Why Your School Should Post Tuition on Your Website

A recent debate has emerged among private and faith-based schools: should tuition be posted online?

Recently, Andy Lynch, CEO of Tassel, and I discussed this topic during our Show & Tell Show on “Dialing in your Admissions Section of Your Website.” We both believe that schools should intentionally post tuition rates on their website within the context of affordability and accessibility.

Some consultants advise against it, arguing that hiding tuition can increase inquiries and allow schools to have value-driven conversations before discussing cost. However, this approach has significant drawbacks and can erode trust with prospective families. 

Here’s why your school should post tuition on its website—and why the arguments against it don’t hold up. 

1. Transparency Builds Trust

Counterargument: “Not listing tuition allows us to focus on the mission first, rather than money.” 

Reality: Families today expect transparency. When a school withholds tuition, it raises suspicion. Parents may assume tuition is unaffordable or that the school lacks confidence in its value. Trust is foundational to admissions, and being upfront about tuition shows honesty and integrity. This is exactly what parents have communicated to me in focus group meetings.

2. Parents Expect to Find Tuition Easily 

Counterargument: “Tuition signals who is welcome and who isn’t.” 

Reality: Families already assess affordability when considering a private school. If tuition is hidden, they may assume it is too high—or too low. Instead of avoiding the conversation, schools should post tuition with clear messaging about affordability, financial aid, and value. Not listing tuition doesn’t change perceptions—it just creates frustration. 

3. Self-Selection Helps Schools and Families 

Counterargument: “Publishing tuition discourages families from engaging.” 

Reality: Not every family can or will prioritize private education financially. Just as consumers self-select when shopping for a home or a car, parents self-select based on tuition. A family who sees the price and determines it’s within reach is more likely to engage, while those who know it’s not a fit won’t waste their time—or yours. 

4. Your School is Already Being Compared by Price

Counterargument: “Listing tuition makes us a commodity.” 

Reality: Parents will compare prices with or without your involvement. However, a school that hides tuition looks like it lacks confidence in its value proposition. Price is only one factor in a parent’s decision, but withholding it makes affordability seem like a secret rather than a discussion point. 

5. Hidden Tuition Creates Empty Leads, Not Quality Prospects

Counterargument: “Tuition is the best way to capture leads.” 

Reality: Gating tuition behind an inquiry form may boost lead volume, but it doesn’t necessarily increase quality leads. Many parents abandon the process when they don’t get the information they need. Instead, post tuition with context—highlighting affordability, value, and scholarship opportunities—so families who inquire are already informed and more serious about enrollment. 

6. It Reduces Fear of Embarrassment

Counterargument: “Encouraging families to call or visit for tuition is better.” 

Reality: Many families avoid calling because they fear embarrassment if they can’t afford tuition. By posting tuition openly, you remove this barrier and allow them to explore options privately before reaching out with confidence. 

7. AI Will Find Your Tuition Anyway 

Counterargument: “Removing tuition makes our school stand out.” 

Reality: If your school doesn’t post tuition, AI-powered search engines, parent forums, and competitor schools will fill in the gaps—sometimes inaccurately. Keeping control of your tuition messaging ensures that prospective families receive accurate, up-to-date information rather than assumptions or misinformation. 

8. Not Just the Price—But the Full Picture 

Counterargument: “The sticker price doesn’t reflect what families actually pay.” 

Reality: This is exactly why schools should post tuition with context. Instead of hiding tuition, clearly explain financial aid, scholarships, and affordability options. Position tuition as an investment and provide real examples of what families typically pay at different income levels. 

Final Thoughts: Post Tuition, But Do It Strategically 

Hiding tuition is an outdated strategy that creates unnecessary frustration for prospective families. Instead of forcing parents to jump through hoops for basic information, private schools should embrace transparency while highlighting their unique value. 

✅ Post tuition on your website—but don’t stop there. Frame it within a discussion about affordability, financial aid, and the long-term value of a private education. 

✅ Engage families authentically—instead of using tuition as a lead magnet, offer meaningful content that demonstrates why your school is worth the investment. 

✅ Build trust from the start—because admissions success depends on relationships, and relationships begin with honesty. 

What’s your school’s approach to posting tuition? Have you seen positive results from transparency? Let’s continue the conversation.