It’s not that your admissions page is wrong. It’s just doing too much at once—and not enough of the right things in the right order.

Many classical schools unintentionally treat their admissions pages like digital file cabinets: full of facts, forms, deadlines, and doctrine. All of it is important. But if families can’t follow a clear path through it, they’ll leave—or worse, they’ll never convert in the first place.

The solution isn’t louder buttons or more aggressive calls to action. It’s flow. What do you say first? What comes next? When do you ask for action?

Here’s how to structure your classical school’s admissions page so it feels welcoming, clear, and action-ready—without compromising tone or depth.

1. Start with a Mission-Driven Headline

The first words on the page should reaffirm your purpose, not just announce logistics. This could be something like:

“Partnering with families to cultivate wisdom and virtue.”

It’s simple, clear, and mission-aligned. A headline like this immediately resonates with the type of parent who’s seeking a classical education. It also sets a calm tone—no frantic “Apply Now!” buttons screaming at the top.

2. Include a One-Paragraph Welcome

Don’t dive straight into dates and forms. First, offer a warm, personal welcome—just a few sentences that explain your approach to admissions and what kind of families tend to thrive at your school.

Think of this as your digital handshake. Show hospitality before information.

3. Use a Visual Snapshot of the Process

Now introduce a high-level view of what admissions looks like at your school. Use a simple numbered list or icons to break it down:

1. Request Information
2. Visit the Campus
3. Submit Application
4. Family Interview

This communicates clarity and intentionality—two key values for classical schools. It also reduces anxiety. When parents can visualize the journey, they’re more likely to start it.

4. Place Your First CTA (Request Info or Schedule a Tour)

Now that parents understand your tone and process, give them an obvious but gentle next step. This is usually a button that says “Request Info” or “Schedule a Visit.”

It should stand out—but not shout. Use calm colors that match your brand. And be specific with your language: “Schedule a Tour” is better than “Submit.”

If you’re wondering when and where to place CTAs across your site, we covered that in detail in our guide on homepage CTA strategy for classical schools.

5. Share One or Two Parent Testimonials

Keep it short. One to two sentences each. Don’t over-polish or lean into hype. Use real names and, if possible, real faces. It doesn’t need to feel like marketing—it should feel like community.

Example:

“We came for the academics, but stayed because of the peace we felt every morning at drop-off.” — The Williams Family

6. Deliver Skimmable Admissions Logistics

Now you can add the important info parents are scanning for:

• Grade levels currently accepting applications
• Key dates (application open/close, tour windows)
• Tuition range or “starting at” figures
• Financial aid summary

Use collapsible sections or bullet points to keep it digestible—especially on mobile. Remember, most families will be viewing this page on a phone, so dense paragraphs are a dealbreaker. For more info on making your schools site mobile friendly, check out this post on mobile first design.

7. Place Your Second CTA (Apply Now)

Not everyone who lands on your admissions page is ready to apply—but those who are shouldn’t have to hunt for the button. After the logistics section, add a second CTA: “Apply Now.”

This CTA should feel like a confident invitation, not a pressure tactic. Use it once, clearly, and in a calm visual tone consistent with your school’s ethos.

8. Include a Thoughtful FAQ Section

Think about the five most common concerns or questions your admissions team hears. Then answer them here, with grace and clarity. For example:

• “Do I need to be a member of a specific church?”
• “Is prior Latin experience required?”
• “What’s the average class size?”

This helps families self-qualify and avoids unnecessary friction. Plus, it shows you’re listening.

9. End with a Personal Invitation

Before the page ends, offer one last human touch: a sentence or two encouraging families to reach out if they have questions. Mention a real contact if possible:

“We know choosing a school is a big decision. If you’d like to speak with someone before applying, reach out to our Director of Admissions, Sarah Klein, at sarah.klein@classicalschool.org.”

This doesn’t replace a form—it reinforces trust. Sometimes, a real name is more powerful than a button.

What to Leave Out

If you’re reworking your page, here’s what to cut or move elsewhere:

• Philosophy essays. Link to them from your “About” section, not your admissions page.
• Full curriculum breakdowns. Include a preview or sample, then let families download more if they want it.
• Generic graphics. Skip stock photos. Use real images or keep it minimal. At this point in time, with “portrait mode” on most smartphones, it’s easier than ever to have great photos.

Your admissions page should feel like a guide, not a catalog. Let depth exist deeper in your site. Keep this page focused on action and clarity.

Why Order Matters More Than You Think

The goal isn’t to push families—it’s to remove obstacles. A well-structured admissions page:

• Makes it easy to find the right next step
• Reduces the feeling of overwhelm
• Builds trust through clarity

It also signals that your school is not just thoughtful in what it teaches—but in how it communicates.

And when families experience that order and peace on your website, they begin to trust they’ll find it in your hallways, too.