No Budget? No Problem: Smart School Marketing That Costs Nothing

In today’s digital world, families are researching schools long before they ever schedule a tour. But what if your school doesn’t have a big advertising budget? The good news: you don’t need one. With a little time and strategy, you can make a big impact without spending a dime.

Take the First Steps

The best way to get started on your school’s marketing plan is to start thinking about your current situation and how prospective families are engaging with and coming to know about your school.

• Where are families learning about your school?
• Where are they talking about it?
• How can you improve your messaging using the tools you already have?

For most schools trying to keep advertising costs low, the most powerful marketing tool is undoubtedly your school’s website.

Optimizing Your Website

Your school website is your digital front door. For most prospective families, this is how they’ll make their first impression of your school. Make sure it’s welcoming and informative! Your whole site, particularly your homepage, needs to present a clear and compelling message. Our top 10 must-haves include:

• A mission-driven homepage: Your homepage should feature bold headlines and clear messaging that communicates your identity and values as a school.
• Authentic photos: High-quality photos of students and your school community build emotional connection, trust, and credibility. Avoid stock images when you can.
• A clear admissions page: An organized admissions page clearly guides families through the next steps. Make sure yours creates a strong first impression and helps parents understand what truly matters.
• A “Why Families Choose Us” video: A short video sharing your mission, education, and community through the voices of parents and students builds trust faster than text—especially since parents prefer watching over reading.
• Program highlights: Provide overviews of academic goals, key programs, student-teacher ratios, enrichment, and field trips. These pages will guide families by setting clear expectations for each stage of education.
• Testimonials from parents and alumni: Make sure to include short quotes or 30–60 second video testimonials from parents and alumni, especially on your admissions and about pages. These testimonials provide social proof and help reassure prospective families by sharing authentic peer experiences.
• A tuition and value page: This helps address cost concerns by highlighting return on investment and academic success. Transparency helps families feel more confident in their decision-making.
• A dynamic calendar: Make sure there is a clear way for families to stay engaged and informed, while also highlighting your school’s vibrancy. Dynamic calendars build trust by demonstrating strong communication and an active community.
• A leadership section with bios and photos: Highlighting your faculty and leadership with photos and mini bios helps families feel more connected.
• Community in action content: Photos and videos of meaningful school activities like service projects, events, and student life show that your values are actively lived, not just claimed.

Assessing Your Site

Once you’ve implemented the site changes above, take a moment to reflect on if what you’ve added to your site is showing prospective families what they need to see. When families visit your site, what they’re really asking is:

• Will my child thrive here?
• Will they be known and supported?
• Can I see my family here?

Put yourself in the family’s shoes. Is your site addressing these questions? If so, you’ve created a strong marketing tool for your school.

Other Considerations

Beyond your website, think about where families are searching for your school. Google your school and see what comes up. You’ll want to make sure your Google Business Profile is accurate and up to date. Include your hours, contact info, leadership, and photos. Take the time to check your listings on Niche, GreatSchools, Yelp, and Private School Review, too. These platforms are often the first stop for prospective families.

Another simple but powerful tip? Create a generic email address (like [email protected]) for all your school profiles. This ensures continuity even if staff changes.