Schools

Writing a school prospectus parents will read

A prospectus, printed or online, is often the document parents keep and compare. It works best when it is short and specific.

Structure

1. A short introduction from the head.
2. What and how the school teaches.
3. A typical day.
4. Pastoral care and wellbeing.
5. Activities beyond lessons.
6. Admissions, fees and contact details, often on a separate insert so they can be updated each year.

Plain language

Write for a parent who has never visited. Avoid jargon, and explain any terms the school uses for year groups or programmes.

Specifics over adjectives

"Pupils have two music lessons a week and can learn an instrument from Year 3" tells a parent more than a paragraph about a "strong tradition of music".

Photos

Use real photos of the school, with consent recorded for every identifiable child.

Online versions

A web page or a downloadable PDF should match the printed version. Update both at the same time.