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5 Ways To Develop Your Copywriting

Published on 10/02/16

When you create content for your school website, there are certain things you'll need to consider. Your website's audience is made up of current, past and prospective parents, students, the local community, and your competitors. So it's important to ensure your content is relevant for all users.

This article will help you asses the current content on your site, whilst also helping you to shape new copy for your school website.

1. Focus your point

In a nutshell, don't use 7 words when 3 will do. Creating short, consise content allows users to get the information they need quickly, whilst also creating engaging content.

2. SEO

Yes - it is important! As more parents turn to the internet to search for school choices, optimising your content can help ensure your school appears in these search results. It isn't about cramming your content full of random keywords though. Just write great, focussed content, and make the copy relevant to your audience - that way, the keywords will naturally be included.

3. Brand voice

This may seem like a typically business orientated point, but not having a school 'tone of voice' could confuse your content, and therefore confuse your readers. Along with your values and ethos should be a tone of voice document, for internal purposes, which outlines your writing style, and how you wish to be portrayed on your website, in press releases and on social media.

4. Use text and images

Breaking up large chunks of text not only makes your website more visually appealing, but it can make it more interesting too. Having a website design and CMS which supports images within articles, and on inner pages, can also help this process.

5. Proofread

It goes without saying, but any content, which represents your school, should be proofread first. Someone other than the author should proof everything from blogs, articles, news stories, year group pages and home page copy. The latest update of our CMS allows users to send content to be proofread by another user, to enable greater consistency across your school website.

Bonus tip:

Write in the active voice. Here's a quick example:

  • Active voice: The teacher always answers the students' questions.
  • Passive voice: The students' questions are always answered by the teacher