Benefits of facebook advertising for schools

The Benefits of Facebook Advertising for Schools

Facebook is one of the most popular ways to engage with parents and promote your school to prospects. It is simple, fast, and effective. Never before has it been easier to update families with news and events through the use of your page.  However, if you want to increase your online presence even further, consider using Facebook advertising. This paid-for service offers you the best chance of attracting parent’s attention in an overcrowded marketplace. In this article, we will discuss the four main benefits of Facebook advertising for schools.

Why Schools Need To Use Facebook Advertising

  • It's great for outreach
  • You can target your audience
  • It's highly personalised
  • It's cost effective

Read on to find out more about Facebook advertising for schools.


Facebook is the largest platform on the internet. With over 2.45 billion monthly users, it dwarfs all other social media. To put it in comparison, Twitter is the second biggest with 330 million. It is also boasts a diverse audience; people from all age groups log in to spend an average of 18 minutes a day on the site.

Placing a paid advertisement on Facebook gives your school the opportunity to be seen by a large number of people. It also reinforces your image as a trustworthy brand since you are appearing in a place that they go daily to engage with family and friends.  This goes towards explaining the findings of a recent study that showed that 52% of consumers were influenced by Facebook when making both online and offline decisions.

Targeted Audience

One of the main benefits of Facebook advertising is that is allows you to target specific audiences.  When setting up your campaign, you can decide which users with particular geographic backgrounds, ages, and interests you want it to appear to.  This helps to focus your marketing on those most likely to respond to it. Use our persona tool to work out what type of people your advertisement should be trying to reach.

Facebook ads are also adaptive. The images that they display change according to who is viewing them. If a prospect displays an interest in arts on their profile, for example, then Facebook will show an arts-related picture. This means that your marketing is more likely to grab their attention and thus be more effective.

Highly Personalised

Facebook advertisements are one of the most modifiable forms of marketing on the internet. Their basic components can be specially tailored to meet your requirements. With every advert, schools have the option to put in their own imagery.  This is important because studies show Consumers are significantly more likely to think favourably of ads that emphasize photography over ads that emphasize text.

Facebook adverts also offer you the choice to display a Call to Action. CTAs are buttons that ask the user to engage with the campaign in some way. This could be by taking a quick survey or visiting a page on your school website. By adding in an element that they can interact with, your marketing immediately becomes a lot more memorable.

Cost Effective

Another key draw of Facebook advertising is that you can adapt it to fit around your budget. They offer cost-per-click (CPC), cost-per-thousand (CPM), and Optimized CPM (OCPM) methods to its advertisers. These are some of the most effective marketing strategies out there. A school can further decide on spending limits for a single day, allowing you to keep track of every penny spent.

We hope you enjoyed learning about the benefits of Facebook advertising. To read more of our guides for schools, click here.

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Informational Marketing for Schools

Informational marketing is a marketing strategy that involves informing the audience about a product or service rather than simply promoting its benefits. It places value on useful, factual content that is going to help its potential clients, in this case parents, in some way. In the digital world, this form of advertisement is especially important with 50-80% of search engine queries being informational in nature. In this article, we will show you three different types of informational marketing you can use to attract prospects to your school.

How to use informational marketing to answer prospective parents' questions


Infographics are a way of representing information in a graphic format. They are designed to make data easily understandable at a glance, rendering them the perfect form of advertisement for social media. You can get quite creative with these in how the information is presented. One popular way is by representing different datapoints with small, brightly coloured images.

A school, for example, could create an infographic informing parents about the foreign languages most valued by employers. Each language could be indicated by a picture associated with it, such as the Eiffel tower for French. The more popular the foreign language, the bigger the image. Another infographic idea for schools is one that displays the extracurricular activities most enjoyed by pupils. 

How-To Guides

This is one of the most popular forms of informational marketing. It is a really simple way of informing an audience and answering any questions they may have in either written or video form. It is also great for SEO as many prospects use search engines to ask questions relating to education. 

A simple blog post on ‘how to choose the right school for your child’ would be an easy way to direct parents to your website. An alternative strategy would be to create short, snappy videos targeted at pupils. It could show them how to solve a maths question, analyse a certain poem, or complete a fun at-home science experiment.

