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school marketing news

How to optimise your website, improve SEO and generate leads for your school

Posted by John Igglesden

How to optimise your website, improve SEO and generate leadsHow do you generate more leads using search engine optimisation (SEO)? A good question that you should be asking yourself. One of the goals of your school’s website should be to drive prospective parents to your school. So does your website convert as many leads as it could? And how do you get parents to your school’s site in the first place? The answer is search engine optimisation and site optimisation.

Download the infographic here.

Top 3 SEO tips (get the parents to your school’s site) 

1. Keywords
Keywords are still absolutely integral to search engine optimisation. You should have keywords in the title, main body, meta description, alt text and, if you can, the page URL. Using long tail keywords (what people would search for in Google) will produce the best results, as you can cater for parents that are searching for something specific. There is also less competition for these words and hence you have a greater chance of being found.

2. Mobile optimised
Creating a responsive website that is optimised for mobile devices is a must these days. In 2014, the amount of online traffic on mobiles surpassed the traffic from desktops and it has only grown since then. Schools that have unresponsive websites are now most certainly at a disadvantage.

3. Blogging 
Blogging is one of the best ways to increase traffic to your site. It gives you an opportunity to establish yourself as a thought leader in your field and create many separate web pages that you can fill with keywords. The more pages you have on your site, the more Google will take notice and the more opportunities you have to be found.

Top 3 lead generation tips (get the parents to contact you)

1. Good content
Having good content on your site is easily one of the most important factors in converting leads. It is the meat to the sandwich so to speak. If you can communicate to a prospective parent that you are knowledgeable and trustworthy, then you are already one step ahead. Poor grammar and spelling mistakes are a huge turn off and can often be the deciding factor in whether or not a parent stays and converts or leaves your site. Also remember content can be visual like images or videos.

2. Good design
While good design is nothing without good content, good content can be strengthened by good design. If your website is easily navigated and pleasing to the eye you will obviously be more attractive to potential parents. If your website portrays a professional, trustworthy and friendly design that reflects your school, then parents are going to be better introduced to your school’s brand.

3. Forms
Having the right amount of forms on your site will give your leads more opportunity to provide you with their details and convert. Too many forms will be annoying and off-putting and too little won’t give the lead enough chances to convert. It’s a good idea to have very simple forms (newsletter sign ups with only an email field) in the header or footer on all of your site pages. A one field form is not intrusive or intimidating as it only asks for one piece of information.

To read more blogs about SEO click here or download our SEO ebook:

SEO - the 5 basics

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This blog was written by John Igglesden

As an Account Coordinator at imageseven, John’s days are filled with anything from blog and content writing to preparing inbound marketing campaigns. Away from the office you find him drinking coffee or craft beer and discussing clothes, cars and guitars.


Topics: Education, Website, imageseven, SEO, Communication, School website, School marketing strategy, School marketing