Every now and then, a conversation with a school sums up exactly what so many others are feeling. That happened recently in a call with Nina from an academy in a multi-academy trust. It was just a short catch-up, but it highlighted an issue we’re seeing more and more:

“We’re fighting for places. We used to be the obvious choice – now we’re just one of many. We need to improve how we come across online.”

Managing school places has become increasingly challenging due to rising demand, with a higher volume of applications and the need to ensure sufficient capacity for all students.

The concern? The school’s website. Specifically, how well it supports their admissions process. As an academy, Excalibur faces unique challenges in admissions, including compliance with regulations and coordination with local authorities to manage demand and ensure fairness.

In this article, we’ll walk you through what we learned from that conversation and how schools can take practical steps to increase school admissions by improving their website. If you’re wondering how to attract more families, especially in a climate of falling birth rates and increased competition, this one’s for you. Local authorities and academies must work together to address these challenges and ensure sufficient school places for all.

A Familiar Struggle: “The Website Has Always Been a Bane of My Life”

When Nina stepped into her role in January, the school website quickly rose to the top of her list of priorities. It was built on WordPress by an external agency and shared across the trust. While it looked polished on the surface, it was difficult to manage and not mobile-friendly, a significant issue when parents are increasingly searching and browsing on their phones. Ensuring the site is accessible and responsive on mobile devices is essential, as many parents and students now rely on smartphones and tablets to access school information.

The admissions journey in particular was clunky, overloaded with buttons and jargon, and didn’t help prospective parents take the next step. Clear communication on the website can help guide parents through the process, making it easier for them to understand each stage and reducing confusion.

We chatted through what a great admissions journey looks like and how making a few strategic changes can help increase school admissions quickly and meaningfully.

Why the School Website is Crucial to Admissions Success

It’s no secret that birth rates are falling. Many schools are already seeing the impact – fewer applications, more competition from nearby schools, and a need to be much more proactive in attracting pupils.

Your school website is no longer just a digital brochure. It’s a decision-making tool for families. By providing easy access to up-to-date admissions information, your website benefits both parents and the school, helping parents make informed choices and supporting the school in streamlining the admissions process.

Here’s what most parents are looking for:

• A clear, easy-to-follow admissions process

• Access to accurate and timely information

• Reassurance about key concerns (bullying, SEND, support, values)

• Evidence that your school is modern, approachable, and welcoming

• The ability to take action easily – booking a visit, making an enquiry, or applying

• The benefit of a well-designed admissions journey that makes the process smoother for everyone

Marketing Strategies That Make a Difference

Effective marketing is essential for increasing school admissions and reaching prospective parents. Schools that invest in smart marketing strategies can connect with a broader audience and build trust with families making important decisions about their child’s future.

Start by leveraging social media platforms to share engaging content, such as behind-the-scenes videos, student achievements, and updates about school events. These posts not only showcase your school’s vibrant community but also encourage parents to share content within their own networks, amplifying your reach.

Email marketing is another powerful tool. Regular newsletters with essential information, upcoming open days, and success stories keep your school top-of-mind for parents considering their options. Content marketing, such as blog posts or downloadable guides, can position your school as a helpful resource and support parents in making informed decisions.

Don’t overlook the importance of search engine optimisation (SEO). By optimising your school website for relevant keywords, you can increase visibility in search results and attract more organic enquiries. Use data and analytics to track which marketing efforts are most effective, allowing you to refine your approach and allocate resources where they’ll have the biggest impact.

By combining these strategies, schools can create a strong online presence, build trust with prospective parents, and ultimately increase school admissions.

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Showcasing What Makes Your School Special

Every school has something unique to offer, and highlighting these strengths is key to attracting prospective students and parents. Start by sharing success stories—whether it’s a student excelling in academics, sports, or the arts, these real-life examples resonate with families looking for the right school environment.

