How to increase student enrolment with a great school website

Introduction 

As school admissions season approaches, typically spanning from late October to January, schools face an important period for increasing student enrolment. With declining birth rates in the UK and increased competition, it's more important than ever to ensure your school's website is optimised and makes a positive and impactful first impression to attract prospective families and stand out in a crowded marketplace.  

10 top tips for increasing student enrolment 

Here's 10 top tips to help your school website shine online and maximise student enrolment before the admissions window opens this year. 

1. Start preparation early

Timing is everything. To make the most of the school admissions season, start preparing your website well in advance—ideally by September. A well-prepared website can significantly impact your visibility and appeal to prospective parents. Ensure your site is up-to-date, visually engaging, and easy to navigate. This early preparation gives you ample time to make necessary adjustments and optimise your content for prospective families. 

2. Feature a warm welcome message

Make a strong first impression with a designated ‘welcome message’ from your headteacher or CEO. This personal touch not only adds warmth to your site but also helps prospective parents feel more connected to your school community. A heartfelt message that outlines your school’s values and highlights what makes your institution unique can set the tone for an impactful online experience.

3. Boost website visits 

Schools should ensure their website address is visible on everything that comes into contact with parents—email signatures, letters, and newsletters—with an interactive link that takes users straight to the site. Ideally, include a dedicated section for parents featuring everything they might need, such as a calendar, newsletters, information about uniforms, lunch details, and club updates. This way, parents can easily find what they’re looking for, and the more they visit, the better your school’s presence will be on Google! 

Another great tip is to have the phone answering service mention that the website has plenty of useful information for parents and carers. Additionally, encourage office staff to refer parents to the website whenever possible

4. Increase engagement 

Increase engagement on your website by integrating dynamic content and interactive features. Instead of just sending newsletters via email, link to a web page with the full content. Share a single captivating photo in emails but direct recipients to a full image gallery on your website.

These strategies will not only attract more visitors to your website and keep them exploring, which boosts their engagement with your school, academy, or trust, but they'll also help cut down on calls to the school office. 

5. Optimise for search engines

Ensure your website ranks highly on Google by implementing strong SEO practices. Use relevant keywords, create compelling meta descriptions, and regularly update your content to keep it fresh and relevant. A well-optimised website will appear higher in search results, making it easier for prospective parents to find and learn more about your school. 

6. Highlight key information clearly

Make it easy for visitors to find important information about admissions, school programs, and events. Use clear headings, intuitive navigation, and photography where possible, presenting key details in a visually appealing way.

A streamlined, informative website helps prospective families quickly gather the information they need and encourages them to take the next step in the student enrolment process.

7. Create a dedicated 'parent portal' or area on the website 

A fantastic way to show why families should choose your school is to create a central "Join Us" or "What Makes Us Great" section on your website. This should be the starting point for prospective parents as they explore your site. It’s a chance to clearly explain everything they need to know, making them feel comfortable and confident. Remember, this might be a parent's first time going through this process, so guide them smoothly through the application and help them make the best choice for their child!

8. Include parent testimonials and student success stories

Share testimonials from current students, parents, and alumni to provide a firsthand perspective of the school's impact. Highlighting success stories and achievements can build credibility and trust, making your school more appealing to prospective families.

9. Create a welcome video 

While many schools choose 360 virtual tours, we recommend going for a welcome video instead. A welcome video gives schools a fantastic chance to highlight their passion for education, their unique goals, and what sets them apart. It’s a fun way to show off the school’s personality and helps new families see why their child would thrive and be happy there.

10. Keep it mobile-friendly

Ensure your website is mobile-friendly, as many parents will access it from their smartphones. A responsive design ensures that all features and content are easily accessible and readable on smaller screens, providing a seamless user experience. 

Ready to attract more families and increase student enrolment? 

Don’t delay; start building a website that prospective parents will love.   

Book a free consultation to get your website ready for the new admission season and create an actionable plan to boost student enrolment. 

But don't just take our word for it!   

Read our real-life success story from Lingfield College, which revamped its website last year. By implementing these tips into their new school website design, they saw a significant increase in online enquiries, and as Clare Whitlock, the college's Marketing Manager, quote: