The Dos and Don’ts of School Website Copywriting


Creating compelling website copy is essential for schools to attract and retain students, parents, and staff. However, it can be challenging to strike the right balance between informative and engaging content. In this article, we will discuss the dos and don’ts of school website copywriting to help you create content that resonates with your audience.

The Dos

  1. Do Use Simple Language Using simple and straightforward language is crucial for ensuring your website content is accessible to all. Avoid jargon and technical language that might confuse your audience, and instead use language that is easy to understand.
  2. Do Highlight Your School’s Unique Selling Points Your school website should highlight the unique selling points that make your school stand out. Whether it’s your exceptional academic results, experienced teachers, or outstanding extracurricular activities, make sure these are featured prominently on your website.
  3. Do Use Clear and Concise Headings Clear and concise headings are essential for breaking up your website content and making it easier to navigate. Use headings that accurately describe the content that follows and consider using H2 and H3 tags to create a logical hierarchy.
  4. Do Include Calls to Action Calls to action (CTAs) are a powerful tool for encouraging your audience to take action. Whether it’s signing up for a newsletter or booking a campus tour, including CTAs can help increase engagement with your school.
  5. Do Keep Your Website Up to Date Keeping your website up to date is critical for ensuring that the information on your website is accurate and relevant. Set a schedule for regular updates and make sure your website is always reflecting the latest news and events from your school.

The Don’ts

  1. Don’t Use Clichés Using clichés is a common mistake in copywriting, but they can make your content feel generic and uninspired. Avoid using phrases like “the sky’s the limit” and “think outside the box” and instead focus on using language that is unique to your school.
  2. Don’t Be Overly Formal While it’s essential to maintain a professional tone on your school website, being overly formal can make your content feel stiff and unapproachable. Use language that is conversational and friendly to help engage your audience.
  3. Don’t Overload Your Website with Information While it’s important to provide your audience with all the information they need, overloading your website with information can be overwhelming. Focus on the key selling points of your school and keep your content concise and to the point.
  4. Don’t Forget About SEO Search engine optimisation (SEO) is crucial for ensuring that your website appears in search engine results pages. Use keywords that are relevant to your school and include meta descriptions and alt tags to help improve your website’s visibility.
  5. Don’t Plagiarise Copying content from other websites is never acceptable. Not only is it illegal, but it can also damage your school’s reputation. Make sure all content on your website is original and properly cited if necessary.


In conclusion, creating effective website copy is essential for schools to attract and retain students, parents, and staff. By following these dos and don’ts, you can create compelling content that resonates with your audience and accurately reflects your school’s unique selling points.

Jason Brothers

Jason Brothers is the owner of Brothers Creative and his mission is to help schools succeed through unforgettable marketing both online and in print. He has been in the design and marketing industry since 1996, working with big brands such as Sotheby's, Royal Mail, American Express, and BP. Jason is from Northampton and lives there with his wife and three children.