One of the best strategies for increasing student enrollment is designing your school's website with the admissions process in mind. A successful admissions-focused website not only looks good but also emotionally connects with users, encourages them to act, and, when they’re ready, smoothly guides families through the admissions process.

Yes, your site needs to serve current parents, alumni, and donors, but its main job is to attract new families and increase student enrollment. How your admissions website looks and works has a huge impact on whether it's just a place for people to find the lunch menu or a major part of your school's marketing plan.

But a school website designed for enrollment starts with truly understanding the families you’re targeting.

Understanding Your Audience

Every element of your site should be designed with your key audience in mind: prospective students and their families. Recognizing what they seek is crucial, whether it’s details about academic programs, activities, or the admissions process. When building a website that focuses on admissions, your content and user experience must answer your website visitors' questions, remove any doubt, and provide a clear path forward, like applying or scheduling a visit.

Who visits your website?

• Prospective Students: Potential students looking for a place where they can see themselves succeeding and enjoying their school years.
   
• Parents: Parents are highly invested, and they’re looking for trustworthy and detailed information that will help them make an informed decision.

What are prospective families looking for?

Academic Programs

Both students and parents want to know about the academic opportunities available, the types of classes offered, the backgrounds of the teachers, and your school’s academic achievements.

Student Activities

Information about sports, clubs, arts, and other activities is crucial. Prospective students want to know about the options available for them to pursue their interests and talents outside the classroom.

Campus Culture

Visitors to your site might look for information on your school’s values, student diversity, and what daily life is like for students.

Admissions Information

Parents especially look for clear, straightforward information about the enrollment process, tuition fees, financial aid options, and open house dates.

Saigon South International School lists the reasons why parents choose their school, tapping into the interests and considerations of their main audience. Also, notice the huge calls to action in the footer and the ticky navigation, ready to convert users (more on this later!)

School Websites Designed to Support Enrollment Have:

Emotional Appeal

Tugging on those heartstrings can significantly influence prospective students and their families. If your website is user-friendly and feels personal and inviting, it should transform interest into action.

Connections

First impressions count! Think about the feelings you want to create when someone visits your website—pride, excitement, a sense of belonging—let these guide the look and tone of your pages and their layout.

Images and Colors

Visual elements are powerful, and using photos and videos of students authentically engaged can spark the imagination of prospects and get them excited.

KLA Academy’s homepage design, layout, and colors create a welcoming experience supporting its infant—5th grade student-focused community. Branded colors and engaging language pull users toward inquiring, applying, or scheduling a tour.

Content that Connects

• Student Success Stories: Share stories of students' achievements through your school's programs and experiences.

• Quotes from Parents and Alumni: Hearing directly from others who have experienced your school reassures prospective families that you offer a supportive and thriving community.

• Highlighting Campus Life: Provide an authentic glimpse into your school's day-to-day life, especially if you’re a boarding school. This could include everything from a typical day's schedule to special events like school fairs or art shows. You want your website to share more than just information—you want users to form an emotional attachment to your school.

The Joy School shares the story behind its name and the emotions families feel as part of its community. Remember that the goal is to make prospective students and their parents feel like they will be happy and successful at your school.

• Attractive Design: A well-designed website that puts enrollment first not only catches the eye but also makes it easy for visitors to find the information they need. Here's how you can ensure your school's admissions website is both attractive and functional.

Your School's Spirit

• Brand Consistency: Your website should reflect your school's identity and values. Use your school's colors, logo, and motto consistently across all pages.
   
• Authentic Images: Use real photos from your school rather than stock images. Pictures of students in classrooms, at events, or participating in sports can convey the vibrancy and community spirit of your school.
   
• Layout: Keep your website layout clean and organized. Your admission content and information, like how to apply, visit days, and admission details, should be easily accessible.
   
• Effective Calls to Action: Calls to action (CTAs) are crucial elements on your website that guide users toward engaging more deeply with your school.
   
• Mobile-First Design: Ensure your website looks good and works well on all devices, including desktops, tablets, and smartphones.

So much of a first impression is based on design, and so an attractive and well-thought-out website design like The Independent School’s can significantly impact a family’s perception of your school. Putting differentiators in an eye-catching, interactive design calls out special programs and learning opportunities.

CTAs For Enrollment

Clear Messaging

Each CTA should clearly state what will happen when clicked. For example, a button that says "Apply Now" should take users directly to the application form, while "Schedule a Visit" should lead to a calendar where they can choose a date. Similarly, a “soft CTA” can encourage families to engage with more content, even if they’re not ready to convert on an offer to apply or schedule a campus tour.

Design and Contrast

Make your CTAs stand out from the rest of the web design. If your website’s primary color is blue, an orange or yellow button could effectively catch the eye. The size of the button should also be large enough to be interactive on a mobile device and noticed easily without overwhelming other content.

Location and Visibility

CTAs should be easy to find without scrolling too much, ideally placed high on the webpage and within easy reach as users browse through content. This placement ensures they are seen at the right moment when a visitor might be ready to act.

Like Alamden Country Day School’s CTAs, you can offer users a number of options that align with their goals while still earning a conversion.

Seamless Admissions Experience

If the efforts mentioned above have been successful, the next consideration is creating a seamless admissions experience. Here’s how to ensure your website supports a smooth transition from interested visitor to applicant.

• Easy Transitions: Make sure that finding how to apply is straightforward. Place clear links to the application form on multiple pages, not just the admissions page. Consider having a consistent sidebar, called sticky navigation, with direct links to apply.
   
• Guidance Through Steps: As families are ready to take the next step, it’s not a time to mince words or confuse users. Help families understand what to expect during the application process with simple steps listed on your website, like:
   
  • Step 1: Fill Out Application
  • Step 2: Submit Documents
  • Step 3: Schedule Interview

This clarity can reduce anxiety and make the process more manageable. That process is made much simpler with Finalsite Enrollment, where parents AND admissions staff can see where prospects are in the admissions process so no communications or deadlines are missed.

Customized Inquiry and Application Forms

Building Relationships Early: Your application or inquiry forms can be more than just a collection of contact details and standard questions. Use these forms as an opportunity to start building a relationship with prospective families.

Just like DePaul Catholic High School has done, include questions that allow them to express what they are looking for in a school and what their child's interests and needs are. Tailor your forms to identify families whose values align with your school’s mission and culture.

CMS Integration

Leveraging Data for Communication: Once families fill out your forms, integrate this information into your content management system (CMS) to use it effectively in your communications. This means you can start sending branded and personalized messages to families based on the information they provide.

Key Takeaway

By focusing on design, emotions, and CTAs, you’ll attract prospective students and families and prepare them for an engaging, personal admissions process. That experience shows that your school values their time and commitment, paving the way for a positive relationship right from the start.

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.