Graphs and Charts

Informational marketing does not have to be fancy. A traditional bar graph or pie chart can be just as effective in informing an audience as any other strategy. You could even get the maths department involved in helping you to present your data.

Information you could present in this way includes the top subjects taken by people in certain careers, your leavers’ university destinations, and the grades achieved by your pupils. 

We hope you enjoyed reading about the importance informational marketing and how you can use it to attract prospects to your school. To read more of our guides, click here.

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5 Examples of Outstanding School Adverts

Increasing numbers of schools are using digital marketing to spread the word to prospects, whether it's to target highly specific audiences with paid advertising or provide useful and engaging articles via content marketing. However, you will see brilliant results if you use a combination of digital and traditional marketing as part of a well-rounded campaign.

Digithrive's successful print magazine titles, Absolutely London, Absolutely Weddings, Absolutely Mama and Absolutely Education are read by highly engaged audiences. To find out more about the benefits of print advertising, check out this post.

Creating a great print advert is key to ensure the effectiveness of your campaign.

Your school's advert should be:

Eyecatching - A bold and beautiful image is likely to catch someone's attention as they turn the page. Hire a professional photographer to take images, whether it's a proper photoshoot in a studio or candid photographs of children playing sports or in class. First impressions are everything, so make them count.

Readable - Remember, your audience will be a lot more relaxed when they are reading a magazine than, for example, looking at a bus stop ad or looking at their phone when on the go. Take advantage of this and include some text explaining the vital information you want to get across in your ad. However, it's important that the advert is readable. Too much text will make everything too busy and be off-putting.

Colourful - A print advert is a brilliant way to showcase what your school has to offer. Use the school's signature colours on your print advert to keep it in line with your school's branding and ethos. More traditional schools may want to stick to more conservative colours, whereas a more specialist or creative school may take more of a risk. This communicates with readers what your school is all about without them having to read a single word.

Easy to understand - Pick one clear message and purpose of your print advertising campaign and stick to it. It could be to showcase a new building, share your excellent exam results or simply raise awareness about your school. Make sure that every element of your advert works towards this purpose. For example, if your goal is to let parents know you have just opened a sixth form, don't have an image of a Prep student on the advert. Keep it relevant and show sixth form students instead. Make sure the text explains that your new sixth form centre is now open, and how people can get more information.

If you want to raise brand awareness, build trust and communicate with a receptive audience through print advertising but aren't sure what an effective advert looks like, here are five examples of outstanding school adverts.

5 Examples of Excellent School Print Adverts

Repton School

School print adverts - Repton School

Repton is a co-educational independent day school in Derbyshire.

Mayfield School

School print adverts - Mayfield Girls School

Mayfield is an independent day and boarding school for girls in East Sussex.

Southbank International School

School print adverts - Southbank International School

Southbank is an International Baccalaureate school catering for children from 3-19 years old.

Emanuel School

School print adverts - Emanuel School

Emanuel is an independent, co-educational day school in southwest London.

Hurstpierpoint College

School print adverts - Hurstpierpoint College

Hurst College is a coeducational day and boarding school in west Sussex.

All of these adverts are simple yet effective. They are bold and visually appealing while containing all the relevant information parents and students may need, including web addresses, open day information and the school logo. Follow these tips and your print advert will look incredible and garner the results you need.

Like this? Read more of our guides for schools.

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improve school website user experience

7 Ways Schools Can Improve Website User Experience

Living in the digital world, websites are at the heart of most businesses. They provide clients with the information they need and often act as the face of the company. Creating a clean and efficient interface is therefore vital to engage with prospective parents and students. In this article, we will share with you 7 ways to improve your school website user experience

How Schools Can Improve Website User Experience

Be Consistent

Good web design creates associations between your brand and values such as trustworthiness and professionalism. One of the best ways to do this is to keep your all the pages on your website consistent. From font and colour choices to spacing and button styles, every page on your site should follow the same coherent design scheme. This provides your user with the assurance that your business pays attention to the small details. It suggests that you are reliable and consistent, creating a positive brand image.

Make your Website Responsive

Technology is always evolving. The last decade has seen people increasingly leave their desktop computers behind and instead accessing the web from the palm of their hands. By making your site mobile-friendly, you ensure that it is easy to navigate and looks good regardless of how users access it. Talk to a designer if you are unsure of what steps to take to make your website fully responsive.

