Don’t be afraid to get personal

Having recently spent quite a bit of time reviewing websites of many independent private schools I was struck by the commonality of the messages they were espousing. There is much talk about catering to the individual, encouraging them to be the best (or at least reach their potential) and to have a life outside of the classroom. Yes, all very nice, but the language used is so formal that it lends itself to being simply adopted as a slogan that is repeated again and again. In effect it becomes more salespeak and less of a philosophy. So it was a very pleasant and more engaging experience when I stumbled across a prestigious English private school site that broke the mould. I’ve included below a screen shot of their admissions page which includes a small description of the school and their philosophy. I could actually imagine these words coming out of someone’s mouth, a key factor in lending itself greater credibility and authenticity. It reminds me that when you’re writing for the web don’t be afraid to write things from the heart, it can make all the difference.



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About Objective Experience

Objective Experience is your partner for customer experience strategy, research, design and usability testing. Our team of passionate Customer Experience Consultants uncover insights from your customers to optimize customer journeys across all digital and physical channels – mobile apps, websites, systems, shopper and retail. We research on how customers interact with products, services and environments through interviews, surveys, focus groups, desk research, eye tracking and usability testing. Actionable recommendations are developed from our in-depth observations and testing. Our partners and clients come from a wide range of businesses and industries - from large financial institutions and government organisations to technical consultancies, Universities and not-for-profit businesses. Objective Digital Holdings Pty Ltd has offices in Sydney (Objective Experience Sydney) and Singapore (Objective Experience Singapore). Eye Tracking, CX, UX, Usability Testing, Shopper Research & Design Thinking across Australasia and South East Asia.

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