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Create a Blog that Converts

Learn how to properly implement a blog at your school to increase inquiries.

We launched our school blog roughly five years ago when we started implementing inbound marketing at Sewickley Academy. Our blog was launched with three goals in mind: Increase inquiries, help with branding and improve our search engine optimization (SEO).
While all three goals are benefits of blogging, in my opinion, using a blog to increase inquiries is the most important and the least understood goal. It's a goal that the majority of schools cite as a goal of their blog but one that is not implemented correctly.

The biggest mistake that schools make with their blog is not including a call-to-action at the end of every blog post.

Are you making this mistake? Let's discuss the theory behind launching a blog at your school and how to correctly convert a prospective family visiting your school blog into an inquiry.

To convert a prospective family into an inquiry, you first need to "attract" that family so that your blog can be found by them. This is the definition of search engine optimization. More specifically, SEO are techniques and practices that allow your school's website or blog to show up in that search result. Using search engine optimization techniques, we were able to improve our results and now very frequently show up in the first three slots in the Google search results on the first page - a huge improvement.

Now that a family can find our blog we need to convert them into inquiries. How do we do that?

At the end of each blog post, we have an image with a single call-to-action. For us, that call-to-action offers prospective families a guide or ebook that provides value to those families, and while the guide is available to them free of money there is still a transaction involved - we provide the guide, and they provide us with their email address.

This transaction is the single most important purpose of having a blog at your school and the failure I see schools who blog make.

Are you making this mistake?

If you are, I can offer some help.

I've partnered with BlackbaudK12 to offer a self-paced, online course called Create A Blog That Converts. This course typically costs $297 but BlackbaudK12 has sponsored the course to make it available for FREE!

Sign-up below to receive immediate access to the course. Each lesson includes an instructional video, a handout with resources from each lesson, and a copy of the slide deck from each presentation.

If you have a blog, I hope you'll consider going through this course to make your blog one that converts prospective visitors into inquiries.


Your Instructor


Brendan Schneider
Brendan Schneider
Brendan is one of the leaders in the field for teaching on and knowledge about inbound marketing for schools. He presents and consults on inbound marketing, social media, and marketing technology at the regional and national levels. With his blog, podcast, and virtual conferences, he continues to advance the abilities of the independent school admission, communication, and marketing professional. He is also a guest lecturer in the marketing class at the Klingenstein Center for Independent School Leadership at Teachers College, Columbia University.

Frequently Asked Questions


When does the course start and finish?
The course starts now and never ends! It is a completely self-paced online course - you decide when you start and when you finish.
How long do I have access to the course?
How does lifetime access sound? After enrolling, you have unlimited access to this course for as long as you like - across any and all devices you own.

Get started now!