One of the most difficult decisions educators face is how to incorporate technology into their classrooms. While certain technologies can simplify and enhance teaching, students must also learn to navigate today's digital world. However, technology can sometimes become an expensive distraction, diverting time and resources from proven teaching methods toward flashy but ineffective tools.

This same tension arises when building a school website. The technological possibilities are endless, but what matters most to educators is how technology can be harnessed to benefit their schools. This ultimately comes down to three words: enrollment, enrollment, and enrollment.

The primary purpose of every school website should be to increase enrollment. Yes, you heard that right: the main goal of your website is to drive enrollment.

Your Website as the First Impression

Your school website is often the first—and sometimes only—place families check when researching your school. If your website isn’t up to par, you might lose your chance to connect with them. However, designing an effective school website can be challenging.

Many schools make avoidable mistakes that result in a poor user experience, ultimately jeopardizing their ability to enroll more students. To help you turn your school website into a valuable asset for increasing enrollment, here are ten common mistakes you should avoid.

The primary purpose of every school website should be to increase enrollment.
Again: the primary purpose of your website is to increase enrollment.

School Website Mistake #1: Not Making Your Website Mobile-Friendly

Bad news: It’s not just your students who are glued to their cell phones; their parents and guardians are, too. A website must be designed with its users in mind, and these days, those users are increasingly accessing sites from mobile devices. According to a report from Hitwise, nearly 60% of online searches are conducted from mobile devices, a number that rises among younger and lower-income users.

When prospective families visit your website, they’re likely doing so on their phones. The good news is that mobile-friendly websites don’t have to sacrifice functionality and can still look great on larger screens. While transitioning to a mobile-enabled site may require an investment of time and resources, it’s essential for attracting today’s families. Not sure if your site is mobile-friendly? Google offers a quick and free mobile checker to help you out.

School Website Mistake #2: Having Broken Links

When parents or guardians visit your website, you want to convey an impression of competence and reliability. Broken links—links to outdated or nonexistent pages—are frustrating for users and make your school appear sloppy.

Websites have two types of links: internal and external. Internal links send users to different parts of your site, and these can break during redesigns. Even minor updates can lead to broken links, so it's crucial to check your site regularly. External links direct users to websites you don’t control, which can become outdated unexpectedly.

To prevent this, host as much content as possible on your own website or social media channels. For links you can't host, consider running a broken link checker quarterly to identify and fix any issues.

School Website Mistake #3: Ignoring SEO

If someone knows your school's name, that’s great; they can easily find you on Google. But what if they don’t know your name? If a parent searches for “best STEM school in [your city]” or “top junior high in [your city],” you rely on Google’s complex algorithm to display your site in the results.

Search Engine Optimization (SEO) is the art and science of tailoring your website’s content and using tags to improve your search ranking. By optimizing your website for SEO, you can increase your visibility to families searching for schools in your community.

Here are a few simple strategies to enhance your school’s SEO:

1. Pick Your Keywords: Use your community's name and key identifiers of your school in your web copy without sounding spammy.
2. Use Tags and Metadata: Include keywords in your website's metadata and descriptions to improve search rankings.
3. Register Your Website with Google Business Profile: This free service verifies your school and enhances its visibility on Google and Google Maps.

School Website Mistake #4: Hiding the Enrollment Page

One of the biggest mistakes public school websites make is burying the enrollment information deep within the site. Since your website's primary purpose is to drive enrollment, the enrollment section should be the most prominent feature. Make it easy for families to find the enrollment button or link on your homepage to minimize clicks and increase the chances of converting visitors into students.

School Website Mistake #5: Targeting Current Students Over Prospective Families

It’s common for schools to focus their websites on current students and families, but your website should primarily serve prospective families. You already have ways to communicate with existing families—use those methods instead! Make your website a resource for families who may not have direct contact with your school. Ensure that your homepage graphics and messaging appeal to these prospective families and provide the essential enrollment information they need.

School Website Mistake #6: Failing to Answer the Question of “Why”

When tailoring your website for prospective families, go beyond providing basic information. Capture their attention by explaining why they should choose your school. What unique value can your school offer to meet the needs of your target families and their children? Answering these questions will help you attract more students.

School Website Mistake #7: Using Too Many Words and Not Enough Images

Unfortunately, most people don’t enjoy reading long blocks of text. Instead, they prefer skimming. To enhance user experience, keep your website copy concise and impactful. Use images and videos to engage visitors emotionally and humanize your school. A photo of your principal with a short welcoming note can be more effective than lengthy letters. Videos showcasing your school community and facilities can also create a lasting impression.

School Website Mistake #8: Having Too Many PDFs to Download

Running a public school often means dealing with a lot of forms and paperwork. While necessary, try to limit the number of PDFs on your website. Many families access websites on mobile devices, where PDFs can be difficult to navigate. Instead of linking to old brochures, provide online forms that are easy to fill out on a mobile device. This approach creates a smoother experience for prospective families.

School Website Mistake #9: Not Utilizing Google Analytics

Just as you use data to improve classroom performance, you should leverage data to assess your website's performance. Google Analytics can provide valuable insights into your website's users, such as their location and the devices they're using. It can also reveal which keywords are driving traffic to your site and which pages are the most popular. This information can help you refine your website’s content and improve user experience.

By avoiding these common mistakes and focusing on creating an effective school website, you can significantly increase your enrollment and connect with families in your community. Remember, your website is often the first impression families have of your school, so make it count!