How a Stellar Private School About Page Can Boost Enrollment

Did you know that more than half of prospective students and parents abandon a K-12 private school's website if the "About" page fails to capture their interest? In today's competitive education landscape, your "About" page is a make-or-break opportunity to showcase your school's unique value proposition and forge an emotional connection with your target audience.

So, I pose this question to you: is your private school's "About" page falling flat? If you’re nodding your head, you’re not alone. As a school marketer, you know that your “About” page is one of the most critical pieces of your website. It’s often the first stop for prospective families seeking to understand your school’s unique value proposition, culture, and fit for their child’s education.

But in a sea of competing schools, how do you make your “About” page stand out? How do you convey the heart and soul of your school in a way that resonates with your target audience and inspires them to take the next step?

Fear not, intrepid school marketer – I’ve got you covered. In this post, we’ll divulge five powerful storytelling secrets that will transform your “About” page from a snooze-fest to a magnetic marketing machine. You’ll discover how to:

• Craft a compelling narrative that showcases your school’s unique identity and values
• Create an emotional connection with prospective families that goes beyond facts and figures
• Structure your content for maximum engagement and search engine visibility
• Integrate your “About” page into a seamless, action-oriented user journey
• Infuse your school’s voice and personality into every paragraph, making your brand unforgettable

By the time you’re finished reading, you’ll have the tools and inspiration you need to create an “About” page that doesn’t just inform – it captivates. So grab a notepad, sharpen your pencil, and let’s dive in!

1. Put Your “About” Page Front and Center

Picture this: a prospective parent lands on your school’s website for the first time. They’re eager to learn more about what makes your school unique, but they can’t seem to find your “About” page anywhere. They click through your navigation menu, growing more frustrated by the second. “Why is this so hard?” they mutter, ready to give up and move on to the next school on their list.

Don’t Let This Happen to Your Website Visitors!

Your “About” page is the foundation of your school’s online presence – it’s where you get to tell your story, showcase your values, and make a lasting first impression. But if prospective families can’t find it easily, all that hard work goes to waste.

Here’s why putting your “about” page front and center matters:

• Accessibility: Prospective families may enter your site from various landing pages, not just your homepage. Making your “About” page easily accessible from every part of your site ensures they can always find the information they need.
• Transparency: A prominent “About” page signals openness and honesty. It shows that you have nothing to hide and are proud to share your school’s story with the world.
• Setting the Stage: Your “About” page is the perfect opportunity to set the tone for the rest of your site. By providing context and highlighting your unique value proposition upfront, you prime visitors to engage more deeply with your content.

So, how can you make sure your “about” page gets the attention it deserves? Here are a few tips:

1. Put It in Your Main Navigation: Make sure your “About” page is clearly listed in your site’s main menu, ideally near the beginning. Use a descriptive label like “Our Story” or “About [School Name]” to make it crystal clear what the page is about.
2. Make It Visually Prominent: Use design elements like contrasting colors, bold fonts, or eye-catching graphics to make your “About” link stand out from the rest of your navigation.
3. Optimize for Search: Include relevant keywords in your “About” page’s title tag, meta description, and header tags to improve its visibility in search engine results pages (SERPs). This will help prospective families find your page even if they don’t start on your website.
4. Link to It From Other Pages: Sprinkle links to your “About” page throughout your site, especially on high-traffic pages like your homepage or admissions landing page. Use action-oriented anchor text like “Learn more about our school” or “Discover our story” to entice clicks.

Pro Tip: Don’t Be Afraid to Get Creative With Your “About” Page Name

While “About Us” is a tried-and-true classic, consider mixing it up with something that reflects your school’s personality. “The [School Name] Difference,” “Our Quest for Academic Excellence,” or “A Sneak Peek Behind the Scenes” are all great options that pique curiosity and encourage exploration. Just make sure it’s clear that it’s your main “About” page – you don’t want to confuse visitors with too much cleverness.

