Your school website is one of your most important recruitment tools—but too often, it doesn’t work as hard as it could.
Families visit your website expecting clear information, easy next steps, and a real sense of what your school is all about. When your site falls short, they may never reach out—or worse, they may choose a different school.
Avoid these common mistakes on your recruitment website to ensure your site helps families say yes to your school.
1. No Clear Next Step for Interested Families
Mistake: Your site doesn’t make it obvious how to inquire, apply, or schedule a visit.
Why it matters: Even the most enthusiastic prospective family won’t follow through if it’s not clear what to do next. When CTAs (calls-to-action) are buried, unclear, or absent altogether, you lose momentum—and potentially a new student.
Fix it:
- Add bold, visible buttons like “Schedule a Tour”, “Apply Now”, or “Request Info” across your site—especially on your homepage and admissions pages.
- Include short inquiry forms that are easy to fill out and submit, with only the most essential fields.
- Make sure these CTAs are also placed in your site’s header or navigation menu for constant visibility—you want families to see their immediate next step at all times, without having to scroll.
2. Your Site Looks Great on Desktop—But Not on Phones
Mistake: Your website isn’t optimized for mobile devices.
Why it matters: Most families begin their school search on their phones. If your site is hard to read or navigate on mobile, they’ll likely leave before learning what makes your school special. A mobile-first design isn’t a nice-to-have—it’s essential.
Fix it:
- Use a responsive design that automatically adjusts layout, text size, images, and navigation to fit the screen of any device—whether it’s a phone, tablet, or desktop. This ensures that your site remains easy to use and visually appealing across all platforms.
- Test your most important functions—forms, buttons, menus—on a smartphone to ensure a smooth experience.
- Compress images and minimize bulky code to reduce loading time and keep users engaged.
3. You’re Not Highlighting What Makes Your School Unique
Mistake: Your site’s messaging is too generic or fails to clearly communicate your school’s unique strengths.
Why it matters: Families are comparing your school to others. If you don’t clearly communicate what sets you apart—academically, culturally, and personally—they’ll move on to one that does.
Fix it:
- Clearly name and explain your signature programs—STEM, arts, dual language, early college, or others.
- Use parent- and student-centered language that answers key questions: Will my child thrive here? Is this the right fit?
- Tell real stories—spotlight success, joy, community, and growth through language and visuals that reflect your values. Use positive quotes and testimonials from current families whenever possible.
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4. Using Stock Photos Instead of Real Visuals
Mistake: Your website features generic stock imagery that doesn’t represent your real school community.
Why it matters: Families want to see the environment their child will be learning in. Stock photos are easy to spot and create a disconnect between your site and your actual school culture.
Fix it:
- Plan a photo and video day to capture authentic moments: students learning, staff collaborating, and school life in action. You can even include your students in the process! Have them take photos and help select the ones you feature on your website.
- Use short video clips to add dimension—virtual tours, quick testimonials, or teacher greetings.
- Refresh your visuals throughout the year so they reflect your current programs and students.
5. Navigation is Confusing or Overwhelming
Mistake: Your menus are cluttered, your pages are hard to find, or your content organization is unclear.
Why it matters: If parents can’t easily find information on academics, how to apply, or what makes your school great, they’ll become frustrated—and leave.
Fix it:
- Simplify your navigation by grouping pages under intuitive, parent-friendly categories like Academics, Admissions, and Student Life. Conduct an informal focus group by asking current parents for feedback.
- Cut or archive outdated or unused pages.
- Use clear, welcoming language—“How to Apply” is far more approachable than “Admissions Portal.”
6. No Social Proof or Success Stories
Mistake: Your website is heavy on facts and light on feeling. You’re not featuring testimonials or evidence of success.
Why it matters: Families want to know that others have had a great experience at your school—and that your students thrive. Testimonials build trust and make your messaging more believable.
Fix it:
- Include quotes, short videos, or written testimonials from current families, students, and alumni. Be sure to offer prompts when asking: What were your first impressions of the school? Did those impressions change? How quickly did you feel like you were a part of the community? What was your favorite moment as a student?
- Highlight tangible outcomes—graduation rates, college acceptances, job placements, awards.
- Link to external review platforms like Niche.com, GreatSchools, and Google where families can read real feedback.
7. Outdated Information
Mistake: Old dates, expired applications, broken links, and outdated calendars create confusion and distrust.
Why it matters: Outdated content gives the impression that your school doesn’t prioritize communication or tech. That’s a red flag for families researching options.
Fix it:
- Set quarterly or monthly reminders to review and update admissions dates, calendars, staff pages, and events.
- Routinely check for broken links or forms that no longer work.
- Keep your homepage fresh with recent news, photos, or announcements to show your school is active and responsive.
8. Families Can’t Easily Reach a Real Person
Mistake: The contact page is buried, the email address is generic, or no one responds in a timely manner.
Why it matters: Personal connection is often what tips the scale for a family considering your school. If they can’t easily ask questions or schedule a conversation, they’ll likely move on.
Fix it:
- Add a clear, accessible “Contact Us” page with names, photos, emails, and phone numbers for your admissions or front office team.
- Include a simple contact form or chatbot for easy communication.
- Use inviting, human language—“We’d love to meet you!” instead of “Submit an inquiry.”
Bonus Mistake: Not Measuring What’s Working
Mistake: You aren’t using analytics to understand how families interact with your site.
Why it matters: Without insight into visitor behavior, you can’t improve performance or understand what’s driving engagement—or what’s falling flat.
Fix it:
- Install Google Analytics (or have us do it!) to track key metrics like time on page, click rates, and form submissions.
- Identify where users drop off—then adjust layout, messaging, or CTAs accordingly.
- Use A/B testing to improve CTA language, image placement, or navigation structure.
Final Thought: Your Recruitment Website Should Start the Conversation
Your website shouldn’t just provide information—it should make families excited to take the next steps. When designed with intention, your website becomes a powerful enrollment engine, helping your school stand out, connect, and grow.
Need Help Fixing These Issues? That’s What We Do.
At iMission Institute, we specialize in creating recruitment websites and microsites for K–12 schools—designed for results and built on platforms your team can actually manage.
- Easy-to-update WordPress designs.
- Recruitment-focused messaging and layouts.
- Built-in analytics to track success.
Let’s build something that works for you and showcases your school in the best possible way.
Schedule a call today and turn your website into a tool that helps more families say YES.
