As a private school marketer or principal, you know that your website is one of your most powerful tools for engaging prospective families, current students, and alumni. But once you’ve captured their attention with compelling content, how do you encourage them to take the next step in their journey with your school?
The answer lies in crafting compelling calls-to-action (CTAs). These small but mighty phrases are designed to prompt your website visitors to engage further with your K-12 private school, whether that means requesting more information, signing up for an event, or making a donation.
In this post, we’ll share our top tips for creating calls-to-action that convert, along with examples of phrases that have worked well for us. Whether you’re a seasoned K-12 private school marketer or just getting started, these strategies will help you take your website to the next level.
Please note: We will be using Greenfield Academy as a fictional private school used for illustrative purposes only. However, their success story is a testament to the power of well-crafted CTAs. By strategically placing CTAs throughout their website and tailoring them to specific audiences, they’ve been able to increase enrollment inquiries, boost event attendance, and even inspire more alumni giving. This should inspire confidence in your own marketing efforts.
The Anatomy of an Effective Call-to-Action
Before we dive into specific examples, let’s take a moment to break down what makes a call-to-action effective. While the exact phrasing may vary depending on your goals and target audience, all great CTAs share a few key elements:
- Clarity: Your CTA should be as clear as a freshly cleaned window. Avoid vague or confusing language that leaves your visitors scratching their heads.
- Urgency: Create a sense of urgency that makes your visitors feel like they’ll miss out on the opportunity of a lifetime if they don’t act now. Use phrases like “limited time offer” or “apply now” to get them moving.
- Benefit: Highlight the benefit of taking the desired action. Will they receive valuable information? Get access to exclusive events? Make sure your CTA communicates the value proposition, so they know what’s in it for them.
- Prominence: Place your CTA in a spot that’s impossible to miss, like a giant neon sign in the middle of a desert. Use contrasting colors or bold text to make it stand out.
At Greenfield Academy, they've found that CTAs are most effective when they are specific, actionable, and tailored to the needs and interests of their target audience. For example, instead of using a generic “Learn More” button on their admissions page, we might say “Download Our Admissions Guide” or “Schedule a Campus Tour.” Because let’s face it, “Learn More” is about as exciting as watching paint dry.
By keeping these key elements in mind, you can craft calls-to-action that not only grab your readers’ attention but also inspire them to take meaningful action. And who knows, maybe your CTAs will be so compelling that your visitors will be fighting each other to click on them!
Calls-to-Action for Every K-12 Private School Marketing Scenario
Now that they've covered the basics of crafting effective CTAs let’s look at some specific examples of common private school marketing scenarios.
Admissions
- “Download our free guide to the admissions process”
- “Sign up for our next virtual open house”
- “Schedule a personalized campus tour”
- “Start your application today”
- “Discover why families choose [School Name]”
- “Enroll today and give your child the best education possible (no pressure, but their future kind of depends on it)”
- “Join our waiting list for future enrollment opportunities (because who doesn’t love waiting in line?)”
Academics
- “Explore our innovative STEM program”
- “Learn more about our personalized learning approach”
- “Download our course catalog”
- “Meet our exceptional faculty”
- “See how we prepare students for college and beyond”
- “Discover the difference our school can make in your child’s education”
Student Life
- “Take a virtual tour of our campus”
- “Watch our student spotlight videos”
- “Join us for our annual homecoming celebration”
- “Discover the clubs and organizations at [School Name]”
- “Follow us on Instagram for a behind-the-scenes look at student life”
- “Experience excellence in education at our K-12 private school (where ‘excellence’ is our middle name… literally)”
Alumni Engagement
- “Update your contact information to stay connected”
- “Make a gift to support current students”
- “Register for our upcoming alumni reunion weekend”
- “Share your story: How did [School Name] impact your life?”
- “Volunteer to mentor a current student”
- “Join our community of dedicated educators and engaged parents”
Enrollment
- “Inquire now for Fall [Year] admissions”
- “Schedule a chat with an admissions counselor”
- “Attend our upcoming Admissions Open House”
- “Discover the [School Name] difference”
- “Apply now for priority consideration”
- “Limited spots available - enroll now before it’s too late (tick tock, tick tock)”
- “Act fast to take advantage of our special enrollment offer (because procrastination is so last year)”
By incorporating a sense of urgency, emphasizing the unique value proposition of your school, and highlighting the benefits for both students and parents, these additional CTAs can make the post even more compelling and actionable. And with a sprinkle of humor, your CTAs will be so engaging that even the most skeptical of readers won’t be able to resist clicking.
At Greenfield Academy, they’ve found that customizing their CTAs for specific audiences and goals has been key to driving engagement and action. By speaking directly to the needs and interests of their prospective students, current families, and alumni, they are able to create a more personalized and compelling experience that encourages them to take the next step.
