Your school tour is one of the most powerful conversion points on your website—so why is no one signing up?
The truth is, most private and classical schools unknowingly make simple homepage or layout mistakes that kill momentum before it starts. Let’s fix that.
1. Hiding the Tour CTA Below the Fold
Many schools bury the tour button halfway down the homepage—or worse, only link to it from the menu. If it takes more than two seconds to find, you’re losing families who were ready to act.
Your homepage should feature the tour CTA prominently.
We covered how to structure homepage CTAs here.
2. Using Vague Language (or No Language)
“Schedule a Visit” sounds safe. Too safe. You want to create urgency and clarity. Try something stronger: “Book a Private Tour” or “Come See a Day in the Life.” Your button copy should be action-driven, not passive.
Even better? Add a subheading or microcopy that reinforces the benefit: “See firsthand how our students thrive.”
3. Making It a Form Instead of a Flow
Most “schedule a tour” pages are just long forms with zero context. That’s a mistake. Before asking for info, frame the value of a visit. What will they experience? Who will they meet? Why does it matter?
Need help organizing your site around real-world user behavior?
Start with this guide to homepage structure.
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