Stop Sounding Like Every Other International School: The Simple Shift That Makes Parents Care

In the international school space, one challenge keeps coming up:

If every school is promising the same thing, how do parents know which one to trust?

Most school websites explain what they offer, rigorous academics, inquiry-based learning, international perspectives, but forget to show how they deliver it, and more importantly, why it matters to families.

The result?

Content that sounds just like everyone else.

Parents Don’t Want Jargon. They Want to Feel Something

Too often, school marketing leans on generic, academic language:

“We follow an inquiry-based approach.”

“We foster key concepts and transdisciplinary skills.”

“We provide world-class education.”

But here’s the thing:

Parents aren’t searching for educational jargon. They’re searching for connection.

They want to:

✔️ Picture their child learning, growing, and thriving at your school.

✔️ Feel emotionally reassured.

✔️ See themselves and their child in your story.

Choosing a school is an emotional decision. Your content should reflect that.

From Flat to Compelling: A Real Example

Here’s a common “before” from a typical school website:

“The PYP follows an inquiry-based educational approach that fosters understanding of key concepts, knowledge, and skills across disciplines.”

Sounds familiar, right? But this is why it’s falling flat:

It assumes parents know what the PYP is.

It’s packed with vague, technical language.

It tells, but doesn’t show.

It sounds like every other school.

Here’s what it could sound like instead:

Picture this:

Your child is helping plan a class fundraiser. They’re calculating prices using their maths skills. They’ve written a survey to collect opinions and are analysing the results. They’re creating posters and digital ads to spread the word.

In one project, your child is learning maths, English, art, communication, and teamwork—all while having fun.

This is how we bring learning to life: not as isolated subjects, but as connected, meaningful experiences that build confidence, creativity, and real-world skills.

This version:

✔️ Speaks directly to parents.

✔️ Creates a vivid picture.

✔️ Focuses on benefits, not features.

✔️ Feels personal, specific, and unique.

How to Make Your School Content Stand Out

If you want parents to connect with your school, your content must:

Use parent-friendly language. Especially for international schools, where many parents are not native English speakers.

Show the experience. Paint clear, relatable scenarios that parents can see their child in.

Tell your story. Move beyond generic selling points. Your school’s story is your strongest asset.

Focus on benefits. Make it clear what this means for their child,

not just what the school does.

Want Your School’s Content to Connect?

You already have a powerful story. Let’s bring it to life.

👉 DM me or visit www.elevate-comms.com for a free consultation. Let’s make your school’s story one that stands out and speaks to the hearts of parents.