Most school marketers I know would like to increase traffic to their website. Once you’ve designed a functional, user-friendly site, the next step is to attract prospective parents who are interested in learning more about your school.
Today, we’re faced with a noisy, chaotic internet where it’s increasingly difficult to get noticed. It’s become a monumental task to increase traffic to any website because there are just so many distractions.
Internet distractions also called “noise”, can be deafening, especially when competing against small, local school websites. What is needed is a long-term traffic strategy, not today’s latest shiny gizmo promising to hack your way to the top of Google’s results pages. No, this is about using tried and true marketing tactics to create authority and drive traffic to your school website over time.
Here are 14 strategies for generating traffic to your school website.
Authority is an important concept when it comes to marketing your website. There are two types of authority. One is the type of authority your community has in your school as an educational leader. The other is the type of authority Google recognizes when sending traffic your way. If Google doesn’t recognize you as an online authority, you will not have as much success driving traffic as you would if you built authority.
Implement search engine optimization (SEO) best practices
Learn about the nuances of SEO and make sure you are engaging in SEO best practices. Make sure you have a good understanding of how SEO works today and you might literally supercharge your results. Learn more about SEO Coach DIY Software for Schools
Write compelling content
I dislike the phrase “content is king” as much as the next person, but let’s face it, content IS king. Content centers around the customer, attracts people rather than interrupts them and is more about them than about you. All of social media is basically content. Even paid advertising depends on content. As long as you keep creating relevant, helpful content your families – existing and potential – will keep coming back for more. What’s more, they will share your content, helping you generate even more traffic.
Create YouTube videos
YouTube is a great platform to attract and drive organic traffic to your website. People love YouTube videos not to mention that YouTube is the second largest search engine, second only to Google. Consider creating a video marketing strategy for your school.
Grow your Instagram channel
It’s no secret that many parents are active on Instagram. Instagram is well-known for higher engagement rates than most other platforms. Many schools have had great success driving traffic to their website from Instagram. Click here for 12 tested ways to surge engagement on Instagram.
Consider publishing content on Medium.com
Medium is a blogging platform as well as a way to self-publish articles. Medium offers a larger audience of people who are interested in your content. Uploading content to Medium is easy and requires very little effort. Go to Medium.com.
Leverage email marketing
Email marketing is a great way to drive traffic to your school website. If you haven’t already, create a lead magnet and email drip campaign in order to build a subscriber list. Click here for how to create an email newsletter parents love to read.
Update outdated content on your website
Renew or refresh existing content on your website and blog, especially of some of your content isn’t current or relevant today. Start by conducting a content audit on your website and then look for ways you can update your content and improve the SEO of your site.
Create a webinar
Webinars can be a great way to drive traffic to your site. There are simple-to-use webinar platforms like Demio available to make hosting your own webinar a breeze. Ensure your webinars answers parents’ questions and then invite parents to fill out an inquiry form or apply for enrollment. Learn more about Demio webinar software
Create and share high-quality infographics
Infographics are a popular form of visual content because they are attractive and make information accessible and easy to understand. Infographics help build authority for your school and will drive traffic to your website. Learn more about using an infographic for independent school marketing.
Ensure your site is mobile-friendly
A growing percentage of internet users access content online using their mobile device. For this reason, you need to make sure your website is mobile-friendly. Use Google Search Console to find out if your site has any issues related to mobile-friendliness.
Post helpful content on Reddit
Reddit is a popular platform where you can share useful information and engage in conversations with people. Look for sub-Reddits related to your school and educational philosophy and boost your online visibility. Go to Reddit
Publish SlideShare presentations
SlideShare is a sharing platform for presentations. SlideShare allows anyone to share presentations and video so people can find content relevant to them. The social features of SlideShare will allow you to grow a network of followers and the SEO features, like title tags and meta descriptions will help your content appear in search results. Go to SlideShare
Consider paid advertising opportunities
Facebook, Google and Instagram ads can be an effective tool for driving traffic to your school website. You can target people in your area as well as re-target parents who have visited your website already but have left without filling out an inquiry form. Click here to find out whether Google Ads are better than Facebook Ads for school marketing. Click here to learn how to design an attractive Instagram ad for your school.
If you’re struggling to get traffic to your website, you’re not alone. Implementing the 14 tips above can help you increase traffic to your site.
What traffic driving strategies have you tried? What should be included in the list above? Please share with the school marketing community by commenting below.
Disclaimer: I am an affiliate for some of these resources which means that, at no cost additional to you, I make a commission if you purchase via my link.