A family moving to a new area wants to visit three schools. They send tour requests to each. The first confirms within hours with a choice of times. The second replies two days later asking for the child's age and year group. The third asks them to call the office. The family visits the first school, and possibly only the first.
A visit request is one of the strongest signs that a family is serious. This playbook is about making sure none of them slip away.
Step 1: make visits easy to find
Many school and college websites bury visit information. Put a clear "Visit us" link on the homepage and admissions pages, explaining what visits involve, how long they take and how to book. Hidden or unclear visit information is one of the issues covered in education website mistakes that lose applicants.
Step 2: decide on slots or requests
Some institutions offer fixed tour slots. Others arrange individual visits. Both have a place. The trade-offs are covered in booking widget vs conversational requests. Many schools use both: fixed slots for busy periods, requests for individual visits.
Step 3: capture everything at the first request
The back-and-forth that follows a vague request is where visits get lost. Capture:
- The parent or student's name and contact details
- The student's age, year group or course of interest
- Preferred dates and times
- Any accessibility needs
- Particular interests, such as music, sport or additional support
SpideyChat for education providers can gather these in conversation, at any hour, and create a request for the admissions team.
Step 4: confirm quickly
A visit confirmed the same day is far more likely to happen. Assign someone to handle visit requests daily during busy periods.
Step 5: prepare for the visit
Use the captured interests to tailor the visit. A family interested in music will appreciate seeing the music department. A student asking about support will want to meet the relevant staff.
Step 6: reduce no-shows
Send a reminder a day or two before the visit with directions and parking. Families who have received clear information are more likely to turn up. Open day drop-off is a related problem, covered in open day enquiries that never turn into visits.
Step 7: follow up after the visit
A short follow-up after the visit, with next steps for applying, keeps momentum. Many families visit and then hear nothing, which is a missed opportunity. Mention something from the visit itself, such as the department they spent longest in or the question the student asked, so the message feels personal rather than a standard letter. Include the application deadline and a named contact for questions.
Virtual visits
Not every family can visit in person, especially those relocating from abroad. A virtual tour or a short video call with a member of staff can fill the gap. Capture the same details for these requests, plus the family's time zone, so the call is arranged at a sensible hour for both sides.
Lessons from property viewings
Property businesses have the same challenge with viewings, as described in viewing requests captured properly without back and forth. The lesson carries directly to schools: capture the details up front, confirm quickly and remind.
An example exchange
Parent: Could we visit the school before applying? Assistant: Yes, we'd love to show you around. Tours take about an hour. Could you share your child's age, a few dates and times that suit you and the best way to reach you? The admissions team will confirm a time.
Setting it up
Train the assistant on your visits and admissions pages, then install it on the site. The guides to installing the widget and training your bot walk through it.
A visit is where families picture themselves at your school. Making the request easy is the first step.