Swallow Hill Website Design & Development
Client: Swallow Hill Music Association
Description:Swallow Hill’s music school provides year-round classes to thousands of adults and children with everything from core guitar classes to specialty skills like swing jazz guitar, banjo, fiddle, bass and more. It also has the most robust offering of private classes and special educational programming for preschool, school age and high school students in Colorado. Their concert department produces more than 200 concerts and special performance events each year within their three-venue facility and at other locations.
Goals: Create modern, elegant and unique look and feel for the organization’s website. Facilitate online promotion and purchase of hundreds of music classes, workshops, concerts and special events. Increase organic search rankings for classes by 50% over an eight month period. Reduce work-load load on in-house staff by 20 hours per week by pushing registrations through the web rather than the telephone.
Solutions: Design and build custom web themes and refactor previous branding including logos, colors and photography. Test visitor behavior with tools like Crazy Egg and Optimizely.
How Success Was Measured: Key Performance Indicators (KPI’s) were setup in advance and during the process. These included: course registrations by category, by revenue, by instructor, dollar amount of donation submissions, # of contact submissions, # of volunteer submissions and # of newsletter sign-ups. Key targets were setup for each KPI and the site has evolved to meet these KPI targets. When one target isn’t reached – an evaluation is made and changes recommended in order for the KPI to reach target. Changes are deployed and new KPI targets are set accordingly.
Contact Tynan to find out how our website design and development can help push your business into the right direction.
