How to create powerful FAQs for your charter school
Updated: Dec 17, 2019
When is the last time you updated the FAQ page on your charter school website? Is it current? Is it helpful? Is it accurate? If you are like me, it is the last thing on your mind. But when parents are researching your school, it is the first place they go. What exactly are a parent’s most frequently asked questions? What do they want to know? And how can you use that page to get them to click on the “enroll now” link?
FAQs as marketing strategy, not just information
Consider this. If a parent lands on your FAQ page, it means they are already interested in your school. Every line on this page should be designed to draw them in further, to help them decide if your school is a good match for their child’s needs.
Your FAQ page is the perfect place to address parents’ pain points. Is your school a safe place in a world of bullies? Do you offer small class sizes in a district where classes are overcrowded? Do you have a track record of success on state tests, academic competitions, or special events that align with your mission? The top concerns parents have about their children are typically, “Will they be safe?” and “Will they be successful?” Your goal is to anticipate what drove these parents to your website, and then provide the solution to their problems with your program. You want to make it easy for them to say yes to your charter school.
What it’s not and what it can be
Your FAQ does not need to be an encyclopedia, and it better not be a list of policies and rules. It’s your school’s mission and vision, mapped out in everyday terms so the parent can see exactly what their child’s experience at your school would feel like. If it’s a good match, it should make that parent fall in love with your school and click that “enroll now” button. In fact, there should be an “enroll now” button at the bottom of your FAQ page.
What do they want to know?
Parents come to your website with a wide variety of background knowledge and questions. First, of course, there are those who need to know the basics. Most charter schools include the following questions:
What is a charter school?
Are charter schools public schools?
Do charter schools charge tuition?
Are your teachers certified?
Often, these questions can be answered by providing a link to your state’s department of education or charter school association website. That keeps the focus of most of the questions on what makes your school unique.
What is special about your charter school?
Here is your homework. Make t-chart and on the left side, make a list of all the features your charter school offers. On the right side, turn those features into benefits for parents and/or students. Then, turn each of those features into a question, and turn the benefits into the answer.
Here is an example:
Feature: School uniforms
Benefit: Unified appearance and no peer pressure for clothing styles
Question: Does your school require uniforms?
Answer: A school uniform teaches students to take pride in their appearance and to be part of the school community. It also means that students don’t have to worry about peer pressure when it comes to clothes. ABC Charter School has a family-friendly dress code, which can be found here: (add link).
Do you want a handy tool to help you turn your FAQ page into a powerful marketing tool? Click on the link below to grab your free .pdf now!
FAQ = Marketing
Turn your FAQ page into a high-converting marketing tool by including relevant, engaging content organized in an easy-to-follow manner. Let your answers to the questions show your mission and vision in action. And lastly, do not forget to include a clear call to action. What’s the call to action? Enroll now! Giving parents a clear direction will increase enrollment applications.
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