A school’s website is often the first point of contact for prospective parents and students.
In fact, most parents today will research schools online before making a decision about their child’s education. Your school’s website is like its virtual front door. And, just like your buildings and grounds, it needs to make a good - if not outstanding - first impression.
As school admissions become more competitive, a well-designed and engaging website isn’t just a nice-to-have - it’s essential. With this in mind, let’s explore five simple (yet effective) ways to make your school’s website stand out to parents.
What is school life like?
All schools have a unique story to tell, and yours is no different. Visual content - photos and videos of school life - is one of the most powerful ways to tell your story.
Instead of relying solely on stock photos, showcase real moments from the school calendar (with parental consent). Feature high-quality images of students in lessons, participating in sports day, or performing in school productions - to give parents an authentic representation of what school life could be like for their child.
Prioritise mobile-first design
Just like online shopping, it’s no surprise that prospective parents will also be scoping out schools on their phones. With this in mind, your school’s website must be fully functional on mobile devices.
To make sure your website performs properly on mobile, ensure your navigation is intuitive, text is readable (without users needing to manually zoom in) and buttons are easy to interact with.
A mobile-friendly website isn’t only about convenience - it’s about showing prospective parents that your school understands and adapts to digital trends.
Showcase your school’s ethos and values
It almost goes without saying, but your school’s website should clearly showcase what makes it special.
We’d recommend creating dedicated sections that highlight your school’s educational philosophy, values, and achievements. Use engaging infographics or styling to showcase exam results, alumni, or extra-curricular opportunities. Then, demonstrate how these values translate into real-world experiences for current and prospective students.
Remember, parents aren’t just choosing a school - they’re putting their trust in you to educate and aid in their child’s development.
Make sure your website is accessible
In September 2012, Ofsted made it mandatory for all schools in England to have a website. In October 2024, more stringent requirements were introduced, to ensure that schools, colleges, academies, and multi-academy trusts can maintain a consistent level of digital engagement.
One of the key areas was website accessibility and user experience, to ensure that all website users, regardless of disability, can navigate your school’s website effectively.
Not only that, but the new standards also advise:
- Following WCAG 2.1 AA guidelines for accessible website navigation - especially for visually or mobility-impaired users.
- Utilising a responsive design to facilitate easy navigation on mobile
- Keeping information current, especially with details related to term dates, members of staff, or curriculum changes
Keep content fresh and dynamic
An out-of-date school website can suggest an out-of-date school.
You should be regularly updating content on your website with the latest news stories, student achievements, upcoming events, and blog posts. Not only does keeping the content on-site fresh help build rapport with prospective parents, but it can also help improve your search engine rankings, too.
Consider incorporating a social media feed to show real-time updates from school life - while also demonstrating that your school is vibrant and active.
Why this matters for admissions
Your school’s website needs to work in tandem with open events to convert interested parents into applicants.
A well designed and engaging website doesn’t just inform, it helps reassure parents that they are making the right educational choice for their child - especially if you reinforce the ethos and values that makes your school stand apart from others in your area.
Remember, choosing a school is an incredibly important decision for a parent to make for their child. Your website should make that decision easier by presenting your school as a forward-thinking, welcoming institution - where children are equipped to succeed academically.
Do you need help making your school’s website stand out? We’ve helped schools just like yours stand out online. Contact us today to find out how we can help