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Most websites have an 'About Us' page, but how do you make it impactful? Here are our top tips for schools and colleges.
Simple ways to optimise your 'About Us' page:
Establish a clear mission statement
'About Us' pages can be long and wordy. For those who want a simple introduction to your school or college, start with a single statement that summarises your organisation's mission. Examples could be: 'providing an education for life for children aged 4-18', 'broadening the horizons of our students by providing an outstanding education', 'giving students the skills they need for a rewarding career'...
Share your school or college's story
Even if you don't have a long history, it's nice to share where your school or college started and what inspired its founders. If you have a longer history, share the key moments that defined your organisation and remember that everyone loves a personal story. Some anecdotes about the early days of your school or college can add personality.
Share how you have evolved
Another great way to show authenticity on your 'About Us' page is to share how your organisation's strategy or even personal ways of thinking have changed since your school or college launched. This page is a great place to describe how you started and how you have grown and changed, show your audience that you are able to adapt in - and prepare your students for - a changing world. Also share any pivotal or 'aha!' moments, this may be a challenge that was faced that resulted in a change to the organisation you are today.
Explain who you serve
Not everyone reading your 'About Us' page will be a prospective student, your audience on this page may be businesses, those looking for employment, and other schools and colleges scoping out competition. It is crucial that you include who your core students are. Make it clear who you serve and why.
Explain your value
Step away from generalisations, along with sharing who you are serving, also share what service and value you are providing for them. Make it succinct and clear to your readers, something like: 'We offer a wide range of courses, both academic and vocational, to help young people aged 16-18 achieve their potential and prepare them for work or further study'.
Share some examples and success stories
Your 'About Us' page is a great place to include some success stories of past students, your most recent exam results and some testimonials from happy students and their parents. People are much more likely to choose a school or college with a good reputation, lots of happy customers and evidence of the impact it makes on students.
Describe your values
Finish your 'About Us' page with your core organisation values, remind your reader that your school or college is made up of real people who really care. Share a bit about your company culture, bigger picture and evidence of wider community impact. This could be environmental, social responsibility, inclusivity or simply your drive to provide the best possible education for your students. This part has the added benefit of appealing to future employees.
Focusing on your website? We offer a free education-specific consultation including a review of your website and advice on optimising your school CMS or website for conversions.
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