When you’re an independent school, college or university, every page of your website is making the same case:
Investment of time. Investment of work. And, as equally important, investment of dollars.
So while your entire website needs to work together to explain WHY your school is worth the investment, the case is put to a practical test when you get to your website’s Tuition page. Because this is where families are finally faced with the HOW:
Ok, this school looks amazing. I believe my daughter will excel here. But HOW do I make it happen?…
Take a look at your current Tuition page. Does it adequately answer that question? Here’s how to make sure it does.
It’s possible to make your school website’s Tuition page both compelling and straightforward by incorporating these tips:
Tell readers upfront that you understand the often heavy burden of paying for a fantastic education. It’s a significant investment, yet an investment in the future. And “possibility” is something worth investing in.
While speaking at the Connecticut Association of Independent Schools, I heard something that really stuck with me: “If I’m going to spend money on one thing for my child, I want it to be her education.” That’s quite a passionate, personal pull — and it makes sense to highlight that on your Tuition page.
The key: don’t be heavy-handed with your beliefs — be understanding. Recognize how difficult the decision can be, and express your empathy.
Even if you do it elsewhere on the site, reinforce the value of an independent school or higher education. Use facts and statistics, such as the following compiled by the National Association of Independent Schools:
One of my school clients had a rule on their website: wherever you talk about Tuition, you talk about Financial Aid. This was true not only on the Tuition page, but also in areas such as the site’s Frequently Asked Questions, in printed communications and more.
The reason: to demonstrate how much the school is willing to work with families to ensure their education is within reach.
This school also supports their Financial Aid information with facts about their own students. For your site, consider including statistics such as:
Just because your Tuition page is mostly fact-based information doesn’t mean it should lose your school’s brand voice and tone. Quite the opposite — this is where you should showcase your brand personality.
A good way to do this is through testimonials — from your students, from your families, and from your leadership. This will help readers visualize the long-term outcomes when considering their investment.
These are just a few of the ways that you can enhance your school website Tuition page. Pair these with other school website content best practices, and you’ll be more successful at making the case for your own HOW.
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[…] This is a great article from Emily Cretella that shows you “How to Write a Tuition Page Worth Reading” – read […]
Great advice….would be powerful if you shared a few examples of schools’ pages that you think did it right….
Great point, David! I’ll work on a follow-up. One example that comes to mind is Baylor School: http://www.baylorschool.org/admission/tuition-and-financial-aid/index.aspx — It has some, but not all, of the elements described above.
Funny – a site I stumbled on that really resonated for me! Which is a polite way of saying…any other examples I haven’t seen yet 😉 ?
Keep up the great work.
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