We thought we’d write a best practice guide to help you get the most out of your school website. So, let’s jump straight in.
authenticstyle-School marketing: School website best practices

Have a goal.

When analysing the effectiveness of your website, it’s key to focus on what you’re actually trying to achieve.

Here are a few examples of what goals you could aim for:

  • To maintain/increase your student enrolment
  • Allow students to easily access the student portal
  • Enabling parents to access news and easily get in touch

It’s important that your website is easily navigable.

Both students, parents and fresh visitors need to be able to easily find the information they’re after. Therefore it’s a great idea to look at grouping your navigation items into a user-friendly way. For example;

  • Group pages about policies, values & history into an ‘About Us’ tab
  • Pages on the different stages of learning could be grouped into a ‘Learning’ tab
  • A tab called ‘enrolment’ could contain all the information pertaining to enrolment, whether it be the process, fees or how to apply
  • A community tab could be included to encompass the alumni, parent information, news and events

authenticstyle-School marketing: School website best practices 1

All content should be well laid out and easy to read.

Pages on your website shouldn’t be cluttered, instead, they should be clean and minimal. This will ensure that the content is easy to read and understand.

Use Multimedia.

Using great quality imagery, video and quotes on your site will help you differentiate yourselves from other schools, impress parents and help you overcome objections.

Make enrolment and tour scheduling as easy as possible.

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In order to maximise interest and enrolment, you might consider having dedicated forms on your website;

One for registering interest, which has fields on the parents, children as well as a text field for their questions.
A form for tours would be beneficial too, enabling parents to select the year group they’re interested in and pick a date and time.
Lastly, you might consider making your student enrolment form available to fill out online too.

Prominently show important info, news and events.

Displaying open morning dates for example above your header will help to publicise your open mornings and encourage more people to attend.

Featuring news and events especially on your homepage is a great way of keeping student and parents up to date. Not only that, but it gives parents of potential students a flavour of the school.

Portal links should be included in your header and labelled accordingly, i.e a student portal labelled “student login” as opposed to the name of the software provider.
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Why not include a prospectus download on your site?

Your prospectus is one of your best advertising tools for your school. Get the most out of it by making it available on your website.

Cater for mobile devices.

Your website needs to be mobile friendly. As of Q3 of 2018 52.4% of global web traffic originated from mobile devices, so it’s more important than ever to have a website that works perfectly across all devices. The navigation and buttons must be easy to tap and the text legible.


Your website is the best tool in your marketing arsenal, with the potential to easily reach a global audience. Try out the tips within this article and see if you can ramp up your digital marketing in the new year!

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