Parents check an academy's timetable and prices before they ever call

A parent searches "English classes near me" on Google. Three results appear. Two have a website with timetables, prices and an enrolment form. The third only has a Google profile with an address and a phone number.

If your academy doesn't have a website, that parent never sees your timetable or your prices, and is likely to call the other two first, however good your classes are.

What people search for, academy by academy

The subject changes, but the search looks very similar:

Language schools. English, French, German, Spanish for foreigners. Parents look for classes for their children. Adults look for exam preparation (B2, C1, IELTS), and most start on Google.

Tutoring and revision centres. Maths, physics, exam preparation. Demand runs from September to June. Parents search "maths tutor [town]" when the first marks come home.

Driving schools. "Driving school [neighbourhood]", "driving licence cost [town]". A very competitive local search.

Dance academies. Ballet, contemporary, salsa, urban. Students want to see videos, timetables by level and prices before signing up.

Music schools. Piano, guitar, singing, production. Parents compare options online before booking a trial lesson.

Martial arts and sports centres. Karate, judo, taekwondo, boxing. Timetables by age group and level decide the enrolment.

IT and coding academies. Office skills, design, programming for children and adults.

In every case, without a website you depend almost entirely on word of mouth, with the limits below.

The limits of word of mouth

Word of mouth works, within limits:

It grows slowly. It depends on current students recommending you, and not every recommendation ends in an enrolment.

It doesn't reach people who have just moved. A new family in the area doesn't know anyone, so they search on Google.

It goes quiet in summer. Between June and September, when parents plan the next school year, fewer conversations happen, while your website keeps taking pre-registrations in August.

It doesn't pass on prices, timetables or teaching methods. Someone recommends you, but the interested person needs details. If there's no website to check, they have to call, and many choose the academy that has that information online.

A website works in favour of word of mouth: when someone recommends your academy, the first thing the other person does is look you up. If they find timetables, prices and a form, the recommendation can become an enrolment.

What an academy website needs to turn visits into enrolments

Clear, current timetables. It's the first thing any parent or student looks for: by subject, level and age group. If they can't see the timetable, they won't even ask.

Visible prices, or at least a guide. "Call for prices" drives people away, and if your competitors show prices and you don't, parents call them first. A guide is enough, for example "group classes from €X a month".

Online enrolment or pre-registration form. The parent or student leaves their details, chooses a course and gets a confirmation. Fewer calls for you, and enquiries arrive at 11 pm when parents plan from the sofa. If you want people to book a trial class online, the website with online bookings is from €700 one-off, depending on how many courses, teachers and timetables it needs. Automatic WhatsApp reminders come with the All-in-one Pack, which is paid monthly.

Teacher profiles. Who teaches, what qualifications and how much experience. In language schools, a native teacher is a strong selling point: put the name and photo on the website.

Photos and video. The classrooms and students in class (with permission). If you can, add a short video of a real class: it shows how you teach better than a description does.

Embedded Google map. Many parents choose by distance from school or home. Make the address easy to find.

Google reviews. If you have good reviews, show them. They matter when a parent is comparing two or three academies.

Blog with useful content. "How to prepare for the B2 English exam", "Tips for passing your driving theory test", "What age to start piano lessons". These articles bring your audience from Google.

Prices for an academy website

Packs have a 12 months commitment (without commitment, +€10/month) and, once you complete it, the website and domain are yours. All prices exclude VAT and are on the pricing page.

For an academy, the website from €349 one-off covers timetables, courses and pre-registration. If you'd rather pay monthly, that's the Website Pack from €39/month. For trial-class bookings online, the website with bookings is from €700 one-off. The monthly option is the All-in-one Pack from €99/month plus €99 setup, which adds a WhatsApp assistant that answers questions about timetables and prices.

Local SEO for academies

Many academies barely work on local SEO, so a reasonable effort can put you ahead of part of your competition.

Keep your Google Business Profile complete. Exact name, full address, hours, phone, website. Photos of the classrooms, the team and the students. Reply to every review. I set up the profile in every pack; if you want me to manage it every month and answer reviews, that's the Website + Google Pack from €59/month.

Rank by subject and town. Don't aim for "academy". Aim for specific searches: "English classes Getafe", "driving school Torrevieja", "dance academy Valencia centre". Each page on your website can target one combination.

Publish local content regularly. One article a month on topics your students care about: "Cambridge exam dates in Seville", "How to choose a driving school in Palma", "Benefits of dance for children aged 5 to 8".

Work on reviews. Ask every family for a Google review at the end of the course, without gifts or discounts in return (Google forbids it). A handful of detailed reviews weighs a lot when a parent compares academies.

Structured data for courses. Your website can tell Google which courses you offer, at what price, timetable and place, so it can show that information in the results.

Plan for enrolment seasons. September (start of term), January (new year), June (summer activities). Publish content for those dates 4 to 6 weeks ahead.

Signs your academy needs a website now

• You don't appear on Google when you search "academy + your subject + your town"
• You explain timetables and prices on the phone to everyone who asks
• New students only come through direct recommendation, never from online searches
• Your competitors have a website and you don't
• You're using only Instagram or Facebook as your "website"

A website vs. social media ads

Many academies pay for Instagram or Facebook ads every month. When you stop paying, you stop appearing.

A website with local SEO builds visibility of your own. It takes time, but visits from Google aren't paid per click and can grow. If you run ads during enrolment season, send them to the website, where the timetable and the form are.