Want to Stop Explaining Music Lessons to Parents?
Have you ever wondered how much information you should share on your website?
Do you feel like you spend too much time explaining music lessons to potential studio parents?
Do you wonder if you should share your policy on your website, or if that would only discourage potential parents from contacting you?
A studio website that uses clear, concise language will do two valuable things for you:
-It will attract and engage parents
-It will educate parents about what you offer
In this post, I’ll show you:
-How to leverage your website language to engage parents
-How to use your website to educate parents without losing them in the details
My Wake-Up Call
About a year ago, I presented my studio website to a group of fellow women entrepreneurs.
I’d recently made some big changes to my website. I knew that this group would have good feedback for me - particularly since most of them are parents, and none of them had music lesson experience with their kids.
I asked the women to pull up my website on their phones and take a few minutes to explore my site.
Next, I asked if they had any questions about piano lessons in my studio.
I was a bit shocked at their responses.
There were questions like,
“Do you need to own a piano to take lessons?”
“How often would my child have a piano lesson?”
“Don’t you have to practice when you are taking music lessons? What does that mean, exactly?”
“I just don’t understand how piano lessons work. My child has never done anything like this before and I’m confused.”
Clearly, I’d made some assumptions about how well most parents understand music lessons.
It was a great lesson for me. Because of the feedback I received, I reworded much of the text on my website. I also added an FAQ page that answers all of those questions and more.
We are so accustomed to speaking our own language, we aren’t even aware how foreign we can sound outside of the world of music education.
Most parents are not familiar with the process of learning to play a musical instrument, and it would be unfair to expect them to arrive at our websites with prior knowledge.
Have Coffee With a Parent
When you’re writing for your website, imagine that you are having coffee with a parent who has never had music lessons. Their child has expressed an interest in music, and the parent wants to give their child a positive, affirming musical experience.
That’s all they know. They ask you: how do piano lessons work?
What would you tell them? How do you explain piano lessons using clear language?
More importantly, how do you talk about lessons in your studio in a way that captures their imagination - while helping them to understand music lessons?
We can easily run through the laundry list of the studio parent experience:
-Own a piano
-Attend weekly lessons
-Perform in recitals
-Stick with it for the long haul
-Communicate with your teacher
The list could go on.
But presenting parents with a list of facts about learning to play an instrument isn’t likely to get them excited about enrolling their child in your studio.
Talk About The Lesson Experience
How you engage parents on your website is a big deal. Whether you’re greeting parents on your homepage or answering common questions about music lessons, the way you write tells a parent a lot about your studio.
Think about how you talk with a parent at a trial lesson. You use facial expressions, body language, and tone to communicate warmth and professionalism.
Now take away all of that. Without being in person, our words have to communicate warmth and professionalism for us.
When you’re writing for your website, imagine yourself having a conversation with a parent. Talk them through what the lesson process looks like in your studio in a friendly, conversational way.
Rather than just sharing dry facts, explain to parents what their child will love about being in your studio. Use your words to engage your potential studio parent’s imagination.
Talk about what their child will play, describe your studio community, picture how their child will benefit as a person from music lessons in your studio.
Then divide it up. Rather than writing one giant paragraph, break up the information into small, easy-to-read chunks.
While using your website language to educate and attract, don’t let parents be dissuaded from contacting you because they’re bogged down by lengthy explanations and unnecessary details.
Studies show that we have an online reading attention span of eight seconds.
For me, that’s the time it takes to read about three sentences.
This makes it important to carefully evaluate your paragraphs and the flow of your descriptions.
Yes, you can list all twelve musical benefits to your preschool music program, but a parent won’t read them.
The parent wants to know what their child’s experience will be like in your class. Can you explain it to them in just a few sentences?
Whether you use an FAQ page, a studio policies page, or something else entirely, avoid sharing too many details. Parents who are just considering music lessons might want to know that lessons are generally held every week; they don’t yet need to know about inclement weather policies.
Imagine you’re sitting down with a potential studio parent who is interested in lessons for their third-grader.
How would you describe the experience you offer to that parent?
Is it different from what’s on your website now?
What’s one aspect of your website that you could rewrite with greater impact?
Any questions you’d like to ask about writing for your website?
I’d love to hear from you!