For many parents, an online form is the first step in connecting with your school. It allows them to request information, book a visit, or ask questions. A complicated or poorly designed form can frustrate parents and discourage them from submitting.
By making your forms clear, simple, and easy to complete, you not only increase the chances of enquiries but also give parents a positive, stress-free first experience with your school.
Keep Forms Short and Focused
Parents are often busy and may abandon forms that seem long or complicated. Only request essential information such as the child’s name, age, year group, and contact details. Any extra information can be requested later once the parent is already engaged.
A concise form reduces friction, improves completion rates, and makes the school appear approachable and professional.
Use Clear, Friendly Language
The wording of your form fields and buttons can significantly affect how parents perceive your school. Avoid technical or overly formal language. Instead of “Submit Enquiry Form,” try something like “Request a Prospectus” or “Book Your School Tour.”
Clear language reassures parents and encourages them to take action without feeling pressured.
Highlight Benefits of Completing the Form
Parents are more likely to complete a form if they understand the immediate benefit. Clearly explain what they will receive, such as access to the prospectus, an invitation to an open day, or information about the school curriculum and extracurricular activities.
For example: “Download our prospectus to explore academic programmes and student life at our school” is more effective than a generic prompt like “Submit your details.”
Make Buttons and CTAs Stand Out
Your call-to-action buttons should be highly visible and clearly convey the next step. Use contrasting colors and action-oriented phrases such as “Book a Tour,” “Download Prospectus,” or “Register for an Open Day.”
Placement is also important. Forms should appear where parents naturally expect them, such as on the homepage, admissions page, or at the end of relevant blog articles.
Ensure Mobile-Friendly Design
Many parents will access your website from smartphones or tablets. Your forms must be fully responsive, easy to navigate, and quick to complete on smaller screens.
Test forms across multiple devices and browsers to ensure a smooth experience. Mobile-friendly forms not only improve usability but also increase the likelihood that parents will submit their details promptly.
Include Progress Indicators for Multi-Step Forms
If your form requires multiple steps, such as entering contact details and choosing an event, display a progress indicator. This lets parents know how many steps remain and reduces abandonment.
Multi-step forms can feel less overwhelming when parents can see the process visually and understand that completion is straightforward.
Offer Optional Fields for Extra Insights
While it’s important to keep the main form simple, optional fields give parents a chance to provide extra details, such as their child’s hobbies, preferred tour times, or any questions they might have. This information allows your admissions team to follow up in a more personalised way, creating a smoother and more engaging experience for families.
Respond Quickly to Form Submissions
Responding promptly to online forms reflects well on your school. Automated confirmation emails let parents know their enquiry has been received and outline the next steps. Fast responses to tour bookings or prospectus requests increase the chances of converting initial interest into formal applications.
Make Your Forms Work for You
Optimising your school’s online forms is more than just improving usability, it’s about creating a positive first impression, reducing barriers for prospective parents, and guiding families through the admissions journey.
By keeping forms simple, clear, and mobile-friendly, highlighting benefits, and following up promptly, your school can increase enquiries and build meaningful connections with families. Pairing these forms with well-placed soft calls to action ensures that every website visitor has a clear and engaging path toward admission.
Looking to increase admissions and drive more open day sign-ups? Our Digithrive For Schools team can help. Contact us