The Power of Online Reviews: A Strategy for Private Schools

Every year, I conduct hundreds of focus group meetings with parents in schools. Parents emphasize the importance of online reviews when considering a school. These authentic accounts from current and former parents provide invaluable insights for prospective families.

Online reviews are not just a passive part of your school’s online presence; they are a strategic asset. Yet, many schools overlook their potential. To make the most of this resource, start by asking yourself three critical questions:

1. When was the last time you checked your school’s online reviews?

In every school assessment I conduct, I review key online platforms to ensure profiles are up-to-date and analyze parent feedback. What I often find is surprising:

Negative reviews that school leaders were unaware of.
No recent reviews, sometimes none in the past few years.
Outdated profile information about the school.

To avoid these pitfalls, check your school’s review sites monthly. Focus on the top five platforms where prospective families are searching:

Remember, when parents search for your school online, reviews—and their ratings—appear prominently in organic search results and your business profile.

2. Do you have a strategy to encourage parents to post reviews?

Nine out of ten schools I work with lack a proactive strategy for generating reviews. Sending out a general email or including a request in your newsletter often results in…crickets.

Parents are unlikely to respond to vague or impersonal asks. However, when you make a specific, personal request, the likelihood of participation increases dramatically.

Here’s how to turn requests into action:

Ask personally: Approach a parent and request they write a review on a specific site within a given timeframe.
Leverage parent ambassadors: Mobilize your most engaged advocates to share their positive experiences by inviting them to sign-up to post a review. Tools like Sign-Up Genius or a simple spreadsheet can help organize these efforts.
Keep it simple: Encouraging parents to share a review is as simple as answering questions like: What do you love about our school? or Why did you choose us?

3. Are you prepared to respond to reviews?

Reviews, whether positive or negative, deserve a response. Acknowledge positive feedback with gratitude, and handle negative reviews thoughtfully by taking the conversation offline.

When facing criticism:

Stay professional: Avoid public debates. Instead, reach out privately to address the issue.
Activate your advocates: Encourage supporters to post positive reviews to offset the impact of a negative one.

Tips for Streamlining Your Review Strategy

Provide direct links or QR codes to review sites, making it easy for parents to share their experiences.
Avoid asking parents to copy and paste the same review across platforms; it can appear too coordinated.
Share new reviews with your school community to inspire others to participate. A simple screenshot of a new review shared with your advocates can encourage them to submit one as well.

Reviews Must Be Part of Your Marketing Strategy

Online reviews will influence how prospective families perceive your school. A strong, consistent stream of positive reviews builds trust, enhances your reputation, and improves your online visibility.

What steps will you take today to inspire your parents to post a review for your school?

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