By making your “About” page easy to find and hard to resist, you’ll set the stage for a deeper, more meaningful engagement with your prospective families. They’ll be primed and ready to dive into your school’s story – and you’ll be one step closer to turning them from casual visitors to loyal advocates.

Pro Tip: To maximize your "About" page's search engine visibility, be sure to:

• Include relevant keywords in your page title, headers, and throughout the content. Conduct keyword research to identify the terms families are using to search for schools like yours.
• Write a compelling meta description that includes your primary keyword and entices searchers to click through to your page. Keep it under 160 characters.
• Use descriptive, keyword-rich alt text for all images on the page.
• Ensure your "About" page is mobile-friendly and loads quickly, as these are both important Google ranking factors.

2. Mirror, Mirror on the Wall: Reflect Your School’s Unique Voice

In a world where every school claims to be “the best,” how can you make yours stand out? The answer lies in your school’s unique voice – the distinct personality, values, and communication style that sets you apart from the rest.

Your “About” Page Is the Perfect Place to Let Your School’s Voice Shine Through

Think of it as your chance to have a heart-to-heart with prospective families. You wouldn’t want to sound like a generic, cookie-cutter school in that conversation, would you? Of course not! You’d want to showcase the quirks, passions, and characteristics that make your school one-of-a-kind.

Here’s why infusing your school’s unique voice into your “About” page matters:

• Authenticity: In a world of marketing fluff and empty promises, authenticity is king. By speaking in a genuine, relatable voice, you build trust and credibility with your audience.
• Memorability: A distinct voice makes your school stick in people’s minds. When prospective families are comparing multiple schools, the one with the most engaging, memorable personality will stand out.
• Attracting the Right Fit: Your school isn’t right for everyone – and that’s okay! By expressing your unique voice, you attract families who resonate with your values and communication style. These families are more likely to be a great fit for your community in the long run.

So, how can you make sure your school’s voice comes through loud and clear on your “About” page? Here are some tips:

1. Define Your Brand Voice: Before you start writing, take some time to articulate your school’s key personality traits, communication style, and values. Are you friendly and nurturing? Bold and innovative? Traditional and scholarly? Create a brand voice guide that outlines these characteristics and provides examples of how they translate into writing.
2. Use Authentic Language: Avoid generic education jargon and marketing speak. Instead, write like you’d speak to a friend – using simple, relatable language that reflects your school’s personality. If your school is known for its warm, nurturing community, use words like “family,” “love,” and “belonging.” If you’re all about innovation, sprinkle in phrases like “trailblazing,” “cutting-edge,” and “forward-thinking.”
3. Infuse Your Values: Your school’s values are the bedrock of your brand voice. Make sure they shine through in your “About” page copy. If one of your core values is “inclusivity,” highlight stories of how you welcome and support students from all backgrounds. If “academic excellence” is your north star, showcase your rigorous curriculum and impressive student outcomes.
4. Showcase Your People: Your school’s voice isn’t just about words – it’s about the people behind them. Feature quotes, stories, and photos of your students, faculty, and staff on your “About” page. Let their unique personalities and experiences bring your school’s voice to life.

Pro Tip: Conduct a “Voice Audit” of Your “About” Page

Once you’ve drafted your copy, read it out loud and ask yourself: “Does this sound like our school?” “Would our students and teachers use these words and phrases?” “Does this language reflect our unique personality and values?” If the answer is no, keep refining until your school’s authentic voice rings through.

Remember, your school’s voice is its secret weapon – the key to building lasting, meaningful relationships with prospective families. By infusing that voice into every word of your “About” page, you’ll create a powerful emotional connection that goes beyond facts and figures.

So go ahead – let your school’s true colors shine through! Your “About” page (and your enrollment numbers) will thank you.

3. Unleash the Power of Storytelling

Imagine this: you’re at a dinner party, and the person next to you starts reciting their resume. “I graduated from the University of Pennsylvania/Wharton School in 1995 with a degree in economics. I then worked at JPMorgan Chase for ten years, where I managed a team of 15 people and increased our department's revenue by 25%…”

Your eyes glaze over as you mentally calculate how long until you can politely excuse yourself.

