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How to Calculate the ROI of a School Website Redesign
Debbie Eisenach

A new school website can be a significant investment of time, resources, and in some cases, finances. While there are redesign options for every timeframe and budget, understanding how your investment impacts your school’s bottom line is an important first step when considering a website redesign.

Like with all investments, it’s important to understand what your goals are before you decide on your budget. During the past few years, the purpose of a school’s website has expanded dramatically to become the primary tool for admissions: it’s been the crisis communication hub; it helps families find what they need quickly, builds trust, and moves them toward taking action—whether that’s scheduling a tour or completing an application. 

But what you should invest, and how do you calculate the return on investment (ROI) of a school website redesign?

Let's break down how to calculate the return on investment (ROI)of your school website redesign, using real metrics like increased inquiries, saved time, and improved retention. With the right strategy, your website can become one of the most effective tools for reaching your school’s goals.

Defining Your Return on Investment

Our team speaks with school leaders around the world, from public school districts and charter schools to independent and international schools. While calculating the ROI of your school website can be a bit nuanced, there are a few ways the schools we work with define the return on their investment, including:

  1. Boosting Inquiries and Applications with a Better Website
  2. Saving Time and Resources Through Automation and Integrations
  3. Improving Retention by Supporting Parent Satisfaction
  4. Calculating the Real ROI of a School Website Redesign

1. Boosting Inquiries and Applications with a Better Website

Increasing inquiries and enrollment is one of the top reasons schools contact Finalsite in the first place—it’s an important data point that is often measured and reviewed after launching a new website.

One of the most direct ways to measure the success of your website redesign is by looking at the number of inquiries and applications you receive after launch.

Across Finalsite client stories, schools often report big gains. Many see a 50% increase in website visitors and an average 40% increase in inquiries which leads to more applicants and stronger enrollment numbers.

Why? Because a good website make a nice first impression AND It helps families clearly understand your value, find important pages quickly, and know what to do next.

Questions to ask:

  • How fast can families get to your admissions page?
  • Are your landing pages selling the value of your school?
  • Do visitors know what step to take after they’ve explored your site?

Example:

After redesigning their site and adding search engine marketing support, St. Thomas School in Washington reported a:

  • 40% increase in applications
  • 37% increase in inquiries
  • 37% increase in new student enrollment

That’s a clear return—and a clear path for others to follow.

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2. Saving Time and Resources Through Automation and Integrations

When your website works harder, your team doesn’t have to.

From online forms to automated email workflows and integrations with your SIS, schools are finding ways to save time and cut back on manual tasks. With a smart content strategy—like using C.O.P.E. (Create Once, Publish Everywhere)—you can update content once and share it across multiple pages and channels.

This prevents errors, sure, but it frees up time to focus on bigger goals like building relationships and improving family communication.

South Saigon International School Homepage

Example:
At Saigon South International School, automated email workflows helped the admissions and marketing team work more efficiently—and more professionally.

“Our team of three processes over 800 applications a year,” shared Katie Rigney-Zimmermann, Director of Admissions, Marketing, and Communications. “By integrating our systems, we’re saving time, reducing errors, and improving the impact of our marketing.”

Questions to ask:

  • Are you still doing things manually that could be automated?
  • Is your student information system connected to your website and communication tools?
  • Can you send messages to families across email, text, and your mobile app from one place?

3. Improving Retention by Supporting Parent Satisfaction

Keeping your current families is just as important as finding new ones. If the average private K–12 school loses 10% of its students each year, for a school of 180 students, that’s 16–17 students,. That could mean over $500,000 in lost tuition depending on your tuition rate.

When families are happy and feel supported, they’re more likely to stay, and your website plays a key role in this. If parents can quickly find forms, calendars, news, and updates, that leads to a better experience and stronger trust.

Retention doesn't start in April, you need to be reinforcing your school’s value all day, every week, all year long.

Questions to ask:

  • Is it easy for families to find what they need on your website?
  • Do you regularly share updates and reminders that show your school’s value?
  • Are your parent satisfaction scores going up or down?

Pro Tip: Combine your website with a mobile app, email newsletters, and a parent portal to keep families engaged and informed.

4. Calculating the Real ROI of a School Website Redesign

This infographic walks you through the most common way schools justify their new website. 

increase in website traffic


Per Niche PK-12 Education Website Benchmarks, private K–12 schools average 191,125 website sessions per year.

increase in applications graphic

Based on Finalsite client case studies, schools typically see a 50% increase in traffic after a redesign—leading to over 95,000 new sessions. With that surge in visitors, inquiries and applications often rise, too.

The National Association of Independent Schools (NAIS) Data and Analysis Report for School Leadership reported that schools average 385 inquiries per year. A 40% increase from a new website would generate 154 additional inquiries. Applying the NAIS 46.6% application rate, that results in about 71 additional applicants. With a 66% acceptance rate and a 71.4% enrollment yield, this could lead to 34 new students.

increase in revenue

With an average tuition of $32,000, those 34 new students could bring in $1,088,000 in additional revenueevery year. And that’s just from new enrollment. When you add in the value of saved time, better communication, and improved retention, the return is even higher. A compelling return on investment for a website redesign.

Key Takeaway

You don’t just need a better-looking, slick website. You need one that works for your school by helping you attract families, save time, and keep your community engaged. If you’re ready to redesign, Finalsite’s team can help you build a site that does all that and more.

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ABOUT THE AUTHOR

Debbie Eisenach

As part of Finalsite's marketing team, Debbie has worked with international schools for the past 15 years while living in both Asia and Europe. She helps schools understand how they can maximize their web presence while partnering with Finalsite. As a parent of three children who graduated from IB World Schools, she has keen insights into the marketing and communication needs of international schools.


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