Optimise Page Speed

It is all very well having a great-looking website, but you must first get the visitors there. Having a slow loading time can increase your website’s ‘bounce rate’ by more than 20%. It loses customers before they have even had a chance to learn more about your business. Improving your page speed fortunately is not that hard to do. The most effective way of increasing loading times is to compress all your images before uploading them onto the website. There are plenty of free online tools that can help you to do so.

Use Effective Language

Visitors to your site are there to learn more about your business and what you do. It is therefore important to be as concise as possible in conveying your message. Headings should be short, direct and lead users to the relevant content. Using verbs and action words are also a great way to get visitors to interact with the webpage.

Create Calls to Action

Calls to Action (CTAs) are effective marketing tools that make your website easily navigable and direct users to certain pages. Colourful buttons, for example, lead visitors to other areas of the site and keeps them engaged for longer. Banners, on the other hand, often appear as pop-ups on the top of the page and can be used to alert customers to news or specials offers. As with site headings, implementing concise language will make CTAs more effective and appealing.

Segment Key Information

As users scroll down a webpage, you want their eyes to be drawn to the most important content. That is why using bullet points, bold fonts, and coloured hyperlinks are vital to conveying information to your visitors. These tools visually separate different ideas and points, thus improving user experience and the overall design of your site.

Be Personal with Imagery

Attractive websites are those which visually stimulate their users and using photography is one of the easiest and most effective ways of doing this. You should be careful, however, in how you approach this form of imagery. Stock photos are so readably available on the internet that lots of businesses resort to using them to illustrate their content. This can create negative associations such as genericity and dishonesty. Where possible, use your own images to convey who you are as a brand and what you stand for.

We hope you have enjoyed reading about these top tips to improve your website user experience. To find out more about how we can help grow your business, book a consultation now.

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tools for school social media managers

8 Must-Have Tools for School Social Media Managers

Social Media has changed the world. With nearly half the planet’s population being a member of some form of online community, it is an amazing way to attract new customers and engage with clients. The only issue is that is can be ever so time-consuming. However with these eight incredibly useful tools, school social media managers can easily improve performance.

8 Useful tools for school Social Media Managers


If you are looking to grow your Instagram following, Kicksta is a great service that attracts new accounts to your page. It works by ‘liking’ around 30,000 carefully targeted users a month through your business account. This increases your visibility, following, and brand engagement.

Prices from $49/month,


If for you time is of the essence, Later is a handy social media marketing platform that lets you schedule your Instagram, Twitter, Facebook, and Pinterest posts. It works by using a drag-and-drop calendar to plan upcoming posts and see at a glance how your feed will look. Their analytics feature also helps you figure out the best time to post and which hashtags to use.

Prices from $9/month,


The Unfold app provides users with beautiful templates for Instagram stories. It allows you to share with your followers creative, visually appealing marketing that will stand out on social media. Their collaging tool is particularly good for showcasing products and services.



If you are unsure about what to upload to your social media accounts, Quuu is an easy-to-use platform that will guide you through the best content to engage with your following. It automatically creates professional-looking multimedia packages for virtual campaigns. There is a choice of over 500 interest categories that it will base your daily suggestions on, giving you highly personalised content.



The visual image rules social media. That is why Adobe’s Lightroom is a necessity when it comes to producing online content. The service allows you to edit photos with a variety of tools from filters to photoshop, letting you ultimately create the perfect images to illustrate your brand.

Prices from $9.99/month,


If technical savoir-faire is not your forte, check out Retouchup. This website is so easy to use when it comes to editing photos, you don’t even have to do the work yourself. To use it, simply submit a photo to be fine-tuned and one of the site’s experts will get it back to you within 24 hours. They can do anything from basic colour-correction to photoshopping people out of an image.

Prices from $0.25 per image,


For custom graphic design, look no further than Canva. This website provides users with hundreds of easy-to-edit templates for a variety social media platforms. It has never been simpler to create on-brand graphics for your business. Designs include Facebook banners and Twitter posts. 


Marketing Video Builder

Social Media does not have to be static. With Animoto’s Marketing Video Builder, you can easily create professional-looking videos that will engage with audiences for an extended length of time. The tool is really fast to use meaning that you can have a top-notch clip in a matter of minutes.


