6 First Impressions that Matter Most in Enrollment Marketing

You never get a second chance to make a first impression—and in private school enrollment marketing, that first impression can make or break a family’s decision to take the next step with your school.

From the very first click on your website to the moment a student walks through your doors on the first day, every touchpoint tells a story. And that story either draws families in—or drives them away.

Here are six first impressions that matter most in your enrollment marketing strategy:

1—Your Website: The Front Door to Your School

For most parents, your website is the first “hello” they receive from your school. If it’s outdated, cluttered, or difficult to navigate, it sends the wrong message.

Don’t let your website’s homepage look like a front door that’s falling off its hinges. No matter how great what’s inside might be, you’ve already lost the visitor’s interest. Instead, your site should be:

Visually appealing and marketing focused
Easy to navigate with a clear path to inquire or visit
Full of engaging and compelling parent-centered content
A guide to their journey to discover your school

Reflection Question: If a prospective parent lands on your homepage right now, what do they see—and feel?

2—The Inquiry Form: Easy and Inviting—or a Turnoff?

Once a parent decides to reach out, what is their experience like?

I’ve seen inquiry forms that ask for and require too much information that they feel more like a loan application. Don’t let your database dictate your form. Keep it short and welcoming, and make sure there’s something in it for them—such as a helpful admissions guide, video tour, or downloadable viewbook.

Key Questions:

Is your inquiry form easy to complete?
Do you clearly explain why a parent should inquire and what they will receive?
Are you giving them a reason to trust you with their information?

3—Email Responses: Do You Sound Like a Real Person?

What does your first email say about your school?

I recently reviewed a school’s email automation that began with “Dear Sir/Madam.” Yes, that really happened.

Most schools forget about the first email that is set up as an automated response to the inquiry.

Your initial email should be warm, personal, and filled with compelling content that invites the parent to learn more. This is your chance to build a relationship and spark interest.

Try This: Audit your auto-responses and email templates. Have you experienced your parent’s journey through your school’s follow-up emails? Would you send these emails to someone you wanted to impress?

Today’s parents are savvy. When they hear about your school, they’ll often head straight to your social media feeds to see what real life at your school looks like.

What will they find?

If your Facebook or Instagram accounts are dormant—or full of outdated, low-quality content—you’re missing a huge opportunity to inspire trust and curiosity.

Make sure you’re:

Showcasing everyday student life
Highlighting your school culture and values
Posting regularly with authentic, engaging content
Utilizing storytelling to drive your posting strategy

5—Campus Visits: Red Carpet or Routine?

There’s so much potential in your campus visit that I’ve recently presented an entire webinar on the topic. This is your school’s moment to shine in person.

Think about every step of the experience:

Is it easy to schedule online?
Are families greeted with reserved parking and a personalized welcome sign?
Is your reception area warm and inviting?
Are you engaging with the parent in a mutual conversation?
Are you guiding them through their journey to discover your school during their visit?

Roll out the red carpet. As Donna Cutting writes in The Celebrity Experience, create a “wow” that makes parents feel like VIPs—because they are.

6—The Application Process (and Beyond)

You’ve made it to the application stage—don’t let the momentum drop!

Your process should be:

Clear, step-by-step, and user-friendly
Outlined in the admissions section of your website
Full of communication touchpoints
Personal and intentional to find families who are the right-fit

One admissions director I admire, Megan Koch at Mount Pisgah Christian School, recorded a personalized acceptance welcome video for every new student. Imagine the impact that has on a family!

Pro Tip: After acceptance, send a welcome gift or handwritten note. Small touches create lasting impressions.

Bonus: The First Day of School

Don’t underestimate the emotional weight of Day One.

Parents and students are often anxious about starting a new school. How are you helping them feel confident and welcomed?

Create a high-energy, warm arrival experience
Use student mentors or “buddies” to guide new students
Communicate clearly about what to expect on the first day
Celebrate their choice with engaging hospitality throughout your school community

Final Thought: Be Intentional

Creating a lasting first impression isn’t accidental—it takes strategic planning, attention to detail, and a deep commitment to relationship-building.

But it’s worth it.

Every one of these moments is a chance to show a prospective family who you are, what you value, and why they belong with you.

Ask Yourself: Which of these first impressions at your school needs the most attention right now?

If you’re ready to strengthen your enrollment marketing strategies, let’s talk. Helping schools grow with effective proceses and intentional strategies is what I do best.

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