The short answer
Put a short school film near the top of your homepage. Make open evening dates easy to find, and answer common questions. Families usually check your website first, so it sets the first impression.
Why your website matters now
Open evening season starts in the autumn for many schools. Before families visit, most look at your website first.
So the website does the first part of the open evening for you. It decides whether a family books a visit at all.
A clear, warm website also helps families who cannot attend. They get a feel for your school from home, and many come back to it later.
It is also worth asking a parent new to the school to try the site. They will spot gaps that staff no longer notice.
Quick wins before September
- Dates on the homepage. Put open evening dates where nobody has to search for them.
- A simple booking route. One button or form, not a long email chain.
- Your school film. Place it near the top, so families see your school in action.
- Answers to common questions. Uniform, clubs, breakfast club and transport are frequent ones.
- Check it on a phone. Many families visit on a mobile, so test every page that way.
- Fresh photos. Replace pictures of old uniforms, past staff or rooms that have changed.
- Contact details. Make the office phone number and email easy to find on every page.
- Captions and alt text. Add captions to your film, and short descriptions to images, so every family can follow.
- Reports and policies. Keep your latest inspection report and key policies easy to reach, as families check them.
Answer the questions families ask
Families arrive at open evenings with similar questions each year. So answering them online saves time on the night.
Ask your office staff what parents ask most. Then add short, plain answers to a single page.
Typical topics include start and finish times, wraparound care, school meals and how to apply.
Keep the tone warm and simple. Families want facts, but they also want to feel welcome.
Link to this page from your open evening details. Families can then read it before they visit, and come with better questions.
Use film to show the day
Words and photos describe a school, but film shows how it feels. Families see the classrooms, the play and the care in under three minutes. That is hard to match with text alone, however well it is written.
A promotional video works well on the homepage. Subject videos suit curriculum pages, and early years films suit Reception pages.
Keep each film short and easy to play. A slow or hidden video is easily missed, however good it is. So make it one of the first things families see.
Also think about the order of the homepage. Dates, film and booking should all sit near the top, ahead of older news.
Make the film easy to find and play
Give the film a clear still image and a short line of text beside it. Then families know what they are about to watch.
Also check it loads quickly on a phone signal, not just on the school network. Many schools host the film on YouTube or Vimeo, then embed it on the page. My guide to putting your school video on YouTube explains the options.
Screen photos from your film can also refresh the rest of the site. As a result, the pictures and the film tell the same story.
Unsure about length? See how long a school promotional video should be.
After the open evening
Many families visit several schools in a short time. So your website is where they go back to compare. A clear film and simple pages make that comparison easier for them.
Add a short thank you message and the next steps, such as how to apply. Include key admissions dates where your local authority sets them.
Keep the film and pages up to date through the year. Families moving into the area will look at any time, not just in the autumn.
If you take photos or film on the night itself, check consent first. Visiting families have not agreed to appear.
It also helps to send a short follow-up email with the film link. Families can then share it with relatives who could not attend.
Questions schools ask
Where should our school film go on the website?
Near the top of your homepage, and on your admissions or prospective parents page.
Can we get a new film before our open evening?
Often, yes. Your videos are delivered within 10 working days of filming, so book with enough time to spare.
Do you build school websites?
No. I make the films and photos, ready for your website provider to add.
When should we film to be ready for the autumn?
Spring or summer term is ideal. That leaves time to edit, approve and add the film before September.
Can we use stills from the film on our website?
Yes. Screen photos can be included with your films, for use online.
Want a film that does the first part of your open evening for you? Talk to me before the season starts.
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