Your school website serves as both a public introduction to prospective families and a vital communication tool for current ones. To effectively meet the needs of both groups, it’s essential to understand and provide the information they seek.
Let’s be honest: your school’s website is one of your most important tools for communication and engagement. It’s often the first impression prospective families get of your school, and it’s also where your current families turn for information. But is it serving its purpose? Are parents actually using it the way you hope they are? Let’s explore what parents look for in a school website and how you can make sure yours hits the mark.
For Prospective Families: A Window Into Your School
When new families are considering your school, your website is likely one of the first places they go. Think about it: in today’s digital world, people do their homework online before they step foot anywhere. That means your site needs to give prospective families a clear, inviting picture of what your school is all about.
Here’s what they’re looking for:
- Information About Academics and Programs
Prospective parents want to know what kind of learning environment their child will experience. Do you have unique programs like STEM, arts, or sports? Is your curriculum robust and competitive? Make sure this information is front and center. - Meet the Staff
Families want to know who will be teaching and guiding their children. Include short, friendly bios and photos of teachers and administrative staff to help parents feel a sense of connection and trust. - A Peek Inside the School
Photos and videos go a long way in showcasing your school’s environment. A picture of a smiling teacher leading a class or students enjoying an activity can speak volumes. - Enrollment Information
Make it easy for new families to join your school. Offer clear details about enrollment requirements, tuition (if applicable), and any registration deadlines. Bonus points if you offer online registration to simplify the process.
If your website doesn’t provide these details, you might be losing prospective families before they even get to meet you.
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For Current Families: The Hub of School Life
Now let’s talk about the families who are already part of your community. Your website isn’t just a marketing tool; it’s also a lifeline for parents who need up-to-date information about their child’s school.
Here’s what your current families expect:
- Calendars and Schedules
Parents need to know what’s happening and when. From early dismissal days to school events, having an up-to-date calendar is non-negotiable. And don’t bury it deep in your site—make it easy to find! - Lunch Menus and Payment Options
Parents appreciate knowing what their kids will be eating at school. If you offer an online payment system for meal accounts, even better! The more convenient you make it, the more satisfied parents will be. - Communication Tools
Make it easy for parents to contact teachers or staff. A directory with email addresses or a simple contact form goes a long way in facilitating smooth communication.
Your current families rely on your website for these essentials. If they can’t find what they need quickly, frustration sets in.
Is Your School Website Meeting These Needs?
If you’re unsure whether your website is checking all the boxes, it might be time to step back and evaluate. Here are some steps you can take to ensure your site is parent-friendly and effective:
- Ask Parents for Feedback
Want to know if your website is helpful? Just ask! Use tools like Google Forms or SurveyMonkey to create a short survey. Ask parents how often they use the site, what they find useful, and what they’d like to see added. Their feedback is invaluable. - Make It Mobile-Friendly
A huge percentage of parents will visit your website from their phones. If your site isn’t mobile-responsive, you’re missing out on a lot of potential engagement. Ensure your design adjusts seamlessly for smaller screens. - Keep Content Fresh
Nobody likes outdated information. If the calendar is showing last year’s events or the news section hasn’t been updated in months, it sends the wrong message. Regularly update your site to keep it relevant and useful. - Test It Yourself
Put yourself in the shoes of a parent. Try navigating your website and finding common pieces of information like the lunch menu or an event date. If it’s not intuitive for you, it’s probably not intuitive for parents either.
Turning Your School Website Into a Powerhouse for Engagement
At the end of the day, your school website is a reflection of your school’s values and priorities. By providing useful, well-organized information, you’re showing parents—both prospective and current—that your school is professional, approachable, and committed to clear communication.
Take some time to assess how your site is performing. A few thoughtful updates can make all the difference in turning your website into a tool that parents love to use. When that happens, everyone wins. School website management can make or break your website efforts.