Fee tables and enquiry forms on a school directory

A directory makes its money when a visitor gets in touch with someone listed on it. For a school directory that means a parent sending a question to an admissions office. We looked at how International Schools DB handles that step, from the fee figures a parent reads first to the form they fill in at the end, because most lead generation sites are built from the same parts.

Fees as data

The first thing most parents want from an international school is the price. On the Brighton College Bangkok listing the annual fee shows as THB 590,300 to 1,021,800, next to the curriculum (British, IGCSE and A-Levels), the age range and the number of students. The same range appears on the Bangkok city page, which also has a price filter with three bands: $, $$ and $$$.

The site's guide Top International Schools in Bangkok (2026) puts seven schools in one table, with curriculum, area and annual tuition for 2026 to 2027. Bangkok Patana is listed in Bang Na at THB 515,000 to 1,014,000. NIST, on Sukhumvit Soi 15, is at THB 650,200 to 1,132,800. International School Bangkok, in Nichada Thani, is at THB 659,000 to 1,197,000.

Another site can cite a table like this with a single link, because every figure has a school name and a school year next to it. The article page carries Article markup with a publication date (19 October 2026) and the author named as the International Schools DB Editorial Team, plus FAQPage markup for its question section. A journalist or a relocation firm checking a source before linking to it will look for exactly that: a date and a named publisher.

Two buttons, one form

Each listing has two calls to action, "Ask the School" near the description and "Contact Admissions" in the contact box. Both go to the same page, /contact under the school's URL. That page is set to noindex, follow. With 482 schools there are 482 of these pages, and they are near copies of each other with nothing a searcher would look for, so keeping them out of the index is the right call.

The form asks for a name and an email, with the phone number optional. There is a subject list: admissions enquiry, fees and costs, booking a school visit, place availability, or another question. A "Children's ages" field lets a parent add one line per child. The message box has a placeholder that suggests what to include: start date, year group, current school or curriculum and any questions.

Each of those fields saves a round of emails. An admissions office that receives "two children, ages 7 and 11, starting August, currently on the English curriculum" can reply with the right fee sheet and a visit date. An email that only says "please send information" is harder to answer well. The subject list also lets the directory count enquiries by type for each school, and a school deciding whether to pay for a listing will want to see those numbers.

Under the button, one sentence tells the parent that International Schools DB passes their details to the school so it can reply, with a link to the privacy policy. Saying this on the form itself, next to the button, is better than leaving it in the terms.

Spam traps

Directory forms attract bots. This one has two honeypot fields, labelled "Website" and "Alternate phone", inside a block that is hidden from people and marked aria-hidden so screen readers skip it too. A person never fills them in. A bot that fills every field it finds gives itself away. The form also carries a CSRF token and a timestamp field, which can be used to reject submissions sent faster than a person could type. None of this adds a step for the parent, which is the reason to use it ahead of a puzzle captcha on a lead form.

Paid listings, labelled

Brighton's listing shows two labels: "Featured" and "Verified by Brighton College Bangkok". The site's llms.txt file explains that Featured and Premium listings are paid placements that may appear first in lists, and that Verified means the details have been confirmed. Featured schools are shown at the top of the Bangkok page.

Paid placement is how most directories pay their bills. Labelling it on the page, and saying in plain words what the label means, lets the directory sell placement without parents feeling misled when they work it out. For the school that pays, the label and the top slot are what it is buying, so they need to be visible.

Checks for a site like this

If a client brought us a directory built this way, we would start with the fee data. Each figure should say which school year it covers, and a fee change should reach the listing, the city page, the filter and any guide tables together. We would then send a test enquiry from a phone, the way a parent would, and confirm the enquiry reaches the school inbox and not its spam folder. The last check would be the noindex tag on all 482 contact pages, after every site update.