Skip to main content

Enrollment Marketing

A person works on a laptop, resting their hand on their head.

Enrollment Marketing

Turn your website into a powerful enrollment and recruitment tool.

Smart Sites makes it easier than ever to showcase what sets your district apart, attract prospective students and families, and promote career opportunities to top talent, all through modern, engaging, and easy-to-manage web experiences designed to support long-term success.

“Your district website is no longer just an information repository, it’s your digital front door. In an increasingly competitive educational landscape, taking an intentional, marketing-forward approach to your Smart Site can be the deciding factor for families choosing a school.”

12 Key Ways to Promote Enrollment on Your Smart Site

Compiled by our award-winning design team, these are just a few of the many ways your Smart Site can help promote enrollment and showcase your school or district to prospective students, families, and staff. With the flexibility of Smart Sites, the possibilities are endless.

1. High-Impact "Call to Action" (CTA) Buttons

Guide prospective parents exactly where you want them to go with prominent, action-oriented buttons.

Website homepage with text: 'Apply Now' and 'The road to college begins in kindergarten.'

  • Best Practices:

    • Use contrasting colors so buttons like "Enroll Now," "Schedule a Tour," or "Apply Today" pop on the page.

    • Place primary CTAs "above the fold" (visible without scrolling) on the homepage and landing pages.

    • Feature an “Enroll Now” link in the header or footer so it remains accessible at all times from anywhere on the site.

  • Recommended Smart Sites Components: Columns (insert buttons via the editor), Icon Matrix, Spotlight, Links

2. Boldly Highlight Your Unique Differentiators

Clearly articulate what makes your school or district the best choice. If a parent only stays on your site for 30 seconds, they should immediately know your unique value proposition.

  • Best Practices:

    • Create a dedicated "Why Choose Us?" or “What Makes Us Great” section on the homepage.

    • Use high-impact statistics (e.g., "98% Graduation Rate," "20+ AP Courses," "1:1 Technology Ratio").

    • Keep copy punchy, scannable, and benefit-focused.

    • Utilize icons or photos to draw attention to your differentiators.

  • Recommended Smart Sites Components: Icon Matrix, Columns, Scroll Over Images

A graphic titled 'PCS at a Glance' with statistics and photos.

3. Display Awards, Accreditations, and Badges

Build instant trust and credibility through social proof and third-party validation.

A blue graphic with the text 'Why Elmore?' and three highlighted benefits.

  • Best Practices:

    • Feature recognized badges (e.g., Niche rankings, Blue Ribbon Schools, State Athletic Championships) in a dedicated "Points of Pride" section.

    • Link awards to a brief news feature or press release on your site to tell the full story.

  • Recommended Smart Sites Components: Icon Matrix, Columns, Horizontal Picture Series

4. Leverage Authentic Video Content

Video is one of the most effective ways to capture and communicate your school’s culture, energy, and overall atmosphere. It gives prospective families and staff an authentic look into daily life on campus, helping them connect with your community and envision themselves as part of it.

  • Best Practices:

    • Embed a high-quality "Welcome to Our District" video on the homepage banner.

    • Feature short, casual video clips that showcase the full student experience: everyday campus life, principal welcome messages, campus walkthroughs, aerial drone footage, and students engaged in art, music, theatre, athletics, and other programs and activities.

    • Ensure videos are mobile-friendly and include closed captioning for accessibility.

  • Recommended Smart Sites Components: Feature Video, Columns (embed videos via the editor), YouTube Channel

Website homepage for Salem Public Schools, featuring images and navigation links.

5. Showcase "A Day in the Life" Imagery

Humanize your district by ditching generic stock photography in favor of real, candid photos of your students and staff.

Website homepage featuring students and text: 'Growing Faith, Equipping Minds, Shaping Futures'.

  • Best Practices:

    • Use high-resolution photos that showcase diverse student activities (STEM labs, arts, athletics, recess, field trips, etc).

    • Focus on facial expressions and emotion to project a warm, welcoming community environment.

    • Update and refresh imagery seasonally, or at a minimum, annually.

  • Recommended Smart Sites Components: Spotlight, Horizontal Picture Series, Parallax Image

6. Promote Special Programs and Unique Offerings

Parents search for schools that cater to their child's specific interests. Make sure your specialized programs are easy to find.

  • Best Practices:

    • Dedicate a section of the homepage to showcase your unique and specialized programs, with clear pathways for visitors to explore additional information and learn more.

    • Build dedicated landing pages for unique offerings like Dual Language Immersion, CTE pathways, Montessori tracks, or award-winning arts programs.

