In this digital age “word of mouth” may not be enough to bring in new students. A well-crafted website can be the hardest working ‘salesman’ on your team! To make it effective, we need to be very particular about what we include and exclude from our website. Here are some non-negotiables that need to be on every tutor’s website:
- Who are you?
- What do you teach?
- Where do you teach? What areas do you serve?
- A way to contact you.
Who are you?
Your ‘About Me’ page is just as much ‘About Your Students’. In other words, it’s not about you, it’s about how your website makes potential clients feel about you. Make sure your content is telling customers how you can help them (Feature -> Benefit). Example:
Paul Stevenson received a Bachelor’s Degree in Literature from the prestigious Columbia University. Paul continues to show his commitment to lifelong learning and excellence as a dedicated Professor in our faculty.
Paul Stevenson applies the knowledge received from his studies at the Columbia University to make an impact in the lives of those he tutors. As a Nationally Certified Professor, it is Paul’s mission to help every child gain knowledge, build confidence and discover success.
In the first example, it’s all about Paul. Your customer may be left wondering, “What’s in it for me?”
In the second example, each one of Paul’s accomplishments can be seen as a direct benefit to the customer.
What do you teach? Where do you teach? What areas do you serve?
Yes, this all seems very obvious, but getting it out there clearly can be difficult. When creating a website, we need to mindful of how customers find us. What keywords or phrases do they search for when looking for tutoring sessions? Using these same keywords and phrases on your website is one key to being found.
Search engines like Google regularly review websites and record findings in an index. This index helps categorize your site based on what’s written there. When someone searches for information, Google will refer to its index for the most relevant pages and then rank the results. The more relevant your website is to the search term(s), the more likely you will appear toward the top of that list.
We can help search engines make that match and rank higher on a search list by providing more relevant information on our website. Here’s a couple of examples found on a tutoring website homepage that would provide much different search result rankings when a potential customer is looking for math tutors in Boston:
We are focused on giving our time and expertise to help develop the next generation of children. We offer a wide variety of classes and workshops for any age or skill level. Our experienced staff will lead classes that are both comfortable and challenging for the student.
We are focused on giving our time and professional expertise to help develop the next generation of Boston students. We offer a wide variety of classes and workshops for any age or skill level. Our experienced staff will lead a private tutoring session that is both comfortable and challenging for the student.
We offer in-home tutoring sessions throughout the Greater Boston Area (Brookline, Cambridge and Somerville). Specialized classes (inquire for more details) or group classes are also offered at our downtown location.
In the first example, the description is far too broad. It doesn’t include the common keywords or phrases a student would use when searching for lessons. They did mention that they offer “classes,” but a customer is more likely to search for “tutoring session”. Using “classes” instead of “tutoring sessions” will probably result in fewer customers finding their site. They’ve also failed to provide specific locations.
In the “Better” option, “tutoring session” was used as often and as naturally as possible. There is also specific mention of the area this tutoring business serves. The “Better” option is far more likely to rank higher in search results for the terms “tutoring sessions” or “tutoring sessions in Boston”.
These same keywords should be used throughout your website! Work them in as naturally as possible (excessive unnatural use can hurt your search results).
- Think like your customers and include keywords and phrases they would use to find you on your website. List your business address on your website.
- Avoid general terms like tutors, and education. Be specific (calculus lessons, English tutors in Chicago, etc.).
- Mention the city or area that you serve.
Important Note: Changes to your website won’t have an immediate impact in your search ranking. It can take search engines, like Google, weeks if not months to realize the changes you’ve made to your website. Sometimes it takes a little patience!
How do I contact you?
Make it as easy as possible for an interested customer to contact you. Some options that might be helpful:
- Your phone number.
- Your email address.
- Provide a “Contact Us” form.
- Provide a “New Student Registration” form.
Even if your tutoring business is not currently accepting new students, it would still be beneficial to build a waiting list or a list for future marketing efforts.
A website can be a powerful tool for your business, and we’ve seen some amazing success to prove it. Building a website is a relatively easy and inexpensive way to help your school reach new students and provide information to current and potential customers. Are you ready to build your first website? Existing members of My School Books can log into their account and visit the “Website” menu. For non My School Books members, sign-up for your 30-day free trial and start building within a few seconds: https://www.myschoolbooks.com/join-free/
Check out The Tutor Pages for many other tutor resources: https://www.thetutorpages.com/