An inquiry form should open a door, not close it. So why do so many of them feel like a locked gate with no key? 

As a bridge between a family's initial interest and a meaningful connection with your school, your inquiry form is a critical starting point in the admissions process. But too often, it ends in silence. 

A parent takes the time to share their interest, share a little about their child, hits submit, and then… nothing. Without a thoughtful follow-up, you risk losing families before the relationship even begins.

Every checked box and completed field is a family raising their hand and saying, "We want to know you better, I'm interested, contact me!" The question is, does your inquiry form and the process that follows make it easy for them to walk through the door?

An effective inquiry form needs to:

• Function flawlessly on any device
• Feel personal
• Fuel action

It's time for a quick audit to see if your current form and enrollment management software is falling short in any of these areas. Start by asking:

Is it Easy to Find?

Your Inquiry Form Should Always Be a Click Away

You wouldn't tuck the admissions office away in a hard-to-find corner of your school, would you? Families should be able to find your online inquiry form quickly and easily. Here's how:

• Homepage: Feature your inquiry form prominently on your homepage. Use a clear call to action, like "Inquire Now" or "Contact Admissions," with a button that links directly to the form.
   
• Navigation Menu: Include a link to your inquiry form in your main navigation menu. This makes it accessible from every page on your website. Think about a dropdown menu with options like "Contact Us" or "Admissions" that lead to the form.
   
• Sticky CTA: A "floating" or "sticky" call to action button that stays visible as families scroll through your website provides constant access to the inquiry form. This is especially helpful on longer pages with lots of information.
   
• Every Page: Consider adding a smaller inquiry form or a prominent call-to-action button in the footer of every page on your website. This way, no matter where a family lands, they have a quick path to connect.
   
• Admissions Page: Of course, your inquiry form should be front and center on your "Admissions" page. Remember: The easier it is for families to find your form, the more likely they are to inquire. Make it a priority to provide multiple, clear pathways to connect.​​​​

By my count, St. Patrick's Episcopal Day School’s homepage has four user-friendly inquiry buttons, each just one click from its homepage. It’s hard to miss when you can access it from the main navigation, the footer, a CTA below the hero image, and within the sticky navigation.

Is it Easy to Use?

• First Impressions Matter
  Long before the application process officially begins, your inquiry form is the first interaction between families and your admissions office. A clunky, confusing form can send them clicking away.
   
• Mobile-First/Responsive Design: This is non-negotiable. Your form must automatically adjust to fit any screen size, whether it's a smartphone, tablet, or desktop computer.
   
• Thumb-Friendly: Can users easily tap buttons and fill in fields? Avoid tiny checkboxes or dropdown menus that require precise clicks.
   
• Test, Test, Test: Don't just assume your form is mobile-friendly. Test it on a variety of devices with different operating systems (iOS and Android) and screen sizes.

Keep it Short and Sweet:

• Essential Information Only: What do you absolutely need to know at this stage? Start with the basics, then consider adding a few key questions to help you understand the student better:
   
  • Student's Name
  • Grade Level
  • Parent/Guardian Name
  • Email Address
  • Phone Number (optional)
     
• What are your child's favorite subjects in school? (This can help you match your communications to their academic interests.)
   
• What are some of your child's hobbies or interests? (This gives you insights into their personality and passions.)
   
• What are your hopes for your child's education? (This helps you understand the family's values and priorities.)

Calhoun School's inquiry form does a great job of creating a warm and personalized experience, and by directly thanking families for their interest and offering grade-specific contacts, they humanize the process and create that immediate connection. Adding additional calls to action with links to academic programs, the school blog, and visiting options entices families to explore even further.

What's Your Goal?

Have a Plan for Every Inquiry

Think of your inquiry form as a conversation starter with prospective students. To make that eventual conversation meaningful, you need a clear purpose and a plan for how you'll use the family and student data you gather.

Define Your Objectives

Why would you ask for a phone number if you don’t plan to call or text them? Before you even create your form, ask yourself: "What do we hope to achieve with all this info?"

Do you want to be able to:

• Generating Leads: Capture contact information for prospective families so you can nurture those relationships over time.
• Scheduling Tours and Visits: Make it easy for families to book a campus tour or attend an open house event.
• Providing Information: Offer downloadable brochures like curriculum guides or financial aid resources.
• Start a Dialogue: Encourage families to ask questions and express their interests.

These are all valid goals, but regardless of what you hope to achieve, you’ll need a plan for what to do next. 

“Strategically, we look at the ‘How did you hear about us?’ response,” shared Aspen Academy’s Enrollment Manager Kate Shaw, adding, “[We] make sure we’re touching on new trends and schools we haven't heard of. We then go out and start relationships with those schools to make sure that they know our program and refer their families to us.”

Keep Reading: Lead Nurturing Strategies with Finalsite LeadFlow

Don't Let Inquiries Go Cold

Once a family submits an inquiry, have a system in place for quick and personalized follow-up.

• Automated Response: Set up an automated email to acknowledge the inquiry and thank the family for their interest. This email should confirm receipt of their information and outline the next steps.
   
• CRM Integration: Integrate your inquiry form with your admissions and enrollment management software (EMS) or customer relationship management system (CRM). This helps you track interactions, manage communications, and personalize your outreach with the student's information.
   
• Segmentation and Personalization: Use your admissions software to segment families based on their interests and needs. Remember how you asked about their hobbies and goals? This allows you to tailor your messaging and provide relevant content going forward with automated workflows and communications.
   
• Quick Follow-Up: Don't wait too long to connect with families! Respond within one business day.

Does It Offer Options?

Offer More Options than a Basic Inquiry

While a general inquiry form is a good starting point, expand your options! Offering families multiple ways to connect with your school can move them further down the admissions funnel.

Instead of just a single "Inquiry" option, provide a menu of options that cater to different needs and interests. For example:

• Request Information
• Schedule a Tour/Open House
• Shadow Day/Student Visit
• Financial Aid Information
• Meet with Admissions

Offering families a variety of options empowers them to take the next step that best suits their needs, which can lead to increased engagement and more qualified leads.

St. John's Prep is a great example of an effective inquiry form because it clearly explains the value of inquiring to families who might be unfamiliar with the admissions and enrollment processes. They offer convenient options, like registering for a campus tour while inquiring, and even incentivize engagement with the promise of fun swag!

When families can self-select the information they need, like requesting a brochure or scheduling a tour, it creates a more personalized experience and shows them that you understand their needs right from the start.

Key Takeaway

Hopefully, by now, you understand that the best inquiry forms are a dynamic conversation starter, a personalized invitation, and a powerful tool for connection. With a little attention and effort, it can become a valuable asset in your school's admissions process, helping you connect with more families and grow your school community.

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.