Now imagine the same person telling you a story about how they discovered their passion for economics during a life-changing study abroad trip and how that experience inspired them to start a non-profit that helps underprivileged students access education.

Suddenly, you’re hanging on their every word, eager to learn more.

That’s the Power of Storytelling – and It’s a Power You Can Harness on Your School’s “About” Page

Too often, schools fall into the trap of listing dry facts and figures about their history, mission, and programs. But if you want to captivate prospective families and make a lasting impression, you need to go beyond the “what” and delve into the “why” and “how.”

Here’s why storytelling is a game-changer for your “About” page:

• Emotion: Stories have the power to evoke deep emotions – joy, curiosity, empathy, pride. By weaving storytelling into your “About” page, you create an emotional connection with your audience that goes beyond rational decision-making.
• Memorability: Research shows that stories are up to 22 times more memorable than facts alone. When prospective families are comparing multiple schools, the one with the most compelling, memorable story will stand out.
• Authenticity: Stories humanize your school and make it relatable. By sharing real experiences and anecdotes, you show prospective families that you’re not just a faceless institution but a community of real people with real passions and challenges.

So, how can you leverage the power of storytelling on your “About” page? Here’s a simple framework to get you started:

1. Set the Scene: Paint a vivid picture of your school’s founding, mission, or a pivotal moment in its history. Use sensory details to transport readers into the heart of your story. For example: “It was a crisp autumn morning in 1985 when a group of passionate educators gathered in a small, sunlit classroom. They had a dream: to create a school where every child could discover their unique gifts and reach their full potential…”
2. Introduce the Characters: Highlight the people who make your school special – from visionary founders to inspiring teachers and remarkable students. Share their backgrounds, motivations, and challenges. Make them relatable and human.
3. Highlight the Journey: Describe your school’s growth, obstacles overcome, and milestones achieved. Emphasize the lessons learned and the values that have guided your community along the way. For example: “As our school grew, we faced many challenges – from limited resources to a rapidly changing educational landscape. But through it all, we remained true to our core belief: that every child deserves a quality education, no matter their background or circumstances.”
4. Illustrate the Impact: Share specific examples and anecdotes of how your school has transformed lives and made a difference in your community. Use quotes, testimonials, and data to bring your impact to life. For instance: “Take Maria, a shy fourth-grader who struggled with reading. Through our innovative literacy program and the tireless support of her teachers, Maria blossomed into a confident, voracious reader. Today, she’s a published poet and a mentor to younger students.”
5. Look to the Future: Paint an inspiring vision of your school’s future and the impact you hope to make in the years to come. Invite prospective families to be a part of that future. For example: “As we look to the horizon, we see a world full of possibilities. A world where every child has the opportunity to discover their passions, develop their talents, and make a positive difference in their communities. And we know that, with your partnership, we can make that world a reality.”

Pro Tip: Use Storytelling Throughout Your “About” Page, Not Just in a Single Section

Weave anecdotes, quotes, and examples into your history, mission, and program descriptions. This will make your content more engaging and memorable from start to finish.

Remember, your school’s story is its most powerful asset. By bringing that story to life on your “About” page, you’ll create an emotional connection with prospective families that goes beyond facts and figures. You’ll inspire them to see themselves as part of your community – and to take the next step in making that vision a reality.

So go ahead – let your school’s story shine through. Your “About” page (and your enrollment numbers) will thank you.

4. Flaunt Your Accolades (Humbly, Of Course)

Let’s face it: your school is awesome. You’ve got dedicated teachers, brilliant students, and innovative programs that are changing lives and shaping the future.

But how do you convey that awesomeness on your “About” page without coming across as, well, a bit of a show-off?

It’s a Delicate Balance – but It’s One Worth Striking

Highlighting your school’s achievements and accolades on your “About” page can be a powerful way to build credibility, establish your expertise, and differentiate yourself from competitors.

But if you go overboard with the self-promotion, you risk turning off prospective families who may perceive you as arrogant or out of touch.

