Why an Online Presence Is the New Enrollment Packet
Your school’s enrollment packet used to be everything.
It had the welcome letter, the head of school’s message, a map, a FAQ sheet, maybe even a glossy brochure. It was the first impression. The pitch. The vision. The invitation.
Today? That moment happens online.
Before a parent ever requests a tour or speaks to admissions, they’ve already scrolled your website, watched your videos, read your reviews, and skimmed your Instagram. Their mind is 80% made up before you even meet.
Your online presence is no longer a follow-up. It’s the first touchpoint. The main event. Often the deciding factor.
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The Shift from Static to Dynamic
Most schools still treat their marketing like a brochure.
One moment. One message. One chance.
But modern parents don’t think that way. They don’t just want information. They want confirmation. They’re not asking “what do you offer?” — they’re asking “do I trust you with my kid?”
That answer lives in your digital presence.
Because marketing is no longer a one-time impression. It’s a living stream. A collection of moments, stories, and signals that either build trust or lose it.
A clean site isn’t enough. A brochure video isn’t enough.
You need content that moves — regularly, authentically, and where families already are.
Proof in Practice: Sompting Abbotts
Sompting Abbotts is a small prep school in West Sussex, England.
Not a massive brand. Not a viral sensation. Just a school that got real about how modern parents choose.
Instead of relying on print materials and one-size-fits-all open days, they rethought everything. They surveyed parents. Rebuilt their website. Focused on SEO. Added videos. Shared regular blog content that answered real questions.
The result?
- Website traffic up 169%
- Enrollment inquiries up 97%
- Enrollment itself up nearly 40%
- Multiple year groups with waitlists
- National recognition for digital content strategy
All from a school most people had never heard of.
What worked wasn’t flashy. It was focused. They treated their digital presence like their primary marketing tool — because it is.
What It Takes to Build a Presence That Works FOR ENROLLMENT
What Sompting Abbotts did wasn’t flashy. They didn’t go viral. They just treated their online presence like it mattered — because it does.
Here’s what schools that are growing in 2025 are doing right:
1. A Website That Answers Real Questions
Most school websites talk about the school. Great ones speak to the parent.
Your homepage should answer:
- Will my child feel safe and supported?
- What does a regular day look like?
- How do you handle challenges like anxiety or learning needs?
The FAQ page should be easy to find, clear, and written like a conversation.
2. Short Videos That Show Real Moments
Forget long tours and scripted promos. Show faces. Capture emotion.
- A teacher greeting students
- A student sharing their project
- A parent explaining why they chose your school
You can shoot it on an iPhone. It just needs to be real.
3. Testimonials That Feel Human
Skip the long quotes. Let people talk.
A few ideas:
- “We weren’t sure this was the right place…”
- “Here’s what surprised us most…”
- “This school changed everything for our family.”
Grab five of these and spread them across your site, email, and social.
4. Blog Posts That Build Trust
Use your blog to help parents, not just promote.
Write about things they care about:
screen time, student anxiety, starting middle school.
That’s what gets found on Google. That’s what builds trust before they ever call you.
5. A Social Feed That Feels Alive
Your Instagram shouldn’t look abandoned. It should look like your school feels.
- Field trip clips
- Quick wins from students
- Shoutouts to staff
- A quick “here’s what’s happening this week” post
You don’t need followers. You need energy.
6. A Plan for Turning Events Into Content
Every school has moments worth sharing. Most just forget to capture them.
Start here:
- Film quick clips at open house
- Ask one parent to talk about their experience
- Record student projects or class presentations
- Grab behind-the-scenes from big events
This gives you weeks of content from one day.
7. One Person Who Owns the Process
Most schools fail at content because no one is in charge.
Whether it’s someone on staff or a trusted partner, you need a rhythm:
plan, capture, publish, repeat.
Without it, nothing sticks.
Bottom line:
You don’t need to be everywhere.
You just need to show up clearly and consistently.
The schools that do? They’re the ones families choose.
Quick Wins TO BOOST ENROLLMENT THIS MONTH
You don’t need a full marketing department or a film crew to get started. Here are five quick wins your team can pull off in the next 30 days:
- Pick one story and film it
A parent. A student. A teacher. Use your phone and keep it under a minute. - Update your homepage for clarity
Lead with your values. Add a direct FAQ link. Show faces above the fold. - Write one helpful blog post
Answer a real parent question. Keep it short. Make it skimmable. - Post 3 authentic moments on Instagram
They don’t need captions. Just show daily life. - Schedule a 30-minute strategy check-in
Who owns the calendar? Collects the content? Who presses publish?
Start small. Momentum compounds.
[Insert image: someone checking off a to-do list or planning at a laptop]
The Bottom Line
Families don’t just choose schools. They choose people they trust.
That trust is built long before an open house. It’s built online — through stories, clarity, consistency, and presence.
Sompting Abbotts isn’t special because they had more resources. They had more intention. They showed up where it mattered. And it worked.
So will it for you.
