What Open Days feel like for parents
For many parents, attending an Open Day is more than just a practical step; it’s an emotional journey. Whether they’re visiting a school for the first time or trying to choose between several options, parents arrive carrying hopes, concerns, and big questions: Will my child be happy here? Will they be understood? Will we be welcomed?
Understanding the Open Day experience from a parent’s perspective helps schools support families in making informed, confident decisions.
First impressions are emotional ones
As parents walk through the door, they’re not just scanning displays; they’re tuning into the atmosphere. A warm greeting, clear signage, and a feeling of calm can quickly put anxious parents at ease. Small things matter, such as eye contact, friendly learners, and a staff team that looks happy in their work.
Some parents may feel nervous or even out of place. Others might be comparing this visit to past experiences that were less positive. Acknowledging these emotions, through tone, body language, and openness, builds trust.
What parents are looking for (but might not say)
Parents often won’t ask their deepest questions aloud, but they’re thinking:
- Will my child feel safe here?
- How are different personalities supported?
- Is this a school that values kindness as much as results?
They’ll look for clues in how staff speak about pupils, how children are included in the day, and how transparent the school is about its strengths and challenges. Being honest and human goes further than being polished and perfect.
Helping families imagine themselves here
Open Days are most powerful when they help parents visualise their child being part of the school community. That might mean:
- Sharing real stories of how children have grown, settled, or been supported.
- Hearing from parents of current pupils.
- Offering quieter spaces for those who feel overwhelmed or want to talk privately.
Visuals, language, and representation matter too. If a family can’t see themselves reflected in displays, language, or staffing, it’s harder for them to feel a sense of belonging.
Supporting decision-making with care
Choosing a school is often a high-stakes decision for parents. They may be juggling practicalities, distance, siblings, work, and emotional concerns about transition, identity, or previous trauma.
Schools can help by:
- Providing clear, easy-to-understand information in multiple formats.
- Being transparent about application processes, transition support, and who to contact.
- Following up after the visit with a thank-you and next steps.
Rather than persuading, the goal should be to inform and reassure. When parents feel respected and well-informed, they’re more likely to make a decision that feels right for their child.
Creating a Welcoming Memory
Long after the tour ends, parents will remember how they felt. The sense of ease or anxiety, warmth or distance, clarity or confusion will shape how they talk about the school, and how confident they feel submitting that application.
An Open Day should be more than a show; it should be a genuine invitation: Come and see who we are and let us help you decide if this is home.
What has been your most successful strategy when welcoming parents into the school?