    • Use Smart Sites’ structured menus to group these under an obvious "Programs" or "Academics" tab.

  • Recommended Smart Sites Components:

A webpage displays program offerings, including Health Sciences and Information Technology.

7. Feature Parent, Student, and Alumni Testimonials

Word-of-mouth is a school's strongest marketing tool. Let your current community do the selling for you.

A website page with testimonials and a forest graphic.

  • Best Practices:

    • Create a testimonial section on the main homepage or enrollment landing page.

    • If possible, include a photo, name, and role (e.g., "Sarah M., Parent of a 3rd Grader" or "Class of 2024 Alumnus") to add authenticity.

    • Highlight diverse perspectives (e.g., a family new to the district, a long-time volunteer, a successful graduate).

  • Recommended Smart Sites Components:

8. Create a Frictionless "Enrollment Hub" Landing Page

Don't make parents hunt through multiple departments to figure out how to register. Centralize the entire process.

  • Best Practices:

    • Design a single, clean landing page (e.g., yourdistrict.org/enroll) that acts as a step-by-step guide.

    • Clearly map out the steps: 1) Check boundaries, 2) Gather documents, 3) Fill out the online registration form.

    • Include a visible "Enrollment FAQ" accordion section to answer common questions upfront.

  • Recommended Smart Sites Components:

Screenshot of a webpage with text about enrollment FAQs.

9. Map Out a Clear "Inquiry-to-Enrollment" Funnel

Not every parent visiting your site is ready to register today. Capture the interest of those who are still window-shopping.

A webpage titled 'Contact & Location' displays a form and contact information.

  • Best Practices:

    • Provide a simple "Request Information" or "Contact Us" form for families who want to learn more.

  • Recommended Smart Sites Components:

10. Create an Active "Social Media Hub" to Drive Community Connection

Prospective families want to see the real, day-to-day heartbeat of your schools. By seamlessly integrating your social media presence into your Smart Site, you bridge the gap between formal website content and the vibrant, authentic stories happening on campus every day.

  • Best Practices:

    • Embed Dynamic Social Feeds: Use your Smart Site’s integration tools to display a live Instagram grid or Facebook feed directly on your homepage. This ensures your website content always feels fresh and active, even if you haven't updated the static web copy recently.

    • Curate a "Social Wall”: Dedicate a section of your site to a specific district hashtag (e.g., #DiscoverDistrictName). Encourage teachers and parents to use it, and feature the best posts on your site to give prospective families an insider’s look at your community spirit.

  • Recommended Smart Sites Components:

Website screenshot featuring social media posts and text about school events.

11. Highlight Your Geography, Neighborhoods, and Local Lifestyle

Families don't just choose a school; they choose a community and a lifestyle. Whether your district is nestled in a tight-knit small town, adjacent to a bustling tech hub, or minutes from state parks and beaches, your Smart Site should paint a vivid picture of what it's like to live and grow up in your area.

Website screenshot with school information, including statistics and school names.

  • Best Practices:

    • Create a "Welcome to the Neighborhood" Section: Dedicate a portion of your enrollment page to showcasing the local area. Mention nearby landmarks, parks, community centers, and neighborhood vibes (e.g., "Located just steps from [State Park Name], our students enjoy unique outdoor education opportunities...").

    • Map Out Your Community Connections: Highlight your district's partnerships with local businesses, libraries, and parks departments. Show that the school is a central, active hub of the town.

    • Showcase Your Location on the Homepage: Use photography, video, and thoughtful design elements to highlight the unique character of your community, whether your school is near the beach, in the mountains, part of a farming community, or located in an urban setting.

  • Recommended Smart Sites Components:

12. Showcase Inclusivity

Equity and belonging are top priorities for modern parents. Use your Smart Site to loudly signal that your district is welcoming and accessible to everyone from day one.

  • Best Practices:

    • Prioritize ADA Compliance and Accessibility: Ensure your site’s content meets WCAG accessibility standards (descriptiv alt text on images, high-contrast text, screen-reader friendly content). A site that is easy for grandparents, busy parents on smartphones, and users with disabilities to navigate reflects a thoughtful, inclusive district culture.

    • Showcase Diverse Representation: Ensure the photos, videos, and testimonials featured across your site reflect the actual demographic diversity of your community so every prospective family can see their child thriving there.

  • Recommended Tools & Resources:

    • Within Administration Options, enable ‘AI Alt Text Generation’ for all users

    • Ensure all website content is accessible and screen reader friendly, and avoid using PDFs unless they are accessible. Learn more in our help articles.

    • Tools like WebAIM make it easy to check color contrast if needed

A group of students in red and white uniforms pose outdoors.