We thought we were on the right track. After months of preparation and construction, Friends' Central School in Pennsylvania launched its revamped website in fall 2014. The responsively designed site aimed to show off the Quaker school's offerings and give us an advantage in a highly competitive market: The percentage of students enrolled in the greater Philadelphia area's more than 130 private schools has decreased by 5 percent in the past 10 years. We needed to focus on the first impressions of prospective parents and make our value proposition clear.