Across the UK, birth rates are declining, and the impact is being felt in primary schools. With fewer children being born, schools are now competing more than ever for admissions. Falling admission rates can affect funding, staffing, and ultimately, the long-term sustainability of a school.
But with the right marketing strategies, you can make your school stand out from the crowd and attract more families.
In this article, we discuss how to increase pupil numbers in primary schools, without breaking the bank!
1. Use a Pop-Up on Your Website (For Free)
Your school website is often the first place parents look. Adding a simple pop-up message can immediately grab their attention. Use it to advertise open days, encourage enquiries, and promote what makes your school special.
Best of all? It costs nothing to implement if you’re using a school website provider like School Jotter.
2. Add a Parent Enquiry Form and Clear Call-to-Action
Make it easy for interested parents to get in touch. Add a short form on your homepage asking for name, contact details, and child’s age, and include a phone number for those who prefer to call.
If you remove the barriers to communication, you’ll see enquiries rise.
3. Offer a Digital and Printed Prospectus
A professional prospectus (both online and printed) gives families a snapshot of your values, curriculum, and wider school community. Make sure it’s visually appealing, easy to read, and updated annually.
A downloadable PDF version on your site is a must.
4. Showcase What Makes Your School Special
Every school has a unique offer, whether it’s a strong arts programme, an inclusive community, an outstanding outdoor space, or specialist SEN support.
Identify what sets you apart and shout about it across your website, social media, and local press.
5. Improve Your Google Presence
When parents search “primary schools near me,” your school needs to appear at the top of search engine results. Check your Google Business profile, encourage parents to leave positive reviews, and regularly update your website with fresh content to help with SEO.
6. Give Out Party Bags on Open Days
Make open days memorable for children and parents. A simple party bag with a school-branded pencil, small treat, and leaflet can leave a lasting impression and show that your school goes the extra mile.
7. Promote Afterschool Clubs and Enrichment
Parents are increasingly looking for wraparound care and enrichment activities. Highlight your afterschool clubs, breakfast clubs, and extra-curricular offerings on your website and during tours.
8. Celebrate Good SATs Results Early
If your recent SATs results are better than the previous year, don’t wait to share them. Publish them as soon as possible on your website and social media.
9. Use Facebook Effectively
Facebook is still one of the most effective tools to reach local parents. Post regularly with photos, event announcements, and positive stories.
Boost posts about open days to reach a wider audience for a small cost.
10. Speak to Your Website Provider About a Full Redesign
If your current primary school website is outdated, hard to navigate, or doesn’t reflect the energy and values of your school, it might be time for a redesign.
If you’re looking to improve your school’s website, get in touch with us. We’ve worked with over 3000+ schools in the UK and have built an industry leading CMS.
How to Increase Pupil Numbers in Primary Schools
Declining pupil numbers don’t just impact funding, they affect your ability to offer broad curriculum opportunities, retain great staff, and sustain a thriving school community.
Being proactive now means securing your school’s future and ensuring that local children benefit from all you have to offer.
Get in touch with our team today to learn more about our school website design and school marketing services.