We hope you have enjoyed reading about these top tools for social media. Read more of our guides for schools here.

To find out more about how we can help grow your business, book a consultation now.

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How to improve your school's local SEO

Local SEO is an important marketing strategy for keeping your school relevant online. It's a great way to appear on the results pages for prospects looking for schools in the surrounding area, get more web traffic and engage with the local community. In order to improve your online appearance and drive more admissions, here are Digithrive’s top tips on how to optimise local SEO for schools. 

Local SEO for Schools

Create Consistency

Business Listings are one of the most important factors in SEO. They are used by parents to find out general information such as addresses, working hours, and phone numbers. They are also used by search engines in order to determine the validity of your organisation. In order to boost your online ranking, you must keep your school’s listings accurate and consistent across all online platforms. Keep track of your website, social media profiles, and online third parties. Look out for any outdated details and remember to alter them whenever there is a change in your operation. Also check for any discrepancies such as misspellings and abbreviations. 

Use Google My Business 

Google My Business is a tool used for authenticating businesses online. It helps to verify listings and boost their ranking on local searches. In order to optimise it for your school, first create a Google My Business page. Input general information such as your website, address, and phone number. Add imagery and encourage parents to go on to it to share their feedback of the school. Remember to respond to these reviews and build up your engagement. This will indicate to Google that you are valid listing, thus improving your local SEO. 

Optimise Content Data

Throughout your school’s website, ensure that you add content that is specific to your geographical location. This could be a Google Maps widget, a blog post about a local event, or headings that mention the area you are in. Every time you use a geographical keyword, you are boosting your local SEO. Remember to also input these phrases into your page URLs, meta descriptions, and image names to optimise your school’s chances of being boosted on search engine results pages.

Create Inbound Links

Search engines are not only concerned with the content on your website, but also mentions of your school on other people’s websites. It demonstrates that you are an authentic organisation and that your listing is relevant. In order to optimise inbound links, consider approaching local businesses and societies. They could be parish councils, community groups, or information hubs. Estate agents are also often eager to promote schools in their surrounding areas. Ask if they'd be interested in listing your website, or perhaps suggest writing a guest blog post for them which includes your link.

Utilise Social Media

The content that you post on social media such as Instagram and Facebook is also vital for local SEO. Search Engines use the data that you share to determine your school’s ranking. It is important to geo-tag your location and include any hashtags that are relevant to your area when adding a post. You can even go one step further and like or follow the pages of local businesses and community organisations to further your engagement.  

We hope you enjoyed reading about the importance of local SEO and how to optimise it for your school. To read more of our guides, click here.

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online review management for schools

A guide to online review management for schools

Online Review Management is a marketing strategy that maintains a school’s digital reputation. It works towards social media management, SEO, business listings, review management and paid search. This helps it to stay relevant and competitive in on overcrowded online market. Within this article, we will discuss the three ways to implement such a scheme for your school.

A 3 step guide to online review management for schools

  • Be responsive
  • Create consistency
  • Utilise online services

Read on to find out how to do this.

Be Responsive

With reviews everywhere on the internet, it is more important than ever to keep a tab on what people are saying about your school. These opinions can have a large impact on prospects. A recent survey by BrightLocal found that 91% of people regularly or occasionally read online reviews, and 84% trust online reviews as much as personal recommendations. This demonstrates the amount power parents on social media platforms and online forums such as Mumsnet can have on the reputation of your school.

To successfully manage online reviews, you have to be receptive and create thoughtful responses. If the comments are positive, take the time to thank the parents for their feedback. If they edge onto the negative side, remember that these comments are there to help you understand what you can do to improve. Reply swiftly and clearly address the problems aired. 44.6% of consumers are more likely to visit a business if the owner responds to reviews so it is vital you do so. (ReviewTrackers Online Review Survey).

Create Consistency

Business listings are one of the main reasons people google a company or school. Four out of five consumers in a recent survey said that they use search engines to find out information such as addresses, business hours, reception phone numbers and directions. To maintain a professional online appearance, these details should remain consistent.

Remember to keep track of your business listings across all online platforms. This includes your school website, social media profiles, and online third parties. Look out for any outdated details and remember to alter them whenever there is a change in your operation.  

