Best practices for charter schools that want to inform, inspire, and enroll
For many families, your website is the very first glimpse they get of your school. Before they call, visit, or apply, they’re likely Googling you. And what they see—or don’t see—can shape whether they take the next step.
A strong school website doesn’t have to be flashy or expensive. But it does need to be clear, current, and easy to navigate. It should answer the questions families actually have, reflect your school’s identity, and avoid overwhelming people with too much (or outdated) information.
So what should you include—and what can you leave out?
These are the essentials. If you don’t have them yet, start here.
Make it easy to find your address, phone number, office hours, and contact email. Bonus points if it’s right on the homepage.
What grades do you serve? How do families apply? Is there a lottery? What’s the deadline? Be transparent and walk people through it in plain language.
Tell your story simply. A few short paragraphs about your mission, model, and what makes your school special is often more effective than a long “About Us” page buried under jargon.
Include important dates: the first day of school, parent-teacher conferences, application deadlines, and open houses.
Families want to know who’s leading the school. At minimum, include principal and office contact info. Bonus if you add short bios and photos—names build trust.
Stock photos might be easy, but real images from your community go further. A few photos of students learning, collaborating, or participating in school life help families visualize themselves at your school.
If your school is active on Facebook, Instagram, or other platforms, link them clearly. These channels often give families the best sense of your day-to-day vibe.
Once your essentials are strong, consider adding:
These are common additions that often do more harm than good—by cluttering your message, confusing families, or creating extra work for staff.
A calendar with no events since last semester or a blog that hasn’t been updated since 2022 sends the wrong message. Either keep it current or take it down.
Try not to hide key info in 10-page PDFs. Most families are reading on mobile. Use short, scannable web copy whenever possible.
Families don’t care about “tiered fidelity implementation” or “data-informed instructional loops.” They want to know if their child will be safe, supported, and challenged. Use language that’s clear to the people you serve.
Yes, compliance matters. But your website shouldn’t feel like a policy manual. Link to important documents (like the student handbook), but don’t crowd the homepage with legal language.
Your website doesn’t need to win awards. It just needs to do its job: help families learn about your school, feel confident in your mission, and take the next step to connect or enroll.
If your site is clear, current, and welcoming, you’re ahead of the game.
Want help auditing your school’s website or rewriting key pages? ICIC is happy to help. We can give quick feedback, share examples, or even help connect you with an expert who can help make your school's website shine.
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