Skip to main content
Local Marketing Muscle

Marketing guides for schools and universities

Schools

What parents look for on a school website

Parents usually visit a school's website before they contact it. Many leave quickly if they cannot find a few basic facts.

The facts parents look for first

  1. Age range and curriculum.
  2. Fees, including what they do and do not include.
  3. Location, transport and bus routes.
  4. The admissions process and deadlines.
  5. Term dates.
  6. Contact details for admissions.

Hiding fees behind an enquiry form is a common reason parents give up on a school website.

Show the school day

Photos of real lessons and real pupils tell parents more than stock images. A short description of a typical day answers many questions before they are asked.

Reports and policies

Inspection or accreditation reports, safeguarding policies and the complaints procedure are often required, and parents who want them will look for them.

Speed and phones

Many parents look at school websites on a phone. Check that pages load quickly and that menus work on a small screen.

Beyond your own site

Parents also find schools through directories. Make sure your school's entry in each directory has the same, current facts as your website.

Some parents arrive having already read an independent comparison. An independent 2026 guide to Bangkok's international schools, for example, sets out each school's published tuition, admission fee and deposit. If a third party explains your fees more clearly than your own website does, parents notice.