Consistent business listings can also boost your search engine ranking. Accurate data is an important factor for getting to the top of Google search results. When the information about your school is correct, it is therefore more likely to appear on parents’ screens.

Utilise Online Services

The problem with the internet is that it is just so big. It can feel overwhelming to try and manage the reputation of your school across all platforms. Even if you are constantly checking your social media, new review sites are always popping up online and creating more work for you to do.

If the challenge proves to much for your in-house team to manage by themselves, consider utilising an online service. There are plenty of products on the web that can help your digital reputation thrive such as Reputology or Igniyte.

With our Review Management service, you can make sure you aren’t missing out on any prospects or conversions. To find out more about how it can help with your school, book a consultation now.

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increase good online reviews for schools

How good reviews can increase school admissions

Good online reviews are an important part of a school’s digital presence. Along with social media and a professional website, reviews help build your school’s reputation. Often, reviews are one of the first things potential customers look at, and according to BrightLocal, 85% of consumers trust online reviews as much as personal recommendations.

The importance of good online reviews for schools (and how to get more)

Online reviews also give your customers (in this case, parents) the chance to voice their opinion and share praise and feedback to you. As long as you’re providing an excellent service, you shouldn’t have to worry about bad reviews. However, if you do get some less-than-perfect ones, they give you an opportunity to improve. Besides, removing negative reviews only looks suspicious. According to EConsultancy, 68% of consumers trust reviews more when they see both good and bad scores.

Good reviews solidify your school’s digital presence, build a good reputation and give your customers a place to share feedback.

How to ask for a review

When you approach customers to write a review, pick an appropriate time. For example, it’s probably not a good idea to ask a parent who has just enrolled their child to write a review, as they don’t have much experience with the school. Perhaps ask a parent who has sent multiple children to your school, and continued throughout pre-school, prep school and senior school.

You could also email parents who have been subscribed to your school newsletter for a number of months, as they are clearly engaged with the school’s activity. You can also ask for a review in person, perhaps at school events like plays or sports matches.

It’s important to ask an open-ended question before asking for a review. This can be something like: “How would you rate your experience with our school?”. This means that if someone has had a negative experience, you can contact them and try to resolve the issue, minimising bad reviews. If someone has positive comments, you can then invite them to leave a review for the school.

What to do next

It’s important to respond to all reviews, even negative ones. A mature response from a real human being that thanks the person for their feedback will actually improve your school’s reputation, as it shows willingness to do better. 

For example, if a parent leaves a three-star review that says: “Good school but they set my child too much homework.” You could respond with something like: “We believe setting homework not only solidifies a child’s learning but it challenges them and teaches self discipline.” This sounds defensive and dismissive of the parent’s views, which could lead to more frustration, and possibly more negative reviews.

Instead, you should respond with something along the lines of: “Thank you for taking the time to share your thoughts with us. We will take on this feedback and discuss it during our next staff meeting”. This shows you are listening and care.

You should also share positive reviews on social media so that other prospects can see the good feedback. 

Overall, good reviews are important for schools because they boost reputation and provide an opportunity to show integrity and a willingness to improve.

If you enjoyed this post, read more of our guides for schools here.

For help managing your school’s reputation, book a free consultation with us.

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improve your school's PPC campaign

4 Tips to improve your school's PPC performance

Pay-Per-Click (PPC) advertising campaigns are a great way to target your specific audience and increase traffic. After putting hard work into creating these marketing tools, however, it is still important to track their efficiency and enhance their performance. In this article, we discuss four tips to improve your online campaign.

How to improve your school's PPC

  • Track the sales rate of individual components
  • Analyse user interactions on your website
  • Use negative keywords in your school's PPC campaign
  • Implement single keyword ad groups

Read on to find out how to do this.

Track the sales rate of individual components

When looking at you PPC metrics, it is easy to view the cost/conversion rate as the gauge of success as lower cost indicates that more people are clicking on your ads. This does not necessarily reflect all your marketing sources, however.  You have to track the individual components of your campaign and analyse their cost/sales to fully understand the efficiency of your advertisements.

An easy way to do this is by using Google's ValueTrack parameters. This tool allows you to start tracking information about your different adverts. They collect information about the source of your clicks through the URL parameters and then analyse which keywords, device types, and marketing sources are the most effective in generating revenue. By finding out this information, you are given a more concise idea of your target audience and can adapt your campaign tactics for a higher efficiency rate.

