February Trade Secret: The Vanity Check Every School Must Do
- School Presence
- 2 hours ago
- 3 min read
It’s Time to Get Vain This February
February’s trade secret is simple, powerful and often overlooked.
It’s called a Vanity Check.
A vanity check is when you Google your own school name and suburb and see exactly what prospective parents see. No insider knowledge. No excuses. Just first impressions.
Think of it as a digital fit check.
Let’s take a deep dive.
Step 1: Your Website
Your website is your first and most important touchpoint. For many families, it is their very first interaction with your school.
Ask yourself honestly:
Does it feel polished, current and welcoming?
Does it look custom or like a standard template?
Does it stand out compared to other schools in your area?
The quickest way to tell is to open a new tab and Google schools near you. The difference becomes obvious very quickly.
Now look closer.
Is your imagery current and high quality?
Can parents easily find tour dates and book a tour or make contact?
Do you, as principal, appear on the homepage with a warm welcome so families can connect with you straight away?
Does the site flow naturally or does it feel clunky and confusing?
If you feel a slight cringe or notice little bug bears, that is your cue. Your website sets expectations. We want parents booking a tour already feeling excited, confident and thinking, this could be our school.
Step 2: Google Business Profile
Next stop is your Google Business Profile.
What is the first image parents see?If it is Street View only, that is a missed opportunity.
You have full control here.
Add your top 10 images:
Student learning in action
Beautiful spaces and facilities
The principal with students
Your school community
Happy Prep students
An up to date website paired with a strong Google Business Profile instantly elevates your online presence and builds trust before parents even click through.
Step 3: Social Media
It is time to scroll your own feed.
Every school should be active on Facebook and Instagram, with Instagram being particularly important for prospective parents.
Your guiding word here is polished.
Photos should be clear, bright, vibrant and happy
Never post blurry images, even if the information feels important
Consistency matters more than frequency
Start the year by creating a small set of branded theme tiles and use them throughout the year. When parents recognise your style instantly in their feed, you are doing it right.
Social media is your daily window into school life. Every event, lesson and moment can become engaging content if framed well. All schools do similar things. What sets you apart is how you tell the story.
Avoid long recounts. Keep it upbeat, warm and human. Social media is show and tell, not a newsletter.
Step 4: Authority Education Sites
Finally, check the education authority and listing sites that feature your school.
Request login access and make sure:
Your school details are accurate
Programs and offerings are current
Tour dates are listed where possible
Parents trust these sites. Outdated information here quietly undermines everything else you do.
February’s Checklist Is Short But Mighty
There are only four points on February’s checklist, but they are significant.
Your online presence is open 24/7. It never sleeps. It works for you or against you.
Take control of how your school is seen. Frame your story intentionally. Give parents a strong first impression so they feel connected and excited before they even walk through your gates.
And one final tip.
Do not delegate this task.
Do it yourself.
Seeing your school through a parent’s eyes is one of the most powerful things you can do for enrolments this year.
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