Our Top 4 Tips for Writing Stand-Out Copy
Want to know what will drive a parent away from your studio website?
Too many words.
We are constantly confronted with words online, so our brains have adapted by skimming.
(Don’t think you skim online? Spend 2 minutes on your Facebook newsfeed.)
The words on your studio website need to be incredibly powerful. Your words have the ability to grab a parent’s attention, capture their imagination, and show them what’s unique about your studio.
It takes some persistence - a willingness to write, edit, and edit some more - but your copy is arguably the most powerful element of your website.
It’s worth the time to get your words right.
Here are our 4 top tips for writing copy that will grab your audience:
1. Focus your language on the family and student
The hard truth? Parents aren’t invested in your qualifications, your policy, or your lesson structure. In fact, they don’t really care about your studio - yet.
What parents care deeply about is their child. They want to give their child the very best experiences they can possibly afford to give them.
The minute you start talking about your teaching philosophy or your background in music education, the parent will start to skim. (Sorry to say it!)
Keep your words focused on how a child or adult will benefit in your studio. Talk about the wonderful experience they will have, how they will benefit as a person, and what life skills they will take with them when they leave your studio one day.
Parents will read what you have to say about their child’s experience.
2. Write as little as possible
Yes, you need to give parents information about your studio. Yes, you need to invite and engage them with your words.
But after a sentence or two, the parent’s eyes will immediately skip to the next paragraph.
This is because our eyes and brains are now trained to skim when reading online, as we’ve already mentioned. A website that contains more than a minimal amount of text will simply not be read.
Once you’ve written your website content, put it away for a day or two and then come back to it. Is there anything you can eliminate? Or communicate in different, fewer words?
Look at your paragraphs. Keep each one to 2 or 3 sentences. That sounds short, but it’s all a parent will read.
That 4th sentence that contains vital information? It will be skipped. Reconsider its importance, and, if it’s vital to your message, move it to a new paragraph.
Bonus: Read more about communicating with parents on your website.
3. Avoid “I” Language
This goes along with focusing your language on a student’s experience; parents want to read about their child’s potential rather than about what you offer.
Imagine you’re at my studio website. You read:
“I offer monthly group classes that provide opportunities for students to play music together and practice their rhythm skills.”
Okay, so you know a little more about what I offer. But since you don’t particularly care about me (yet), this probably means nothing to you.
But what if you’re at my studio website and read:
“Imagine your child making music with teammates at monthly group classes.
Watch your child build life-long skills as they play the piano with friends, improvise their own tunes in jam sessions, and excel in team rhythm challenges.”
Now you’re picturing your child having a fantastic time and becoming a stronger person - and that’s what you want most for your child.
4. Keep Your Bio Brief
This one is hard. I understand.
Many of us feel like we need to prove that we are worth what we charge.
This can lead to a long, winding biography about our personal introduction to music, our qualifications, our current involvement in music, and our efforts at continuing professional development.
The hard news: parents aren’t interested in learning this much about us.
The good news: parents aren’t interested in learning this much about us.
They don’t need to know much about us to see that we’re worth what we are charging. What matters is the experience we offer them, their child, and their family.
Building trust is vital, and that’s not done through a bio. That’s done through testimonials, through your website photos (seeing you in action as a caring teacher will go a LONG way), and ultimately through getting to know you as their teacher.
So think through what parents really need to know about you. Then trim that down 3 paragraphs or fewer (of 2-3 sentences each!) and parents will be much more likely to read about you.
Bonus: Read all about how to write a great bio.
If you’ve read this far, you are ready to write strong copy for your website that will make a huge difference in how parents and potential students see you.
How do I know?
Because I’ve come by these tips over many years of re-writing my own studio website - as well as by guiding clients through writing their own copy.
It’s a big job. But I promise you: it’s worth every ounce of effort.
Questions? Comments? Thoughts about website copy? I’d love to hear from you.