Here’s why showcasing your accolades (humbly) matters:

• Trust: When prospective families see that your school has been recognized by reputable third parties – whether through awards, rankings, or partnerships – they’re more likely to trust your claims of excellence.
• Differentiation: In a crowded educational marketplace, your achievements can set you apart from other schools and help you stand out in the minds of prospective families.
• Validation: For families who are already considering your school, seeing your accolades can be the validation they need to take the next step and apply.

So, how can you showcase your achievements on your “About” page in a way that feels authentic and humble? Here are some tips:

1. Focus on Impact: Instead of just listing your awards and rankings, explain how they reflect your school’s values and benefit your students. For example, instead of saying, “We were named a National Blue Ribbon School in 2023,” say, “Our National Blue Ribbon award recognizes our commitment to academic excellence and our track record of preparing students for success in college and beyond.”
2. Provide Context: Help prospective families understand the significance of your achievements by providing context and explanation. For instance, instead of just saying, “Our debate team won the state championship,” say, “Our debate team, which draws students from all grade levels and backgrounds, has won the state championship three years in a row – a testament to the power of our inclusive, student-centered approach to learning.”
3. Use Social Proof: Let others sing your praises for you. Include quotes and testimonials from students, parents, alumni, and community partners that speak to the impact and value of your school. For example: “When our daughter was struggling in math, the teachers at Greenfield Academy went above and beyond to provide extra support and encouragement. Thanks to their dedication, she’s now thriving in AP Calculus and planning to major in engineering in college.” - Jane Doe., Parent
4. Highlight Partnerships: If your school has partnerships with prestigious universities, cultural institutions, or community organizations, showcase them on your “About” page. These partnerships can lend credibility to your school and demonstrate your commitment to providing students with rich, diverse learning opportunities.
5. Keep It Relevant: Focus on achievements and accolades that are most relevant to your target audience and aligned with your school’s unique value proposition. If you’re known for your STEM program, highlight your robotics team’s national awards. If you’re a leader in the arts, showcase your students’ performances and exhibitions.
6. School Culture and Community: Awards for character education, service learning, or fostering an inclusive school climate.
7. Diversity, Equity, and Inclusion: Recognition for initiatives that promote diversity, equity, and inclusion within your school community.
8. Teacher Quality and Professional Development: Honors for teaching excellence, innovative instruction, or commitment to ongoing professional growth.
9. Parental Involvement and Satisfaction: High ratings on parent satisfaction surveys or awards for strong parent-school partnerships.
10. Sustainability and Green Initiatives: Accolades for eco-friendly practices, LEED-certified buildings, or environmental education programs.

Pro Tip: Create a Dedicated “Accolades” or “Points of Pride” Section on Your “About” Page

This will make it easy for prospective families to find and digest your most impressive achievements. Use infographics, charts, and other visuals to break up the text and make your accolades more engaging.

Remember, your school’s achievements are a testament to the hard work, dedication, and talent of your students, faculty, and staff. By showcasing them on your “About” page in a humble, authentic way, you’ll build trust and credibility with prospective families – and inspire them to want to be a part of your community.

So go ahead – give yourself a well-deserved pat on the back (but maybe leave the trumpet-blowing to your marching band).

5. Make Your “About” Page a Launch Pad for Exploration

Congratulations! You’ve poured your heart and soul into crafting an “About” page that captures your school’s unique story, personality, and achievements. Your prospective families are hooked – they’re eager to learn more about what makes your school so special.

But now what? Do you leave them hanging, hoping they’ll find their way to your admissions page or campus tour signup?

Of Course Not! Your “About” Page Isn’t a Destination – It’s a Launch Pad

It’s your chance to guide prospective families on a journey through your website, helping them discover all the ways your school can support their child’s learning and growth.

