School marketing reports lead with visits because visits are the easiest number to produce.
They are also the number least connected to a full classroom. A site can double its traffic and
enrol nobody, and the report will still look like progress.
The stage nobody instruments
Between "read the programme page" and "submitted an application" there is a decision that
happens off your site entirely: two parents talking to each other. Everything the site does
either equips that conversation or it does not.
That is why brochure copy underperforms and specifics convert. A parent cannot advocate for
your school using adjectives. They can advocate using the class size, the language programme,
the university placements, the fee schedule and the commute. Content that withholds those to
generate an enquiry is optimising the wrong stage — it wins a form fill and loses the
conversation that would have produced an enrolment.
What to measure instead
Track the ratio of enquiries to enrolments per campus and per intake, not visits. If enquiries
rise and enrolments do not, the leak is in admissions operations rather than marketing, and
more traffic will make the queue longer without making it convert.
For a network running several campuses, the same question has to be answerable per campus.
Aggregate numbers hide a campus that is filling and a campus that is not, and those need
different work.
The evidence
Innova Schools Colombia rebuilt its enrolment funnel end to end and brought in 1,319 new
students, from 9,609 leads. How the funnel was structured across campuses is in the
Innova Schools Colombia case study.
Our HubSpot support plans publish what this work costs, and there are more
education results in our case studies.