Mobile Optimization: Ensuring CTAs are Mobile-Friendly
With more and more people accessing websites on their smartphones and tablets, it’s essential to ensure your calls-to-action are optimized for mobile devices. Here are a few tips:
- Use Larger Buttons: Make sure your CTA buttons are large enough to be easily tapped on a small screen.
- Keep Copy Concise: Mobile screens have limited real estate, so keep your CTA copy short and to the point.
- Prioritize Placement: Position your CTAs prominently on the mobile version of your site, as users are less likely to scroll extensively on a small screen.
- Test on Multiple Devices: Ensure your CTAs look and function correctly on a variety of mobile devices and screen sizes.
By creating mobile-friendly CTAs, you can ensure a seamless experience for users across all devices and drive more conversions from your mobile traffic.
Metrics and Testing: Tracking and Optimizing CTA Performance
To ensure your calls-to-action are as effective as possible, it’s crucial to track their performance and conduct regular testing. Key metrics to monitor include:
- Click-Through Rate (CTR): The percentage of people who click on your CTA out of the total number who view it.
- Conversion Rate: The percentage of people who complete the desired action (e.g., filling out a form, making a donation, etc.) after clicking on your CTA.
- A/B Testing: Comparing two versions of a CTA to determine which one performs better. This could involve testing different phrasing, colors, or placement.
To conduct an effective A/B test, you’ll need a significant amount of traffic to your site. A good rule of thumb is to aim for at least 1,000 unique visitors per variation to achieve statistically significant results. For example, if you’re testing two versions of a CTA, you’ll need at least 2,000 unique visitors to the page before drawing conclusions. A/B testing is crucial because it allows you to compare the performance of different CTAs and identify which one resonates better with your audience. This can help you make data-driven decisions and continually improve your CTAs over time.
By regularly monitoring these metrics and conducting A/B tests, you can continually optimize your CTAs to drive better results over time.
Integrating CTAs with Other Marketing Channels
To create a seamless experience for prospects and drive more conversions, it’s important to integrate your website’s calls-to-action with other marketing channels. Here are a few ways to do this:
- Email Campaigns: Include CTAs in your email campaigns that link directly to relevant pages on your website, such as event registration forms or donation pages.
- Social Media: Use social media posts to promote your website’s content and include clear CTAs that encourage followers to click through to your site.
- Print Materials: Include URLs and QR codes on print materials (e.g., brochures, flyers) that direct people to specific pages on your website with relevant CTAs.
- Offline Events: Promote your website’s CTAs at offline events, such as open houses or alumni gatherings, and provide easy ways for attendees to take action (e.g., by filling out a form on a tablet).
By integrating your CTAs across multiple channels, you can create a cohesive experience for your audience and drive more traffic and conversions to your website.
CTA Placement: Strategies for Different Page Types
The optimal placement of your calls-to-action will vary depending on the type of page they appear on. Here are some general guidelines:
- Homepage: Place your primary CTA above the fold (the portion of the page visible without scrolling) and make it the most prominent element on the page.
- Blog Posts: Include a relevant CTA at the end of each blog post, encouraging readers to take the next step based on the topic of the post.
- Landing Pages: Position your CTA in the center of the page, surrounded by relevant information and visual elements that support the desired action.
- Navigation Menu: Include key CTAs (e.g., “Apply Now,” “Donate”) in your site’s navigation menu to make them easily accessible from any page.
When in doubt, always prioritize placement based on the user’s needs and the primary goal of the page. Use visual hierarchy (e.g., larger fonts and contrasting colors) to draw attention to your CTAs and make them stand out from other page elements.
Putting It All Together
Crafting compelling calls-to-action is both an art and a science. By understanding the key elements of effective CTAs and tailoring your messaging to specific audiences and goals, you can create a more engaging and actionable experience for your website visitors.
At Greenfield Academy, they've seen the power of strategic CTAs firsthand. By continually testing and refining their approach, they've been able to drive more enrollment inquiries, event sign-ups, and alumni engagement than ever before.
As you work to optimize your own school’s website, remember to keep your calls-to-action clear, urgent, benefit-driven, and prominently placed. Don’t be afraid to get creative and experiment with different phrasing and placements, as well as offers to see what resonates with your audience. Always make sure to have a relevant CTA on every page of your site to guide visitors to take the next step.
If you’re looking for more guidance on creating compelling calls-to-action or any other aspect of K-12 private school marketing, we’d love to help. Contact me today to learn more about Cube Creative Design’s services and how we can support your K-12 private school’s growth and success. Remember, investing in strategic marketing is investing in your school’s future.
