Writing clear, useful content for a school website

Start with a question a visitor would ask

Before drafting, write one sentence describing the task. Examples include "I need to tell the school my child is absent" or "I want to know when the next term begins". If a page serves several unrelated tasks, consider whether it should become separate pages with clear links between them.

Give the answer near the top. An absence page should make the reporting route easy to find before explaining attendance principles. A term dates page should show the relevant dates before a long welcome message. The page can still provide context after the immediate need is met.

Use headings that explain the content

A title such as "School meals and dietary needs" tells a visitor more than "Healthy futures". Use plain terms families recognise, even when the school uses a different internal label. Explain abbreviations on first use and avoid assuming everyone understands a school system's name.

Make subheadings useful when read on their own. They should help someone scan for the part they need, such as "If your child needs a special diet" or "How to request a paper copy". Use the proper heading controls in the editor rather than making ordinary text large and bold.

Say who should do what

Replace vague phrases with a clear person, action and destination. "Please contact us at your earliest convenience" can become "Contact the school office before the visit if your contact details have changed". Only include a deadline when it is accurate and the responsible owner has approved it.

Where a task uses a separate system, explain what the visitor needs before starting. Mention any school-issued activation information and give a recovery route if it is missing. Do not assume that every family has a smartphone, a printer or easy access to email.

Make dates and changes unambiguous

Use full, clear dates for time-sensitive instructions, including the year where confusion is possible. Replace relative wording such as "next Friday" in material that may remain online. If a page describes a past event, keep it clearly historical rather than leaving instructions that appear current.

When arrangements change, explain the new position and the date it takes effect. Check related pages and linked documents at the same time. Updating a homepage notice alone can leave families following contradictory instructions elsewhere.

Keep policy and practical guidance connected

A policy may need formal language and a controlled approval process. A practical page can explain where to start, who to contact and what happens next without attempting to replace the policy. Ask the policy owner to check that the explanation is accurate.

Avoid claiming that a short web summary contains every exception. Use careful wording when arrangements depend on individual circumstances. The aim is to make the first step understandable while preserving an appropriate route for more detailed questions.

Write for a small screen

Use short paragraphs and descriptive lists where the items are genuinely parallel. Keep tables for information that benefits from comparison, such as dates and session times, and check their small-screen behaviour. Do not use a table merely to position text.

Put essential text on the page rather than only inside an image. A photographed letter is difficult to search, translate or read with assistive technology. If a download is necessary, explain what it is and make its title meaningful. See the accessibility guide for document checks.

Handle tone and sensitive subjects carefully

Use calm, respectful wording for attendance, payments, complaints and support. Explain the action without assuming a family's motivation or circumstances. A payment reminder page, for example, should identify an appropriate contact for questions without asking people to disclose private details publicly.

For urgent or safeguarding concerns, use the school's approved instructions and have the responsible lead verify them. A general content editor should not invent response promises or emergency arrangements. Make clear when an inbox is not monitored continuously if that is the actual service.

Give content a maintenance plan

Assign an owner who can verify the facts and identify what would trigger an update. A page can have a scheduled review and also need immediate revision when staff, contact routes or arrangements change. Display dates only when they represent a real publication or review event.

Before publishing, ask a colleague unfamiliar with the draft to explain what they would do next. If they hesitate, revise the wording or structure. This simple task check often reveals more than polishing adjectives. Use the content audit guide to keep the same standard across the site.