Why your school needs more parent reviews (and how to get them)

When families are choosing a school, they’re not just comparing programs and test scores. They’re trying to answer the questions that matter day-to-day: Will my child feel supported? Is communication strong? What’s the community like?
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That’s why parent voice is so powerful — and why reviews play an increasingly important role in enrollment. And at a time when declining enrollment is affecting many districts and schools, reviews aren’t “nice to have.” They’re a practical way to build trust, answer common questions at scale, and help families feel confident choosing your school.

Why parent voices matter now

Your school is being researched (a lot)

Parents rarely rely on a single source when choosing a school. In our recent Parent Insights Survey, 70% said they search across official school, district, and third-party sites like GreatSchools when comparing options and making enrollment decisions. That means your school’s GreatSchools profile is often part of the research families do as they narrow choices, consider a move, or decide whether to stay.

When families explore your profile, reviews add real-world context that helps turn information into confidence.

Families trust other families

School websites and data are important, but families also want to understand the lived experience of a school. In the same survey, 90% of parents who say they’re likely to recommend their school also report being satisfied or very satisfied with school communication. That means satisfied parents are among a school’s strongest advocates. Reviews help make that advocacy visible by adding real-world context families can relate to, often answering common questions before your front office ever gets the call.

AI is changing how families search

More families are using AI-powered tools as a research assistant:

• “Which schools are known for strong communication?”
• “Where do families feel welcomed?”
• “How supportive is this community?”

These tools rely on what exists online. Objective, authentic feedback from real parents gives AI something credible to pull from, helping ensure your school is represented with accurate, experience-based context alongside school performance data. The more helpful and balanced reviews your school has, the easier it is for families (and modern search tools) to understand what your community is really like.

Declining enrollment makes trust-building essential

With enrollment pressure affecting many schools and districts, it’s never been more important to:

• Clearly communicate what your school offers
• Build confidence quickly
• Provide third-party social proof families believe

Reviews are a practical way to do all three.

What reviews do for your school

1. Pair objective parent experience with your data

Your GreatSchools profile already includes important data and information. Reviews add real-world context. They share the “what it’s like here” layer that data alone can’t provide.

2. Create ready-to-use marketing language

Strong reviews often include phrases you can use across recruitment materials:

• Newsletters and flyers
• Open house/tour scripts
• Social media posts
• Presentations and one-pagers

Parent language is persuasive because it’s relatable.

3. Strengthen your story where it’s already being told

Because GreatSchools is a key stop in the school search journey, reviews help you shape the narrative in a place more than half of all K–12 families already trust and visit each year.

4. Offer feedback you can learn from

Constructive reviews can surface themes like communication, culture, and after-school options, so you can address them and share improvements.

5. Give your school a voice in the conversation

When your school profile is claimed, you can respond to reviews directly on GreatSchools. That allows you to thank families, clarify context, and show how you listen and follow up. How a school responds often shapes perception just as much as what families write.