Are you about to publish content on the S&A platform? Remember that a strong article is about more than just good writing. To get genuine value from every piece you submit, there are a few essential steps worth taking in your approach. 

Always include a clear back link

Every promotional article should link back to your school’s website. This isn’t just good practice for driving traffic, but it also supports your search engine visibility, helping your site climb higher in results over time. If a reader is interested after finishing your article, the very next thing they should see is a direct route to find out more.

Make your contact details easy to find

Don’t make agents or prospective students go hunting. Include your email address, phone number and any relevant social media links clearly within the article, ideally towards the end. The easier you make it to get in touch, the more enquiries you’ll get.

Present information clearly

Agents often skim multiple articles in one sitting, so structure is important. Use short paragraphs, clear headings and avoid burying key details, such as course types, locations and intake dates, in dense blocks of text. As we covered when navigating the S&A Members Directory, agent profiles are built around exactly this kind of clear, scannable information. 

Write with agents in mind

Remember your core audience. Agents want to know what makes your school easy to recommend: your specialisations, your support services and what sets you apart from similar providers. Framing your article around what an agent needs to confidently pitch your school to their students will always perform better than a generic overview.

Once you get these fundamentals right, every piece you publish will work harder for your school. Need support in writing content for your business? Get in touch with Schools & Agents for expert guidance and more information about membership add-ons. 

Written by Stephanie Clark