Private school website: what it needs to attract students

A school website has to answer, right on the first screen, what families want to know before enrolling: which education levels are offered, where the school is, how to book a visit and how to reach the office on WhatsApp. When those answers are hard to find, the family has to look somewhere else. I am Anderson Barbosa, from ab/ in Campina Grande, Brazil. I work with clients in Campina Grande and with companies across Brazil, remotely.

What parents and students look for before enrolling

Someone searching for a private school website is comparing schools. In a few minutes, the family wants to confirm three things: whether the school serves the child's grade, whether the schedule and teaching model fit the family's routine, and whether they can get to know the school before going there. For a college, the questions shift to the course, the study format and the admission process, but the logic is the same.

Which pages a school website needs

• Home page: who the school is, which levels it serves, and two clear buttons, one to book a visit and one to write on WhatsApp.
• One page per education level, each with its own text. Colégio Lira Coutinho, in Fortaleza (CE), has separate pages for early childhood education (Infantil I to V), elementary school I (1st to 5th year) and elementary school II (6th to 9th year). Colégio Conexão Saber has a page for each segment, from early childhood to high school.
• About the school: history, mission, vision and values. Colégio Conexão Saber, which its case page says was founded in 2017, has this history on its own page, next to the team of educators and staff. For Colégio Darwin, the case says the website aims to show and promote the quality of teaching across the different segments.
• Full-time schedule and programs: a full-time schedule and extracurricular activities deserve their own section. Lira Coutinho has a page for its full-time system. Conexão Saber presents sports, arts and social responsibility programs.
• Visit booking: a short form or a button that opens the booking. Ask only for what the office needs to call back: the guardian's name, WhatsApp number, grade of interest and a preferred day.
• Contact, map and WhatsApp: address, map and form on the same page. Lira Coutinho has WhatsApp buttons and a contact form. Conexão Saber has a contact page with a form and a location map.
• Blog and events: content for families researching schools and for current students. Lira Coutinho's blog has articles on early childhood, and Conexão Saber has an events section.

Course landing pages that attract college students

The general college page presents the institution. Someone who wants a course needs a page about that course. For Apoena Faculdade, I built the landing page for its nursing degree in 2025, aimed at attracting new students. The page has intuitive navigation, call-to-action buttons at strategic points, content about the course, the job market and the differentiators, fast loading, a responsive layout for phones and on-page SEO following Rank Math practices.

The same institution has another page for renting classrooms and laboratories, with highlights such as central location, advanced security, equipped classrooms and specialized laboratories. The audience is different, so the page is different. That separation keeps someone looking for a course from landing on a service that is not meant for them.

The same principle applies to the Lira Coutinho after-school tutoring case, which has its own website at reforcoliracoutinho.com.br. Services with different audiences deserve separate pages or sites.

Local SEO for a school

Someone who types "school website in Campina Grande" wants to find the school on Google with its city and neighborhood. For that, the website and the school's profile must say the same thing: name, address, phone number, hours and the city written naturally in the text. These are the points I cover on a school website:

• Google Business Profile filled in with address, hours, phone, website and photos, linked to the site.
• Title and description for each page, with the education level and the city where it makes sense.
• Structured data: schema.org has the School type for schools and CollegeOrUniversity for colleges. They make clear to Google and AI assistants what each page is. They do not guarantee rankings, but they remove ambiguity.
• One page per level, with its own text. Repeated text weakens every page.
• Sitemap and lightweight pages, so Google finds every page and families open the site on their phones without waiting.

Data from minors: what the LGPD asks from your form

A school receives data from children and teenagers from the first contact. Article 14 of Law 13.709/2018 (LGPD, Brazil's general data protection law) covers this subject. For children's data, consent must be specific and highlighted, given by at least one parent or legal guardian. Before publishing a form, follow these steps:

• Ask only for the minimum: the guardian's name, WhatsApp number and the grade of interest. The child's full name, date of birth and documents belong to enrollment, when the school really needs them, not to the first contact.
• Place the consent text next to the send button, with the purpose in plain language, such as "contact to book a visit".
• Publish a privacy policy that explains which data is collected, who receives it and how long it is kept.
• Define who at the school can access the contacts that arrive through the website.

Choosing the legal basis for each use of data is a legal decision. The school should review the policy and the consent text with a lawyer or with its data protection officer.

How much a website for a school or college costs

These are the starting prices from the packages page. Hosting, domain and ad budget are charged separately.

• Company website, up to 5 pages: starting at R$ 2,800.
• Landing page for one course or campaign: starting at R$ 1,490.
• Maintenance: starting at R$ 150 per month.

A school with more pages needs its own scope, and the price comes after I see what it needs. You can see the starting price in the Website Creation section and the other services.

If your school or college wants a website that answers these questions clearly, get in touch with me. I review your current website and the pages you already have, then tell you what is worth doing first.

Frequently asked questions

What pages does a private school website need?

A private school website needs a home page that lists the education levels and offers buttons to book a visit and to message on WhatsApp. It also needs one page for each education level, an about page with history and values, a team page and a contact page with a form and a map. Each page should have its own text, not a copy of another page with the name changed.

Does a school website need a page for each education level?

In practice, yes. Parents looking for early childhood education or high school want to see the structure and routine of that stage, not a general text about the school. Colégio Conexão Saber has a separate page for each segment, from early childhood to high school. Separate pages also let each text use the right vocabulary for its stage, which helps search engines understand what the school offers at each level.

How much does a website for a private school or college cost?

On the packages page, a company website with up to 5 pages starts at R$ 2,800, and a landing page for one course starts at R$ 1,490. Monthly maintenance starts at R$ 150. Hosting, domain and ad budget are charged separately. A school with more pages needs a scope review first, and I confirm the final price after seeing what the school needs.

How should a school website handle data from minors under the LGPD?

The form should ask only for the minimum, such as the guardian's name, WhatsApp number and grade of interest. Article 14 of Law 13.709/2018 (LGPD) requires specific and highlighted consent from at least one parent or legal guardian for children's data. The website also needs a published privacy policy and limited access to the contact records, so only the people who answer the messages can see them.

How does a college attract students with a course landing page?

A college attracts students with a landing page dedicated to one course, showing the course content, the job market, the differentiators and a clear call to action in more than one place on the page. For the nursing degree at Apoena Faculdade, the landing page was built with fast loading, a responsive layout and on-page SEO. Each course deserves its own page, with the course name in the title and in the web address.