When parents visit your school website, they aren’t there to browse casually. They come with a purpose: to find clear answers that will help them make one of the biggest decisions of their lives - where to educate their child.
If those answers are hidden, incomplete, or hard to find, families may quietly cross your school off their list. So what exactly are parents looking for?
The Admissions Pathway
The admissions department is the beating heart of a school website. Parents want to understand:
Entry requirements and application deadlines.
Clear information on fees, scholarships, and financial assistance.
A simple step-by-step guide to applying.
Easy ways to make an enquiry or book a tour.
If this information is vague or buried, families may assume the process will be complicated. Transparency and simplicity build trust.
Daily Life at School
Parents want to picture what life will be like for their child. This goes beyond curriculum details - it’s about the experience. Key content includes:
A snapshot of a typical school day.
Extracurricular activities, sports, and arts programmes.
Pastoral care and wellbeing support.
Facilities that enrich student learning.
The more vividly you bring daily life to life - through photos, videos, or student stories - the easier it is for parents to imagine their child thriving in your community.
Clarity and Accessibility
A beautifully designed website means little if parents can’t find what they need. Simplicity and speed matter:
Menus should be logical and intuitive.
Contact details must be easy to spot.
Key admissions info should be accessible in just a click or two.
Think like a parent who’s busy, juggling multiple tasks, and researching schools in the evening. The easier you make their journey, the more positive their impression.
Quick Wins to Build Confidence
Some simple additions can make a big difference to parents:
FAQs covering common concerns.
Downloadable guides that summarise admissions or curriculum info.
Visible call-to-action buttons for “Enquire Now” or “Book a Tour.”
These small touches show that your school anticipates parent needs and respects their time.
Meeting Parents Where They Are
Parents come to your site with questions. The more quickly, clearly, and confidently you answer them, the stronger their trust in your school becomes. A website that delivers the right information at the right moment doesn’t just inform - it reassures.
Is your website answering parents’ most important questions or leaving them searching in frustration?
At Queenbee Studio, we specialise in designing parent-friendly school websites.
Book a discovery call today - we’d love to explore how your website could work harder for your families.