Here’s why making your “About” page a launch pad for exploration matters:

• Engagement: The longer prospective families spend on your website, the more likely they are to form a connection with your school and take the next step in the admissions process.
• Conversion: By guiding visitors to key pages like your admissions portal, program descriptions, or event calendar, you increase the chances of converting them from casual browsers to active inquiries.
• Retention: When prospective families feel like your website is easy to navigate and full of valuable information, they’re more likely to return again and again – and to share it with others.

So, how can you transform your “About” page from a dead end to a dynamic gateway? Here are some tips:

1. Sprinkle in Teasers: Throughout your “About” page copy, hint at the other exciting aspects of your school that prospective families can explore. For example: “Our state-of-the-art STEM lab is just one example of how we’re preparing students for the careers of tomorrow. Discover more of our innovative programs [link to academic programs page].”
2. Use Call-To-Action Buttons: Use Call-To-Action Buttons: Make it easy for visitors to take the next step by including prominent call-to-action (CTA) buttons throughout your “About” page. For instance, you might include a “Schedule a Campus Tour” button next to a section about your school’s welcoming community or an “Apply Now” button at the end of a section highlighting your impressive college acceptance rates.
3. Embed Multimedia: Break up your “About” page text with engaging photos, videos, and infographics that give prospective families a taste of your school’s culture and community. Make sure each multimedia element links to a relevant page on your site, such as a virtual tour or student life gallery.
4. Create a “Related Pages” Section: At the end of your “About” page, include a section that links to other key pages on your site that prospective families might find helpful. For example, you might link to your mission and values page, your faculty directory, your academic programs overview, and your admissions FAQs.
5. Use Strategic Internal Linking: Throughout your “About” page copy, link strategically to other relevant pages on your site using descriptive anchor text. For instance, if you mention your school’s commitment to social-emotional learning, you might link the phrase “social-emotional learning” to a page that explains your SEL curriculum in more depth.

Pro Tip: Use Analytics to Track Visitor Behavior on Your “About” Page

Pay attention to which links and CTAs are getting the most clicks, and use that data to optimize your content and navigation over time. You might find that certain sections of your “About” page are particularly engaging to visitors, so decide to expand them into full pages of their own.

Remember, your school’s website is a living, breathing reflection of your community. By treating your “About” page as a dynamic portal rather than a static billboard, you’ll encourage prospective families to explore, engage, and, ultimately, join your school family.

So go ahead – open the doors to your school’s story and invite prospective families to step inside. With your “About” page as their guide, they’ll embark on a journey of discovery that leads straight to your admissions office or infinity and beyond!

TL;DR;

• Your school’s “About” page is a crucial opportunity to showcase your unique story, personality, and value proposition to prospective families.
• To create an “About” page that captivates and converts, focus on these five key strategies:

1. Put your “About” page front and center on your website navigation.
2. Reflect on your school’s unique voice and personality in your content.
3. Unleash the power of storytelling to create an emotional connection.
4. Humbly flaunt your accolades and achievements to build credibility.
5. Make your “About” page a launch pad for deeper exploration of your website.

• By investing in a compelling “About” page, you’ll increase engagement, enhance credibility, improve conversion rates, and strengthen your school’s brand differentiation.
• Remember, transforming your “About” page is just the beginning – apply these strategies across your entire website for maximum impact.
• Need help crafting a website that wows? Consider partnering with a school marketing agency or consultant who specializes in creating compelling web content and user experiences.

You’ve poured your heart and soul into your school’s programs, faculty, and community – but when it comes to your website’s “About” page, you’re stuck. You’ve got the basic facts covered: history, mission statement, leadership bios. But deep down, you know it’s not enough.

You can’t shake the nagging feeling that your “About” page is missing that special spark – the one that will make prospective families sit up, take notice, and think, “Wow, this school is different. This is where we belong.”

Sound familiar? If you’re nodding your head, you’re not alone. As a school marketer, you know that your “About” page is one of the most critical pieces of your website. It’s often the first stop for prospective families seeking to understand your school’s unique value proposition, culture, and fit for their child’s education.

But in a sea of competing schools, how do you make your “About” page stand out? How do you convey the heart and soul of your school in a way that resonates with your target audience and inspires them to take the next step?

