Families may never call your school—but they might still “visit” online. Review sites like Niche and GreatSchools often shape a parent’s first impression before they ever step through your doors. With Google reviews gone for K–12 schools, these platforms matter more than ever.
Short answer: yes.
Longer answer: they’re one of the few places where you can hear what families say about your school “in the wild.” Reviews surface patterns you might miss in surveys and they’re often the first impression for families you’ll never know were considering you.
Think about it: if you’re choosing a new doctor and one has a 4.8 rating with recent, specific praise while another shows a 1.2 from 2018 and nothing new…which one are you calling? Families do the same mental math with schools.
Our job is to make sure the story that exists online is both accurate and encouraging so families click “Learn more,” not “Back.”
As of 2025, Google removed reviews and star ratings from Business Profiles for general-education K–12 schools and disabled new reviews going forward (universities and preschools are not included). Google cited persistent prank/unhelpful content as the reason, and communicated the change globally after first moving in the UK and Ireland.
What that means: Your Google profile still matters for accurate hours, phone, and map pins, but you’ll need to build your reputation elsewhere.
GreatSchools and Niche are the most important. These platforms show up frequently when families search for “best schools in [city]” and, with Google reviews gone, they’re where parents will read real experiences and see ratings. GreatSchools alone reports reaching tens of millions of parents annually.
Also good to consider: your Facebook page (if you don’t have reviews enabled, you probably should!)
But for K–12 reputation, GreatSchools and Niche are the must-haves.
When a family searches for your school, they want to know if the information they see is official and trustworthy. That’s why claiming and verifying your school’s profile matters so much. A verified profile tells families: “Yes, this school is paying attention, and this information is accurate.”
Think of it like the blue check mark on social media, it signals credibility. And for schools, it also unlocks tools like responding to reviews and updating important details that might otherwise be outdated or incomplete.
When your profile is verified, you can:
Here’s what a verified GreatSchools profile looks like:
Verification is equally important on Niche. Once you claim your profile:
Here’s what a verified Niche profile looks like:
Bottom line: if your school hasn’t claimed and verified its profiles yet, that’s step one. Without verification, you’re letting others—or outdated info—tell your story for you.
Once your profiles are claimed and verified, the next step is filling them with authentic voices from your community. A polished profile with no reviews can feel like a stage with no actors, families want to hear real stories from parents, students, and alumni.
Why? Because reviews are one of the few ways prospective families get an unfiltered look at your school. Even a handful of thoughtful reviews can tip the balance between a parent clicking “Schedule a Tour” or backing away.
The best way to build momentum is to ask families you know will leave thoughtful, positive feedback. Maybe it’s the parent who raves about your teachers at every pickup, or the alum who came back to volunteer. These early reviews set the tone for what others will see.
People are more likely to leave a review if the process is simple. Share direct links to your GreatSchools and Niche pages in a follow-up email, text, or even with a QR code at events. Tie the ask to natural moments—after a successful student showcase, a parent-teacher conference, or graduation.
Both Niche and GreatSchools value consistency. A slow, steady stream of reviews (5–10 per semester) looks more authentic than 20 reviews all in one week. It also helps your school stay current, families notice when the most recent review is from two years ago.
Never offer incentives for “good” reviews or try to screen which families can post. Both platforms monitor for this, and it can lead to reviews being removed. Instead, invite honest feedback from a wide range of families. Even constructive reviews give you a chance to respond, show you’re listening, and demonstrate growth.
Bottom line: Reviews are less about perfect ratings and more about credibility. Families want to know your school is real, responsive, and ready to welcome them. A living, breathing review page does that better than any brochure ever could.
Step 3: Build Your Online Story
At the end of the day, families aren’t looking for perfection online—they’re looking for authenticity. A verified profile, a steady stream of real reviews, and thoughtful responses paint a picture that’s both credible and compelling.
Remember:
When those pieces work together, your online presence becomes more than a rating, it becomes a living, authentic reflection of your school’s culture. That matters deeply, because many families will decide whether to take the next step with you before you ever know they were considering you.
Bottom line: You don’t need a perfect score. You need a profile that feels real, current, and welcoming. That’s what helps families say, “This might be the right place for us.”
Online reviews aren’t about chasing five stars, they’re about helping families see who you really are. A verified profile signals that your school is present and accountable. Authentic reviews give families confidence that the experiences they read are from real people, not marketing copy.
In other words, reviews are less about reputation management and more about relationship building. They let families glimpse your values before they ever walk through the doors.
So don’t worry about polishing every corner of your online presence until it shines. Worry about making sure it’s authentic, current, and welcoming, because that’s what helps the right families take the next step toward your school.
Reviews aren’t about spin; they’re about fit. Families want to know: Will my child be known, challenged, and supported here? Keep that at the center of your online story, and the right families will lean in.
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