Online Presence Checklist
As January kicks-off, so does high enrollment season for many faith-based schools. Now is the time many parents decide where to send their children for the following school year.
But before prospective parents schedule a tour, meet with admissions directors, or begin an application, they start their search in one of two places: in conversations with fellow parents or online.
Whether they get recommendations from friends or start with a Google search, the beginning stage of a parent’s decision process involves researching schools, comparing parent reviews, scouring school directory sites, scrolling through social media feeds, and combing through school websites.
Because it is often the first thing a parent experiences about your school, your online presence is incredibly important. It creates a prospective parent’s first impression of your school. A good first impression can be the springboard to a school visit. A bad first impression can end a prospective parent’s enrollment journey.
The goal, of course, is to create a trust-building online presence for all prospective parents. So what does “online presence” include? Your online presence includes photos, videos, reviews, articles, links, mentions, and information in any place your school is referenced online.
If this feels overwhelming, have no fear. Blueprint Schools has created a checklist to build a trust-building online presence. Read on!
To ensure your school’s online presence is accurate and trust-building, review the following online sources:
Google Search Results: What will prospective parents find when they Google your school? There’s no need to wonder. You have the same access to your school’s online presence as parents do. Google your school and scroll through the first few pages of search results. If anything is inaccurate contact the source directly with the correct information.
Social Media Accounts: In addition to regular posting, set aside time each quarter to update the “about” section of your social media accounts and check to make sure all links are functional. Don’t forget to include upcoming admissions events or enrollment deadlines on your profile or in regular posts.
School Directory Sites: Even if you haven’t signed up for accounts, your school is probably listed on Niche.com, PrivateSchoolReview.com, GreatSchools.org, and other school directory sites. These sites pull your data from online registries to create initial accounts for you. You can claim your accounts and update the information you find on most of these sites for free. Look for buttons or links that say “claim my listing.” Once you do, update all directory and enrollment information, adding photos and contact information where possible.
Google My Business Listing: Google is the number one search engine in the world, so having a trust-building Google presence is critical to “getting found” online!
CLAIM LISTING: Every school has a Google listing, but not every school has claimed their Google listing. It’s very important to claim your school’s listing so you can make sure your address, phone number, and contact information are correctly listed, as well as add other information about your school.
UPDATE LISTING: Besides making sure your listing information is accurate, it’s important to fill in as many fields as possible. This shows that your listing is active to visitors. It’s the equivalent of a “we’re open!” sign on your door.
POST WEEKLY: After claiming and updating your listing, add at least one update post per week. It can be an invite to an upcoming admissions event or a recent update about your school. Think of it as another social media feed. The goals of this weekly posting are to prove to Google you are an active business and to show prospective parents current updates of your school.
GET PARENT REVIEWS: Ask parents to add reviews to your Google listing & aim to get at least one new review per month. Prospective parents read these reviews and note how recently parents have engaged with your listing (and your school).
School Website: Your school website should be reviewed regularly to ensure your information is accurate. Read every page and check every link at least once a year. During enrollment season, focus on the pages that prospective parents will visit: the admissions page, faculty directory page, tuition information, and next year’s school calendar.
Ask a few parents outside your faculty and staff to read through these webpages. Because faculty and staff are so familiar with school processes and information, sometimes the descriptions we write are not as clear as we think they are. Ask your “readers” if your directions are clear, the admissions process is easy to follow, and if your website is easy to navigate. Adjust based on their feedback.
NOTE: Your school website is really your “first location” for perspective parents and an integral part of outreach efforts. Read more about the importance of a visitor-friendly website here.
Short on time? Not all of these items need to be completed by the principal or director. A detail-oriented faculty or staff member can help with these tasks. Whoever completes these tasks should make sure that log-in information and passwords (and a duplicate copy) are kept in a secure place.
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