A prospective family’s journey often begins - and sometimes ends - on your website. Does your digital admissions funnel work as hard as your enrolments team?
For most families, the decision to choose a school doesn’t begin with a phone call or a prospectus - it begins with a website visit. Your school website is no longer just a brochure; it’s an extension of the admissions process itself.
If the online admissions journey feels confusing or incomplete, families may never make it to that first enquiry.
Awareness: Being Found Online
The journey begins with discovery. Families search for schools that fit their needs - sometimes broadly (“best boarding schools in New Zealand”), other times by name. If your site doesn’t appear in those results, you’ve lost the opportunity before it even begins.
That’s why search engine optimisation (SEO), fresh content, and accurate listings are essential parts of admissions success.
Interest: Building Trust Through Your Website
Once families land on your site, the next step is to spark interest and build trust. Parents are asking:
What makes this school different?
Will my child belong here?
Can I trust the staff to care for and inspire my child?
Your website needs to answer these questions with strong storytelling, clear messaging, and authentic student and parent voices.
Consideration: Enquiry and Tour
At this stage, families are ready to take action - but only if it’s simple. Hidden enquiry forms, clunky tour booking systems, or unclear contact details can discourage parents.
Make it easy by offering:
Visible “Enquire Now” and “Book a Tour” buttons.
Mobile-friendly enquiry forms.
Prompt follow-up emails that reassure families their request has been received.
Decision: Application Made Easy
An application process that feels overwhelming can stop families in their tracks. Clear instructions, transparent fee details, and online submission options help parents complete the process confidently.
Where possible, break applications into steps, provide checklists, and reassure parents that help is available if they need it.
Post-Decision: Staying Connected
The admissions journey doesn’t end once a family applies. Ongoing communication is critical:
Welcome packs and videos for new families.
Easy access to parent portals and updates.
Clear channels for questions and support.
This final stage turns an accepted application into a smooth transition and a lasting relationship.
Does Your Website Support Every Step?
When designed well, your website mirrors the admissions funnel: attracting interest, guiding families, and helping them take the next step. When designed poorly, it creates barriers that leave parents looking elsewhere.
Is your school website guiding families through the admissions journey - or leaving them stuck?
At Queenbee Studio, we design websites that enrol as well as inspire. Let’s make your admissions journey seamless.
