enrolling; in addition, 65% of international students use the internet to gather information.

In March, Statistics NZ released a very interesting report - The Digital Divide.  The report summarised research into 'Internet access among households in New Zealand' and concluded that: households with children aged 10-14yrs are most likely to have access to the Internet; the highest proportion of home users with a computer are the 45-54 age group [read parents]; 50% of households having two children less than 15yrs are connected to the internet (this is one of the HIGHEST in the world!!).

In a previous article I explored the idea that a website is a series of doors. In this sense effective web designers use each page as a door that leads the viewer one step closer to requesting more information; i.e. start communicating with you directly. The fewer doors they need to open the better!

So what can we take from these facts/observations?

E-activities (i.e websites, e-mail) must be incorporated into your school communications plan. Just like all other forms of communication the purpose of e-activities is to 'feed the hunger for answers.' I always use the sales adage that: e-mails and written material are the pitch; students, family, teachers, agents, parents are the sales staff; your website is the confirmation of purchase.

As such, from the potential parent/students point of view your website should be: 

•       Easy to navigate i.e. the fewer doors the better  
  
•       Provide good information. Value adding information like ERO reports, calendars, subject, staff pages etc, should be set up in a secure area that can only be accessed with an e-mail address (i.e the viewer�s), password and/or viewer�s request to be on your e-mail newsletter list. 
  
•       Attractive yet relevant and functional in design. Once the viewer is in the front door, are there rooms/pages/sections designed specifically for them? For example, a door leading to �XYZ School and Parents�, �XYZ school and past Students�, XYZ school and students.� Essentially similar information packaged to be attractive and relevant to the viewer

So next time your web designer or staff suggests additional pages, consider how you can structure the site to encourage interest, inspire returns and talk to the viewer. Be creative, be daring. After all it�s all about communication and opening doors and minds. As educators we're good at that.