School Marketing Must-do: A Simple Way to Get Found on Google
One night this week after supper, my family took turns impersonating each other. Besides laughing a lot, we made a few key discoveries:
My son’s favorite question is: “Do you know what we haven’t had lately?” (This kid is growing four inches a year, so food is always on his mind.)
My husband has an impressive set of highly mimicable head and hand gestures.
And me? If you’ve ever heard me present or consult on marketing, you’d know one of my go-to phrases: “There are no silver bullets or golden tickets in marketing! It’s all about communicating consistently over time.”
While there aren’t any fast passes to building widespread awareness, there are a few marketing must-do’s for schools. One of the most important? Owning and optimizing your Google Business Profile.
Google is the number one search engine in the world, so having a trust-building Google presence is critical to “getting found” online! Not owning or managing your school’s Google Business Profile is like not having a phone book listing in the pre-Internet age—yes, it’s that serious.
When parents start looking for a school, they typically take one of two approaches:
Asking a friend or family member for recommendations
Searching online, often using phrases like “schools near me” or “top schools in [your city]”
If your school isn’t showing up in these searches, you’re missing out on a key opportunity to connect with prospective families. The good news? Claiming and optimizing your Google Business Profile is simple. Let’s walk through the process in five steps.
ONE: Claim Your Google Business Profile
Every school has a Google profile, but not every school has claimed it. Claiming your listing is the first step in making sure your school appears in search results and looks professional.
How to Claim Your Profile:
Go to Google.com.
Search for your school’s name.
Find your school’s Google Business Profile on the right side of the screen (see screenshot below for Blueprint Schools’ profile).
Click “Claim this business” and follow the verification process.
TWO: If You Have a Shared Profile, Separate Your School’s Profile from the Church’s Profile
If your school currently shares a Google Business Profile with your church, it's essential to create a separate one. Why? Because Google allows each listing to be categorized in only ONE way. If your ministry’s profile is categorized as a church, your school may not appear in searches like “Christian schools near me” or “private schools in [your city].” Creating an independent profile for your school ensures that it is properly categorized and easily found by prospective families—without impacting your church’s visibility or searchability.
That said, you can still maintain a clear connection between the two by using Google’s “located within” feature. This allows your church and school to remain linked while each benefits from increased visibility—essentially doubling your ministry’s online presence.
THREE: Update Your Profile for Accuracy and Engagement
Beyond basic contact details, your profile should include as much information as possible. Completing all available fields signals to both Google and prospective families that your school is active and engaged. Key updates to include:
A compelling school description with your mission statement
Correct category selection (e.g., Private School, Christian School, Elementary School, etc.)
Accurate operating hours
Admissions information and a direct website link
High-quality images of your school’s campus, classrooms, and student life
FOUR: Post Weekly Updates
Your Google Business Profile is more than just a directory entry—it’s a platform for showcasing your school. Posting regular updates, much like on social media, keeps your profile active and engaging. Weekly posts could include:
Upcoming admissions events
Open house invitations
Parent and student testimonials
School news and community involvement
By posting consistently, you show Google that your school is an active and trustworthy institution, which can improve your ranking in search results.
FIVE: Encourage Parent Reviews
Positive reviews from current families are a POWERFUL tool for building trust with prospective parents. Reviews also help boost your search ranking, as Google favors listings with frequent and recent engagement. Aim to collect at least one new review per month by:
Asking parents to leave a review after school events
Encouraging new families to share their experiences
Enlisting your PTO or PTA group to help collect feedback
Wrap-Up
A well-optimized Google Business Profile isn’t optional; it’s necessary for helping prospective families discover your school. By claiming, updating, posting regularly, and gathering reviews, you can boost your visibility, strengthen your reputation, and make it easier for prospective families to connect with you.
Take action today! Ensure that when parents search for a great Christian education in your area, your school stands out—and is just one click away.
If you’re looking for more helpful marketing articles, check out the Blueprint Schools Marketing Round-up.
Blueprint Schools loves helping schools reach more families in their communities. If you feel stuck or need advice about your marketing and admissions, we’ll listen to your unique situation, answer your questions, and share how we can help your school thrive.
Take the first step by scheduling a Zoom consultation with us.