Fear not, intrepid school marketer – we’ve got you covered. In this post, we’ll divulge five powerful storytelling secrets that will transform your “About” page from a snooze-fest to a magnetic marketing machine. You’ll discover how to:

• Craft a compelling narrative that showcases your school’s unique identity and values.
• Create an emotional connection with prospective families that goes beyond facts and figures.
• Structure your content for maximum engagement and search engine visibility.
• Integrate your “About” page into a seamless, action-oriented user journey.
• Infuse your school’s voice and personality into every paragraph, making your brand unforgettable.

Ready to Transform Your “About” Page from Drab to Fab?

Well, there you have it – the secret sauce to crafting an “About” page that doesn’t just inform but captivates. By putting your “About” page front and center, reflecting your school’s unique voice, unleashing the power of storytelling, humbly flaunting your accolades, and making your “About” page a launch pad for exploration, you’ll create a web presence that stands out from the crowd and speaks directly to the hearts of your prospective families.

But don’t just take our word for it. Let’s recap the key benefits of following this approach:

• Increased Engagement: By crafting an “About” page that’s authentic, compelling, and easy to navigate, you’ll encourage prospective families to spend more time on your website, exploring all the ways your school can support their child’s learning and growth.
• Enhanced Credibility: By showcasing your school’s achievements and partnerships in a humble, impact-focused way, you’ll build trust with prospective families and establish your school as a leader in your community.
• Improved Conversion Rates: By guiding visitors to key admissions pages and providing clear calls-to-action throughout your “About” page, you’ll increase the likelihood of converting casual browsers into active inquiries and applicants.
• Stronger Brand Differentiation: By infusing your school’s unique personality and values into every aspect of your “About” page, you’ll create a memorable brand experience that sets you apart from competitors and resonates with your target audience.

Of course, transforming your “About” page is just the beginning. To truly maximize the impact of your school’s web presence, you’ll need to apply these strategies across your entire website – from your homepage to your program pages to your admissions portal.

But don’t worry – you don’t have to do it alone. Whether you’re a one-person marketing team or part of a larger communications department, there are plenty of resources and tools available to help you create a website that wows.

Here are a few next steps to consider:

1. Conduct a Website Audit: Take a deep dive into your current website and assess how well it aligns with the strategies outlined in this guide. Identify areas for improvement and prioritize your efforts based on your school’s unique goals and resources.
2. Engage Your Community: Reach out to your students, parents, faculty, and staff for input and feedback on your website. What do they love about your school’s story and culture? What information do they wish was easier to find? Use their insights to inform your website content and navigation.
3. Invest in Professional Development: Attend webinars, conferences, and workshops on school marketing and communications to stay up-to-date on the latest trends and best practices. Consider joining professional organizations like NAIS or CASE to network with peers and access exclusive resources.
4. Partner With Experts: If you need extra support or guidance, consider partnering with a school marketing agency or consultant who specializes in crafting compelling web content and user experiences. Look for partners who take the time to understand your school’s unique needs and values and who have a proven track record of success in the education sector.

Remember, your school’s website is more than just a collection of pixels and pages. It’s a powerful tool for building relationships, inspiring futures, and changing lives.

By investing in an “About” page (and a website) that truly reflects your school’s heart and soul, you’ll not only attract more mission-aligned families – you’ll create a lasting legacy of learning and growth that extends far beyond the screen.

So what are you waiting for? Go forth and create an “About” page that your school can be proud of – one that will make prospective families say, “Wow, this is where we belong.”

Because at the end of the day, that’s what it’s all about – finding the perfect fit for each and every child and helping them unleash their full potential.

And with your new and improved “About” page leading the way, you’ll be one step closer to making that vision a reality.

Ready to take your school’s “About” page (and your entire website) to the next level? Let’s chat about how Cube Creative Design can help you tell your school’s story in a way that captivates and converts. From strategic consulting to full-service content creation, we’re here to help you make your mark on the web – and beyond.