Your school’s website can easily answer the who, what, when, and where, but the why—the very reason families should choose your school–can be harder to explain. ("trust me" doesn't work, either...)

Prospective families are likely visiting multiple school websites, each vying for their attention, bombarding users with information and promises. Many schools fall into the trap of listing generic features like "small class sizes" and a "caring community." Any school could claim that…

While these things might be true and may be important to some, they don't tell your unique story. To connect with families, you need to go deeper to make your "why us" page a no-brainer.

It's the "why" that resonates with parents emotionally. The "Why Choose Us?" page is where your school's story comes alive and connects with your families' aspirations for their child, their values, and their vision of the future. 

It's about communicating the intangible qualities that make your school special—the spirit of your community, the passion for learning, or the commitment to individual growth—and convincing them that your school is THE perfect fit for their child.

But how can you make your page stand out?

How to Write a Why Choose Us Page

Find Your Voice, Share Your Values

This is your chance to make a compelling case for why families should choose your school over all the others, and to do that, you need to cut through the clutter and articulate what makes your school unique. 

• What sets you apart? 
• What specific experiences and opportunities can you offer that no other school can say?
• Why does your school exist?

Whatever it is, identify those key differentiators and build your "Why Choose Us?" page design around them. Your page should also include your school's core values and mission statement. 

• What do you believe in?
• What kind of learning environment exists?

Tell a Story

Instead of just listing facts and figures, use storytelling to bring your school to life. We remember stories much better than facts or numbers. Share anecdotes about student successes, highlight the impact of your programs, and showcase the passion of your teachers.

Let's say your school has a renowned robotics program. Instead of simply stating that fact, tell the story of how students designed and built a robot that won a regional competition. How did it feel for them? Include quotes from students about their experience and how it sparked their love of engineering.

Pro Tip: Images speak louder than words, so use visuals to support your message.

Rumson Country Day School brings a lot of these elements together on its “why” web page, choosing to focus on the experience that builds a “foundation for life.”

Make it Easy to Find

Make sure your "Why Choose Us?" page is easy to find and navigate. Many schools place this page within their admissions section, and it makes sense—you’re trying to engage prospective families. But remember to include calls to action, like links to your admissions inquiry form or a chance to schedule a tour.

Testimonials: The Voice of Authenticity

Authentic, unedited social proof that sounds genuine and relatable works toward building trust. Include a diverse group of quotes from current students, alumni, and parents—each group offers a unique viewpoint on their school experience.

The testimonials you use should focus on the specific ways your school has made a positive impact—have them answer the “why” question. For example, a student might talk about how a teacher inspired their love of writing, or a parent might share how the school's supportive environment helped their child thrive.

Showcase Your Achievements

Don't just list every award your school has ever received. Instead, focus on the most prestigious and relevant accolades and explain what the award represents and why it's significant. 

For example, if your school received an award for its science program, briefly describe the program and focus on the impact it has on students.

Go Further than What's Expected

• Address Concerns Head-On: Are there common misconceptions about your school or the type of education you offer? Don't shy away from addressing them directly. If you're a private school, you might proactively talk about affordability or financial aid, or if you’re an all-girls school, highlight the benefits of that environment.
   
• Highlight the "Hidden Gems:" Think about the aspects of your school that might not be immediately obvious. Do you have a unique house system, a strong emphasis on outdoor education, or a special partnership with a local organization? These "hidden gems" can be powerful things that set your school apart.

You have to love the language used on Chestnut Hill’s “why” page: ”The Future Depends on Elementary Education” and “At CHS, Childhood Lasts a Little Longer.” Those bold statements certainly make an impact and draw users in to learn more about its programs and read the testimonials—wonderful page!

• Show the Long-Term Impact: Show families the lasting value of your experience and paint a picture of how your school prepares students for the future. Do you have data on college acceptance rates, alumni success stories, or the development of key skills like critical thinking and collaboration?

Make it Interactive

• Incorporate a Call to Action: Encourage prospective families to take the next step. Include clear calls to action, like:
  • "Schedule a Tour"
  • "Download Our Viewbook"
  • "Contact Our Admissions Office"
  • "Inquire or Apply Now"

• Add an FAQ Section: Anticipate common questions and provide concise, informative answers. This can save families time and address potential concerns. Riverside’s proactive approach answers a lot of questions, and with the addition of some fast facts and parent testimonials, they make a compelling case for families choosing them.
   
• Use Interactive Elements: Consider using interactive elements like quizzes ("Which House Would You Be In?"), maps of campus, or timelines of student progress.

Foxcroft School takes a similar approach with its “Who is a Foxcroft Girl?” page, structuring a lot of its content and information to function in the same way, and by the end of the page, the answer to “why” is crystal clear!

Key Takeaway

Don't let your school get lost in the crowd by saying the same thing. In a sea of similar-sounding websites, your "Why Choose Us?" page is your opportunity to shine. Embrace your individuality, tell your story with passion, and dare to be different so your school's unique spirit shines through!

ABOUT THE AUTHOR

Connor has spent the last decade within the field of marketing and communications, working with independent schools and colleges throughout New England. At Finalsite, Connor plans and executes marketing strategies and digital content across the web. A former photojournalist, he has a passion for digital media, storytelling, coffee, and creating content that connects.