Most school blogs are ghost towns—sporadic posts, unclear purpose, and zero traction. If yours isn’t driving traffic, building trust, or supporting enrollment… it’s not doing its job.

The good news? You don’t need to post every week. You just need a better strategy.

Problem #1: You’re Writing for Yourself

Most school blogs are written like internal newsletters. They recap events, praise staff, or share photos—but they’re not written with prospective families in mind.

Ask yourself: If someone knew nothing about our school, would this post help them trust us?

Problem #2: There’s No Search Strategy

If your blog isn’t built around actual search queries, it won’t attract new readers. What are parents Googling before they apply? What questions do they have about classical education, tuition, or school culture?

For reference, one of our clients took this approach and wrote about “What is Classical Education?” They now receive hundreds of highly targeted visitors every month.

Your blog should answer those questions with clarity and warmth.

Problem #3: You’re Burying What Matters

Sometimes schools bury important content (like application deadlines or visit info) deep in blog posts instead of highlighting it where it belongs.

Instead, use blog posts to support high-impact pages—like your calendar or your campaign landing pages—and link to them intentionally. Internal linking” is great for SEO – which will help your site rank higher in Google, thus getting you more highly qualified visitors to your site.

What to Write Instead

You don’t need 100 posts. You need 10 that do the heavy lifting:

• Answer real parent questions
  • How do you know what exactly to write about? At your informational meetings and events, take note of what questions are being asked.
• Explain your school’s distinctives in plain language
• Connect blog content back to enrollment actions (schedule a tour, download a guide, etc.). Place a CTA (call to action) at the end of the post with a link to either your contact form or your “Info Meeting” sign up form (if you’ve got one).

Need a blog plan that actually supports enrollment?

Let’s build a content strategy for your school—so every post earns its place.