A private school in Nigeria gets more student enquiries online by doing three things well: showing up on Google Maps with a complete Google Business Profile, making it easy for parents to message the school on WhatsApp, and following up with every enquiry within hours. Most schools lose enquiries not because parents aren’t interested, but because the school is hard to find or slow to reply.
Make your school easy to find on Google
When a parent searches “private school near me” or “best primary school in Calabar”, Google shows a map with three schools. To be one of them, claim your Google Business Profile and fill in every field: address, opening hours, phone number, photos of the campus and a clear description. Ask parents to leave honest reviews, and reply to each one.
Put WhatsApp where parents already are
Many Nigerian parents prefer a quick message to a phone call or web form. Add a click-to-chat WhatsApp button to your website and to your Google Business Profile, with a short pre-written message such as “Hello, I’d like to know about admission for my child.”
Reply fast and follow up
An enquiry that waits two days often goes to the next school. Decide who answers messages, set a reply target (for example, within two hours during school hours), and keep a simple list of every enquiry with its status. A short follow-up message after a few days brings back parents who went quiet.
Give parents a clear next step
Your website should answer the questions parents always ask: fees range, admission process, age groups, location and contact. Finish each page with one action, such as “Book a school visit.”
Track what works
Note where each enquiry came from (Google, WhatsApp, referral, social media). After a month, you’ll know which channel to spend more time on.
Frequently asked questions
How long does it take to see more enquiries from Google?
Improvements to a Google Business Profile can show within a few weeks, but results vary by area and competition.
Do I need a website to get enquiries?
A Google Business Profile and WhatsApp can work on their own, but a simple website gives parents more confidence and gives Google more to show.
Is WhatsApp better than a contact form?
For many parents, yes, because it’s quicker and familiar. You can offer both.
Should schools run paid ads?
Start with the free basics above. Consider ads only after your profile, website and reply process are working.
Use this WhatsApp reply template
Save this as a quick reply in WhatsApp Business and edit the brackets:
“Good day, thank you for contacting [School Name]. We received your enquiry about [class or admission]. May we confirm your child’s age and the class you are interested in? Our admissions officer will call you within one hour, or you can book a school visit here: [link].”
Google Business Profile checklist for schools
- Choose the right category, such as “Private school” or “Primary school”
- Add your exact address, phone number and opening hours
- Upload at least 10 real photos of classrooms, playground and staff
- Add your WhatsApp number and website link
- Post admission updates before each new session
- Ask parents for reviews and reply to every one
How fast should your school reply?
Aim to reply within one hour during school hours. Parents often message three or four schools at once, and many will go with the first one that responds. If your admissions officer can’t answer straight away, send the template above so the parent knows you received their message.
Check your WhatsApp and Google Business Profile messages at set times each day, such as 9am, 12pm and 4pm, so no enquiry sits unanswered overnight.
Getting found and replying fast are only part of the picture. Schools that also publish helpful answers to parents’ questions build topical authority, which makes Google more likely to show the school’s website when parents search.
Felix Matthew Ekpenyong is a digital marketing strategist and the founder of Feliglo Marketing Agency, which specializes in SEO, content strategy and email marketing for food and beverage brands. He spent seven years in B2B food and beverage sales before moving into marketing, and he holds an MSc in International Marketing and a Google Analytics (GA4) certification. Based in Calabar, Nigeria.
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