Showcase your facilities and resources through high-quality photos and videos. A virtual tour of your campus, classrooms, and extracurricular spaces can give parents and students a genuine feel for daily life at your school. Don’t forget to highlight your dedicated teachers and supportive staff, as they play a crucial role in student success.

Promote your school’s ethos and values clearly on your website and marketing materials. Let prospective parents know what your school stands for and how you support students’ growth, both academically and personally.

Testimonials from current parents and students are especially powerful. Featuring their positive experiences builds trust and credibility, helping families feel confident in their decision. By creating content that emphasises what sets your school apart, you’ll attract students and parents who are the best fit for your community.

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What a Great Admissions Journey Looks Like

Whether your current admissions page needs tweaking or a total overhaul, here are some practical steps to follow:

Clear admissions policies and well-defined admission arrangements are essential to ensure transparency and fairness in the allocation of school places. These elements help families understand the process and deadlines, and support compliance with the School Admission Code.

• Review your admissions system to ensure it is user-friendly and supports efficient data management.

• Make sure your admissions policies are up to date and clearly communicated to all stakeholders.

• The admission authority plays a key role in managing the admissions process, overseeing appeals, and ensuring the system is fair, transparent, and effective for all applicants.

• Regularly update your admission arrangements to reflect any changes in legislation or local requirements.

• Provide clear guidance for managing parental preferences and handling oversubscription scenarios.

1. Start With a Warm Welcome

Instead of jumping straight into policies, tell your school’s story. What do you stand for? What makes you different? What kind of experience can families expect? Featuring a welcoming person, such as the headteacher or a staff member, in videos or photos can help families connect with the school on a personal level and build trust.

This is about creating a connection before you give them a form to fill out.

2. Lay Out the Steps Clearly

Structure the admissions process as a simple, numbered journey:

• Step 1: Check catchment
  Find out if your address is within the catchment area for your chosen primary school or secondary school.

• Step 2: Book an open day or virtual tour
  Visit the primary schools and secondary schools you are interested in. This helps you understand their admissions policies and how they manage oversubscription.

• Step 3: Apply online or via local authority
  Submit your application for a primary or secondary school place through your local authority. Be sure to check the application deadline and important dates for the current school year. Missing a deadline can affect your chances of securing a place, especially for oversubscribed secondary schools.

• Step 4: What happens next?
  After applying, you will receive an offer by a set date. Primary schools and secondary schools coordinate to manage admissions and ensure there are enough secondary school places for students transitioning from primary to secondary education. If you receive an offer, make sure to accept it by the deadline. If the deadline falls on a weekend or holiday, check if the date is extended.

Each step should link directly to the relevant action. Think mobile-first. Avoid jargon. Be helpful.

3. Use Language That Parents Understand

Most schools label links as “Statutory Information” or “General Info”. But parents aren’t looking for that. Try headings like:

• “Your Admissions Journey Starts Here”

• “Why Choose Our School?”

• “What Matters Most to Parents”

Optimising the school’s website and admissions process ensures that key information is more accessible and engaging for parents, making it easier for them to find what they need.

Then link to things like your Ofsted report, SEND provision, bullying policies and pastoral support – but in a way that tells the story, not just ticks a box.

4. Answer Real-Life Concerns

The number one worry for most parents? Bullying.

Make sure this is easy to find. Show them your school is a safe, supportive environment – particularly important for families of children with additional needs.

Use real language, not policy speak. Help them feel emotionally confident about choosing your school.

5. Make Contact Effortless

Want more applications? Be more available.

Tools like Calendly or AddEvent let you offer:

• One-to-one calls with staff

• Easy bookings for open days

• Email reminders for key dates

• Instant calendar adds

Many parents appreciate having multiple, convenient ways to get in touch with the school, especially when their schedules make in-person visits difficult.

These small additions can make a big difference in helping you increase school admissions.

