I’ve been hearing this question lately: “Should we redesign our school’s website and messaging before we dive into digital advertising?” It’s that chicken and egg paradigm. And on paper, I get it: schools are unhappy with the look and feel of their website, the messaging isn’t *quite right* or the navigation has been Frankenstein-ed over the years and needs a major overhaul.
These are all valid concerns, but for many schools struggling with enrollment, here’s the truth: an overhaul of your website doesn’t solve your board’s budget goals, your “hidden gem” syndrome, or your enrollment decline. In many cases, your school doesn’t have a website problem; you have a brand visibility problem.
According to the Enrollment Management Association’s 2024 report, The Ride to Independent Schools, “On average, families have considered the possibility of an independent school for 18 months to two years, though this varied widely, with 10% considering it for less than six months and 30% for more than five years.”
With this in mind, schools should advertise year-round.
Why Your School Should Prioritize Digital Advertising
We know how important it is for schools to have an engaging, user-friendly website. However, unless you’re undergoing a major change—such as shifting from coed to an all-girls school or expanding the grades you serve—the timing of your website redesign should not hold up your marketing efforts. Here’s why:
Admissions Cycles Are Time-Sensitive
Parents begin searching for schools well in advance of application deadlines. And they are searching year-round. You risk missing this crucial window if you wait until your website is redesigned before launching your digital advertising campaign. And we all know that web redesigns take months (if not years!) to complete. Waiting could be detrimental to your admissions process, resulting in fewer opportunities to capture the interest of prospective families.
Visibility is Key
To build awareness and drive traffic, digital advertising is essential. Ads give your school visibility where parents are actively looking for educational options. Whether through search engine marketing (SEM), social media ads, or other digital channels, the goal is to reach potential families right when they need you most. When they head to Google and type “private school near me,” it’s paramount that your school is there to answer that question.
Website Improvements Can Happen Alongside Advertising
If your website needs major updates, don’t let that stop you from advertising. We have seen schools create custom landing pages that are simple, informative, and conversion-focused, taking some of the pressure off schools that need a major website overhaul. A custom landing page will provide a solid entry point for prospective families while you work on your website redesign.
Continuous Optimization Leads to Better Impact
With a custom landing page in place, you can gather valuable insights from your digital ads immediately. Bonus: this feedback will inform the design and messaging of your new website! You’ll know what works, what doesn’t, and how parents engage with your brand.
Is your website important? Absolutely.
Do website redesigns take time? Yes.
Don’t wait for the perfect website to launch ads. Even if your new website is still under construction, you can make sure your school is discovered when parents are searching.
Liz Zweigle serves as the COO at Truth Tree, leading a diverse team of digital marketing experts and former school admissions, marketing, and leadership professionals. With 15 years of experience in school operations, Liz seamlessly integrates her wealth of knowledge into daily conversations and collaborations with both the team and school partners.
Passionate about supporting schools and enhancing their digital reach, Liz is always brainstorming innovative solutions and serving as a trusted advisor for strategic initiatives.
