Your homepage isn’t just a welcome mat—it’s a decision point. When a prospective parent lands on your site, they’re asking one question almost immediately:

“Is this worth exploring further?”

And the answer depends almost entirely on one element: your call to action (CTA).

In classical school websites, we’ve seen beautiful homepages with inspiring language and strong photos—but no real invitation. Or worse, five competing CTAs pulling the visitor in different directions.

In this post, we’ll walk through how to craft homepage CTAs that guide parents toward action—specifically, booking a tour.

---

1. Pick One Primary Action

Most classical schools want families to schedule a tour. But that CTA is often buried under a dozen other links: newsletters, blog posts, lunch menus, faculty bios, etc.

Don’t let your primary conversion path compete for space. Your homepage should make it crystal clear that the next step is a tour.

Use a button or banner that says:

• “Book a Campus Tour”
• “Schedule a Visit”
• “See the School in Action”

And make sure it’s above the fold—visible without scrolling.

---

2. Don’t Overload the Visitor

It’s tempting to throw every link on the homepage: athletics, curriculum, lunch menus, donor campaigns, staff lists. But too many CTAs = no CTA.

Your homepage should prioritize:

• A short value statement
• One strong call to action (book a tour)
• A small handful of secondary options (explore curriculum, contact us)

If you’re not sure how to structure it, see our full breakdown on how to structure a classical school website for enrollment.

---

3. Use Emotionally Resonant Language

“Click here” doesn’t move anyone. Instead, use phrasing that connects to what the parent wants:

• “See what classical education looks like in action.”
• “Come experience a school built on truth, goodness, and beauty.”
• “Tour our campus and get your questions answered face to face.”

The CTA isn’t just about function—it’s about confidence. It should reduce fear, clarify next steps, and invite action.

---

4. Repeat It—But Not Everywhere

Good CTAs don’t just live in one place. You should include a strong tour CTA:

• Above the fold
• Midway through your homepage (especially after a value or curriculum section)
• At the footer

Just don’t overdo it. The copy should stay consistent, and the design should keep it visually distinct from everything else.

---

Want to See if Your Homepage CTA Is Working?

We break down the most common homepage mistakes in this post—and spoiler alert: most schools bury their CTA completely.

If you’re not sure whether your homepage is guiding families toward the next step, book a free homepage critique. We’ll review your live site and send you quick, actionable feedback.