Collaborating with the Community: Building Trust Beyond the School Gates

Building strong relationships with the wider community can have a significant impact on school admissions. When schools collaborate with local businesses, community organisations, and alumni, they create valuable opportunities for students and demonstrate a commitment to real-world learning.

For example, partnering with local organisations can lead to internships, mentorship programs, and hands-on projects that enhance the student experience. Hosting open days and community events allows prospective parents to meet teachers, students, and alumni, giving them a firsthand look at your school’s culture and values.

Engaging with local businesses can also open doors for job shadowing, work experience, and future employment opportunities for students. These connections not only enhance your school’s reputation but also show parents that you’re invested in your students’ long-term success.

By actively involving the community, schools build trust with parents and create an environment where potential students feel supported and inspired to thrive.

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Engaging Alumni: Turning Past Students into Present Advocates

Your alumni are one of your school’s greatest assets when it comes to marketing and increasing admissions. Engaged alumni can share their success stories, offer mentorship, and act as ambassadors for your school in the wider community.

Consider creating an alumni association or organising regular reunion events to keep past students connected. These gatherings foster a sense of belonging and encourage alumni to give back, whether through guest talks, career advice, or supporting school initiatives.

Feature alumni success stories on your school website and social media channels. These real-life examples inspire current students and reassure prospective parents that your school provides a strong foundation for future achievement.

By creating opportunities for alumni to stay involved and share their experiences, schools can build a powerful network of advocates who help attract new applicants and enhance the school’s reputation.

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Tools That Help You Take Action

Here are some platforms we often recommend:

• Calendly – lets parents book a time with staff instantly

• AddEvent – creates events with RSVP and calendar integration

• Schudio Websites – built for schools, with admissions templates, compliance tracking, and everything you need to attract more students

Integrating these admissions tools into one system can streamline management, simplify workflows, and ensure seamless data transfer during transitions.

School leaders can implement these solutions to improve the admissions process, using data collected from these platforms to inform decisions and maintain consistent, accurate insights across their organisation.

Many of these tools have free versions and are easy to set up, even if you’re stuck with a restrictive legacy site.

Using Data and Analytics to Refine Your Approach

Harnessing the power of data and analytics can transform your school’s approach to marketing and admissions. By closely monitoring website traffic, social media engagement, and applicant behavior, schools can gain valuable insights into what’s working—and what isn’t.

For example, tracking the performance of specific campaigns allows you to see which messages resonate most with your audience and which channels drive the most enquiries. This data-driven approach enables schools to make informed decisions, optimise their marketing strategies, and reach a wider audience more effectively.

Analysing student outcomes and retention rates can also highlight areas for improvement within the admissions process or the overall student experience. By identifying trends and patterns, schools can create targeted strategies to enhance satisfaction and success for both current and prospective students.

Ultimately, using data and analytics empowers schools to allocate resources wisely, create more engaging content, and continually enhance their approach to increasing admissions.

A Final Thought: Think Like a Parent

It’s tempting to create your website based on internal needs. But when it comes to increasing admissions, you have to think like your audience.

• What are they worried about?

• What questions are they asking?

• What’s the very first point of contact they will have on your website? This initial point is crucial for setting the tone and guiding their journey.

Then, guide them through a journey that’s clear, welcoming, and easy to act on. Parents need to decide which school is right for their child, so it’s important to address their concerns at each stage of the process. Addressing these key issues not only helps families but can also lead to a positive knock-on effect, with increased admissions benefiting the school’s resources, staffing, and the wider community.

Let’s Help More Families Choose Your School

We’re actively supporting schools like yours to improve their online admissions journey. We invite you to discuss your admissions challenges with us—managing the process effectively can lead to significant benefits, including streamlined operations and improved communication. Whether you need help rethinking your pages, improving your content, or building a brand new website, we’d love to talk.

➡️ Book a call with our team
➡️ Download our School Website Requirements Guide
➡️ Join a free compliance or marketing workshop

Let’s make your website a place where parents feel confident taking the next step.