If your school’s most inspiring events are buried two clicks deep in a dropdown menu, you’re not just hiding information—you’re hiding culture. And when it comes to classical education, your culture is your conversion tool.

Strategic linking isn’t just about SEO. It’s about helping real humans—prospective parents, donors, and even current families—see what makes your school come alive. And that means your events need to be visible, findable, and interconnected.

The Big Mistake: Putting Events in a Lonely Dropdown

Many schools toss all their events under a single “Calendar” tab or, worse, a generic “News & Events” menu item. That’s like stuffing your school’s best moments into a storage closet. If your Shakespeare night, science fair, and Reformation Day celebration are out of sight, they’re out of mind.

Instead, treat key events like the cultural showcases they are. Don’t just list them—link them.

Where to Link Events for Maximum Impact

• Homepage Highlights: Your homepage should have at least one block dedicated to upcoming or signature events. A small calendar icon or date alone isn’t enough—use headlines, photos, or even a rotating spotlight feature.
• Dedicated Event Pages: Build full pages for major events like feast days, concerts, or house competitions. Then link those pages contextually from blog posts, admissions content, and even staff bios when relevant.
• Admissions Page: Add a section titled “See Our Culture in Action” and link directly to your best event pages. Invite families to attend as observers. This is an underused soft recruitment strategy. (For more on that, see what every classical school event page should include.)
• Parent Portal or Weekly Newsletter: Even if you use a separate platform for parent communication, link back to your public-facing event pages. This reinforces unity and encourages parents to share events with outsiders.

Where Not to Link Events

• Don’t isolate them in a PDF. If your “calendar” is just a downloadable file, you’ve lost mobile users, SEO value, and all shareability. Build real pages.
• Don’t bury them three levels deep. No parent is clicking through “About → Community → Life at Our School → Events” just to see what’s happening next Friday.
• Don’t gate them unnecessarily. Public events should be easy to find and open to guests. If a login is required just to view details, you’ve missed an outreach opportunity.

Bonus: Connect Events Across Your Site

When your 4th grade recitation video lives on the “Academics” page, and your House Feast photos are linked from the “Student Life” page, you’re weaving a web that shows how everything connects. This builds a richer, more immersive view of your school—something a flat calendar can’t accomplish.

It also keeps users engaged longer. The more meaningful internal links you have, the more pages they’ll visit—and the more likely they are to act.

Make Every Click Count

Great schools aren’t discovered by accident. If you want families to experience what makes your culture unique, you have to show them—clearly, often, and everywhere it matters.

So go look at your site right now. Where are your events hiding? And what would change if you brought them into the spotlight?