No one likes a pushy salesperson, and it's especially true for your school's admission office and its calls to action (CTAs). Your school's website visitors are usually browsing and looking for more information about your school, but if every call to action button is geared toward lead generation and applications, you're probably setting yourself up for some weak conversion rates—and disappointment.

Calls to action are phrases or buttons on your school's website and marketing materials that invite prospective families to carry out an action that you want. Traditionally, these eye-catching buttons and phrases create a sense of urgency to inquire, apply, or give now, but for prospective students and families who aren’t ready to formally submit an inquiry, application, or gift, it's important to consider a more gentle, subtle approach that still engages users.

CTAs are everywhere—on your school’s website, social media posts, digital ads, mass notifications, and emails, which get about a 3% click-through rate on average. Maybe that number could be higher if the offer isn’t so intense as “apply now!”

Soft CTAs, or CTAs aimed at moving the conversation forward and gauging interest without a direct commitment like an inquiry or application, can be a powerful strategy to keep families interested without making them feel pressured to make immediate decisions. This approach can provide families with value and support throughout their decision-making process, even if they’re not ready to sign on the dotted line—yet.

Understanding Soft CTAs

Soft CTAs are less direct and forceful and focus on nurturing potential students and their families by offering helpful resources and gentle guidance rather than demanding an immediate response.

So instead of direct commands like "Apply Today," your school website's CTAs could be "Learn More About Our Programs" or "Explore Life at Our School." These types of invitations encourage engagement without demanding immediate action, making families feel more at ease and in control of their choices.

Strategies for Crafting Soft CTAs

Focus on Value and Relevance

To create an effective call to action, focus on the value these actions will offer the families. For example, a CTA like "Download Our Guide to Choosing the Right School" provides something tangible that assists their research process. It gives families a helpful tool, not just asking them to interact with your school.

Use Inviting Language

The language used in a compelling call to action should be warm and inviting. Phrases like "Join us to discover" or "Start your journey" are welcoming and evoke a sense of adventure and exploration, which is much more engaging and appealing than a standard “download” or “click here.”

Positioning and Timing

Remember that where and when you place your CTAs can influence their perception. Adding a CTA within informational content, such as a blog post about day-to-day life at your school or a description of unique programs, can feel more natural and less like a sales pitch.

Springside Chesnut Hill Academy has the standard CTA buttons to inquire, visit, or apply, but the school also uses effective CTA language to “get started, explore, get a glance, contact, download, and follow.”

Soft Call-to-Action Examples for Schools

Spark Curiosity

Instead of a direct application, grab their interest with a call to action that offers valuable information without making them feel pressured to commit.

Here are some options:

• "See What's New:" Direct users to a page with the latest news, updates, and innovations at your school.
   
• "Watch Our Stories:" Offer a link to videos showcasing student life, events, and success stories. Videos can be very engaging and give a lively glimpse into your school environment.
   
• "View Our Gallery:" Direct them to a photo gallery of school events, facilities, and day-to-day life. A picture is worth a thousand words, after all.
   
• "Discover the [Your School Name] Difference: Join Our Virtual Information Session:" This is perfect for families who might not be able to visit in person. Offer virtual sessions where they can learn about the school and ask questions. "Join our next Virtual Information Session and get your questions answered live by our admissions team and principal."

• "Subscribe for Updates:" Encourage families to subscribe to receive news and updates about school programs, events, and achievements. For example, Nazareth Academy asks users if they’re interested in learning more and encourages them to sign up for its Admission mailing list.
   
• "Explore Our Programs:" Guide them to pages detailing specific educational or extracurricular programs your school offers—great for families interested in particular aspects of your academics.
   
• "Request Information Pack:" This is for users wanting more detailed information about all aspects of your school, including admissions, curriculum, and extracurricular activities. It can be a digital download or even a mailed brochure so they can learn everything about joining.

CTAs that Create Relationships

Encourage families to connect and get to know your school community. This allows them to ask questions, get a feel for your school, and start building meaningful relationships.

• "Schedule a Personalized Campus Tour:" For families that are a bit more interested and might want to get a feel for the school environment, offer a straightforward option for booking a guided tour of your campus to see the facilities and meet staff members.

Cathedral High School encourages users to schedule a personalized tour. Users can also easily sign up to learn more, register for placement tests, or even attend an open house, all from one form through Finalsite Enrollment.

• "Request a Personal Consultation:" Some families will appreciate discussing their child's specific needs or concerns directly with a school representative, like a counselor or admissions officer.
   
• "Learn More About Us:" This CTA is inviting and non-committal, perfect for families still in the early stages of their decision-making process. It can lead them to a page with more detailed information about your school's programs, culture, and values.
   
• "Share Your Interest:" This softer call to action invites families to share what they want in a school. 

Just like Colorado Academy has done through its enrollment management software, a simple form can help your school gather valuable insights and tailor its communications to its target audience.

• "Meet Our Faculty:" Directing users to profiles or interviews with teachers, staff, and administrators can help families feel more connected to the school.
   
• “Get to Know Our Students:” Similarly, introducing current students can help families gain a sense of those who are currently attending and may even see them the following year.
   
• "Register for Our Open House:" Invite them to a specific event where they can visit your school, meet teachers, and ask questions. "Register for our Annual Open House to discover how we inspire every student to achieve their best."

Keep Reading: Lead Nurturing Strategies with Finalsite LeadFlow

CTAs That Offer Exclusive Content

Provide downloadable resources or access to gated content for families. These offers provide value upfront while keeping your school at the forefront of users’ minds.

• "Unlock Your Child’s Potential:" Offer a comprehensive guide or handbook for parents considering your school. This can include FAQs, financial aid information, enrollment steps, and tips on preparing for the school year.
   
• "Subscribe to Our Blog:" Direct them to your school's blog, where they can receive regular stories, advice, and updates. An example could be, "Subscribe to our blog for weekly insights into our educational approach and student successes."
   
• "Download Our Brochure:" Providing an option to download a brochure or an information packet gives families tangible material to review at their own pace. It can include information on curriculum, extracurricular activities, faculty profiles, and alumni success stories.

In a similar approach, Sandy Spring Friends School encourages users to “Take a Closer Look” at its brochure for its boarding school.

• “Fuel Their Future: Sign Up for an Upcoming Event:" Inviting families to attend a webinar or a special event (like a student performance, sports game, or academic showcase) can be a creative way to allow families to see your community and the quality your school offers without the pressure of applying right away.

CTAs that Build Communities

• "Be the First to Know: Join Our Mailing List:" Encourage families to sign up for your school's newsletter or mailing list. This way, they can receive regular updates, news, and stories about your school community. It's a great way to keep them engaged and slowly build their interest and connection to the school.
   
• "Follow Us on [Social Media Platform]:" If your school is active on specific social media platforms, invite them to follow you for daily updates and community stories. It can be as simple as “Connect With Us,” as Bolles has phrased it in its footer.

• "Join us at Our Community Events:" This can be an excellent way for them to get involved and feel a part of the school community on a social level.

Key Takeaways

Soft CTAs are a strategic choice for schools that want to engage prospective families in a respectful and meaningful way. Focus on building relationships and providing value to create a welcoming environment that encourages families to learn more and eventually choose your school when they feel ready. Respect every family's decision-making process and help establish a foundation of trust and mutual respect—then, they'll truly be ready to commit!

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. As Finalsite’s Senior Content Marketing Manager, 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.