Analyse user interactions on your school's website

If your PPCs are gaining a high conversion rate and yet sales are still slow, it is a good idea to analyse how visitors interact on your website. There are three main things to look out for:

  • Time on Site

If users are clicking through to your website and yet spend only a matter of seconds on your landing page, consider whether your adverts are giving a true reflection of your business. It may be that visitors were given a wrong impression of what your brand does by the marketing they clicked on.

  • Scroll Depth

If visitors are not scrolling very far, make sure that your landing page is concise and gives all the necessary information at the top of the site. Alternatively, if most users scroll far down, consider placing additional offers at the bottom of the page to tempt them in.

  • Button Click Rate

Analyse what proportion of visitors interact with other elements of your website. If they are not clicking onto various sections, consider changing the button title and design to make them more appealing.

Use negative keywords in your school's PPC campaign

When you were setting up your PPC advertisements, you decided which keywords and search terms should be associated with your marketing.  This helps narrow down your target audience. To make the campaign even more efficient, however, you should also use ‘Negative Keywords’. These are phrases that prevent your ad appearing on result pages where they had been used.

Why is this important? Here's an example: Imagine a business that sells top-of-the-range expensive luxury cooking equipment. They would want the term ‘best frying pan’ to act as a keyword to attract enthusiasts. Beginner cooks, on the other hand, would not be their target audience. They would therefore categorise ‘cooking lessons’ as a negative keyword. This ensures all marketing stays relevant to target consumers.

Implement single keyword ad groups

Single Keyword Ad Groups (SKAGs) are a great way to improve your PPC efficiency. This is when you match your keywords to your search term. In doing this, your targeted audience become smaller and you can focus your efforts on increasing sales rather than conversions. It breaks down your adverts into simpler terms and generates smaller ad groups with a smaller targeting criteria.

To implement SKAGs, ensure everything in your search term column matches everything the keyword column. If the search term is ‘cooking’, the keyword should also be [cooking]. This will narrow down the sales funnel and decrease your cost-per-click. 

We hope you have enjoyed this article on how to improve your PPC efficiency. Read more of Digithrive's guides for schools here .

To find out more about how we can help grow your business, book a consultation now.

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easy content ideas for schools

6 easy content ideas for schools

Posting content regularly on your school website is a brilliant way to communicate with prospects and showcase the very best your school has to offer. But coming up with fresh ideas can be a struggle, which is why repurposing content is so important - using content you already have and presenting it in a new and exciting way. You may not realise it, but you already have lots of useful resources to turn to and find easy content ideas for schools to post.

But before you start posting, don’t forget to work out who your content is for. You can do this by creating personas. 

Learn all about personas and use our FREE template.

Now you’ve got your personas, here are some easy content ideas for schools. 

Easy content ideas for schools to post online

Current students

Ask current students to contribute by writing an article for your school website. It’s a win-win situation because you get interesting content while the student gets valuable writing experience. They could write about everything from revision tips to ‘Things I wish I knew before starting secondary school’. Be creative!


Approach notable alumni and ask them to contribute content. They could discuss their time at school, their career path and what they’re doing now. This will not only inspire students but also demonstrate to prospective parents that many success stories have come out of your school.


Asking current parents to share their experiences can be a great way to appeal to prospective parents. These valuable testimonials can help shed light on why they chose your school and what they like about it.


Teachers can provide valuable content, whether it’s discussing the curriculum in blog posts such as ‘8 History topics you’ll learn about at School X’ or a simple ‘Meet the History department’ post. It can be extremely reassuring for parents to virtually ‘meet’ teachers, build a rapport and get a feel for the school. 

Extra-curricular clubs

Activities outside of the classroom, like sports and the arts, can be a great source of content for schools. For example, you could post photos of school productions with cast bios or recap a school football match. This provides great insight into what your school can offer pupils beyond academic lessons.

Pastoral team

The pastoral team can answer questions or concerns about wellbeing and the social side of your school. This could be in the form of a blog post like ‘How to cope with the transition to a new school’ or even a video answering questions from parents.

We hope you’ve found these easy content ideas for your school’s website useful. For more of our guides for schools, click here.

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