I have been working with language schools for several years, and during this time, I have observed how dynamically the industry is changing. Awareness of business management and the importance of marketing in this field is at a very high level today, and the engagement of owners and managers in development deserves recognition.
Despite the enormous changes in consumer behavior, I still encounter language schools that cling to long-standing methods of operation, showing no willingness to adapt to new realities.
One of the most common arguments I hear is the belief that since students still enroll in person at the office, investing in other registration channels makes no sense. However, I asked myself the question: why is this the case?
What will you find in this article?
- Why do students avoid online registration?
- Students prefer traditional contact and live conversation
- The school does not offer convenient online registration
- Students are unaware they can register online
- Lack of trust in online registration
- Lack of course prices on the website
- Students expect discounts during visits to the secretariat
- Students want to experience the school’s atmosphere
- How does online registration work in LangLion?
- Summary – 7 reasons why your students are not registering online
Why do students avoid online registration?
It might seem that in the age of digitalization, most people eagerly use convenient solutions like online course registration. After all, it saves time, reduces bureaucracy, and allows registration from anywhere. Yet… in many language schools, students still prefer to visit the school’s office in person to sign up.
Therefore, today I present a list of 7 reasons why your students are not changing their habits, and your school might unknowingly be limiting access to its services for a certain group of potential clients.
#1. Students prefer traditional contact and live conversation
It’s hard to argue with this point. Some clients, especially older generations, value direct contact and the opportunity to speak with a school employee. A visit to the language school’s secretariat gives them a sense of security and assurance that all doubts will be resolved on the spot.
But are such clients really a significant part of your target group? What about everyone else?
How to change this?
- Place a contact number in a visible spot on the website – this allows for quick contact and asking questions without the need to come to the school.
- Add a FAQ section to your website – address the most common doubts in an accessible way, for instance, through short videos or written responses.
#2. The school does not offer convenient online registration
Can your students enroll in a quick and intuitive way? If the form is too complicated, unclear, or requires too much information, users may abandon the registration process.
How to change it?
- Simplify the registration form – limit the number of fields to the absolute minimum and allow registration in a few simple steps.
- Integrate online payments – if students can pay for the course immediately, they won’t have to come in person.
- Adapt the registration system for mobile devices – most users today use smartphones, so the form should work smoothly on any device.
#3. Students are unaware they can register online
If there are queues at the front desk every year, it might mean that customers, especially new ones, are unaware of the available online registration. A lack of information in a visible place causes students to follow the usual pattern – writing emails, coming to the front desk, or calling as they did in previous years.
How to change it?
- Visibility – place an „Enroll Online” button on the school’s homepage and add a post about online enrollment on social media.
- Educate students – send reminders about online registration in emails and SMS.
- Social proof – showcase testimonials from students who used online registration and were satisfied.
#4. Lack of trust in online registration
If the school’s website appears outdated or is not professionally managed, students may not trust the online registration process. What’s worse, they may also fear that the school itself will not meet their expectations. As humans, whether we like it or not, we judge by appearance – if the language school’s image does not inspire trust in the eyes of a student, they might simply choose another institution.
How to change this?
- Language school’s website – a modern, professional site with a clear design and intuitive navigation.
- Regular content updates – a lack of new blog posts or outdated social media posts can raise doubts about whether the school is actively operating.
- Opinions and reviews – gather student recommendations on Google and Facebook, and then display them on your site.
#5. Lack of course prices on the website
Some schools intentionally do not list course prices on their website, forcing students to call or visit the office. Today, clients expect clear and transparent pricing – it’s really important to them.
How to change this?
- Publish course prices on the website – if courses are flexible, you can provide price ranges or options like „from $X per month.”
- Use a course configurator – allowing students to customize their class package and instantly see the price.
#6 Students expect discounts during visits to the secretariat
Some students prefer to visit in person to negotiate the course price. They believe that in a face-to-face conversation, it’s easier to obtain a discount.
How to change this?
- Offer discounts for online registration – for example, „Sign up through the website and get a 5% discount!”
- Introduce course packages – if students choose a longer period of online learning, they can expect a more attractive price offer.
- Transparent pricing policy – clearly define the conditions for promotions and discounts so that students don’t feel they need to „haggle” on the spot.
#7. Students want to experience the school’s atmosphere
Learning a language is not just about the course, but also the environment, community, and atmosphere. Students want to be sure they will feel comfortable in your school. This is especially true for parents choosing a language school for their children.
How to change this?
- Videos and photos – showcasing the school’s interiors, teaching staff, and satisfied students.
- Social media – regularly post class sessions, interviews with teachers and students.
- Virtual school tour – Google Street View option or an interactive photo gallery.
How does online registration work in LangLion?
Introducing online registrations in your school is a time saver for both students and yourself! LangLion is a language school management system that allows you to easily create a variety of registration forms tailored to your school’s needs.
Additionally, students do not need to visit the office to continue learning in a new group – the system automatically suggests a continuation group and alternative options, such as other available groups.
The online registration process in LangLion is quick and convenient: a student can register online, sign the contract electronically, and make payments online without leaving home.
Summary – 7 reasons why your students are not registering online
Understanding the reasons why students avoid online registration is key to improving this process. Often, just a few changes – simplifying the form, better communication of benefits, or providing support at every stage – can significantly increase the number of online registrations.
How does it look in your school? What percentage of your clients register through a means other than the school office? Is it time for some self-reflection?
If your school is still struggling with a low percentage of online registrations, it may be worth considering optimizing the system. Feel free to contact us, we’d be happy to help! Request a free demo of LangLion!