There’s a problem with most school blogs—and it’s not that they don’t post often enough.

Classical schools pour time and care into their writing. Teachers and administrators craft thoughtful reflections, unpack educational philosophy, and highlight community life. But despite all this effort, most school blogs fall flat when it comes to one crucial metric:

Conversions.

If your blog isn’t helping with inquiries, applications, or donations, then it’s not doing its job. This doesn’t mean ditching the blog altogether—it means realigning it to serve your mission strategically.

Let’s explore why your school blog probably isn’t working—and exactly how to fix it.

What Most School Blogs Get Wrong

The most common issue? You’re writing for yourself instead of your future families.

That event recap about last week’s poetry recital? It might matter to your current parents—but it’s invisible to prospective ones. That 1,200-word post on Aristotle’s influence on your curriculum? It’s intellectually rich, but it’s not answering the question every visitor is silently asking:

Is this school the right fit for my child?

Most school blogs lack a clear strategy. Posts are sporadic, unfocused, and often created out of obligation (“we haven’t posted in a while…”). Without intentional direction, even beautifully written content gets lost in the noise.

Shift From Diary to Strategy

To make your school blog work, you need to stop thinking like a school and start thinking like a media brand. Every blog post should have a clear purpose tied to enrollment, retention, or giving. That means asking:

• Who is this post for?
• What do we want them to do after reading it?
• What keywords or questions might they be searching?

In short, you need a school blog strategy that’s more than a content calendar. It’s about solving problems for your audience and aligning your posts to the customer journey—from stranger to inquirer to applicant to advocate.

Start With Search Intent

Most families don’t start their private school journey by Googling your school’s name. They search for answers:

• “Best schools for classical education near me”
• “What is a classical Christian education?”
• “Private school vs public school pros and cons”

Blog posts that match this kind of intent can rank in search results and bring new families to your site. But that only happens if you’re writing with SEO in mind—using keywords naturally, answering real questions, and formatting posts for scannability (think short paragraphs, subheads, and bullet lists).

If you’re not sure why your blog isn’t gaining traction, you’ll want to start with this breakdown of the #1 reason school blogs fail. It’s not effort—it’s misalignment. And it’s fixable.

Tell Stories That Sell—Without Feeling Salesy

Here’s the good news: you don’t need to write clickbait. You just need to tell the right stories in the right way.

Instead of recapping your fundraiser, write a post that shows the impact of the funds raised—through the lens of one student’s story. Instead of announcing a new curriculum initiative, explain why you made the shift and how it benefits real families.

Think about the emotional stakes of your prospective families. What do they fear? Hope for? Struggle to understand?

The best school blog posts meet readers in that place—and invite them into a story of transformation, not just information.

Structure Posts to Convert

Writing the post is only half the job. You also need to design it to move people toward action.

Here’s a framework we use:

• Headline that promises a benefit – This is what gets people to click.
• Hook that addresses the reader’s pain or curiosity – You have 3 seconds to earn their attention.
• Helpful, structured content – Use subheads, bold text, and lists to guide the reader.
• Clear call to action – “Download our parent guide,” “Schedule a tour,” “Explore our philosophy.”

Without a call to action, your blog is just digital wandering. Give readers a next step and make it frictionless.

Build an Evergreen Library (Not a News Feed)

Most school blogs read like a time capsule—event reminders, trip recaps, and outdated announcements. Instead, aim to build a living library of evergreen content that stays relevant year-round.

Examples:

• “How to Evaluate a Classical School”
• “3 Things We Wish Every New Parent Knew”
• “The Surprising Academic Benefits of Latin”

Evergreen posts serve you over and over. They can be reshared, repurposed, and reused in email sequences, social posts, and lead magnets.

If you want a bigger-picture view of how this works, check out our full strategy for classical school blog growth. It lays out how to turn a dusty blog into a lead-generating asset.

Know What to Track (And What to Ignore)

Not all metrics matter. Pageviews feel good, but they don’t pay the bills. Here’s what you should actually care about:

• Time on page – Are people reading your content or bouncing?
• Click-throughs – Are readers taking the next step?
• Form completions – Are they scheduling tours, downloading PDFs, or subscribing?

Tools like Google Analytics and Hotjar can show you what’s working and what’s dead weight. Use that data to double down on what converts.

Make It Someone’s Job

This is where most school blog strategies die—at the execution level. If blogging is “everyone’s responsibility,” it will end up as no one’s priority.

Assign a point person. Give them real time and authority. Equip them with templates, voice guides, and a clear content calendar.

And if no one on your team has the time or capacity, outsource it. Strategy-driven blog writing is one of the most efficient ways to attract ideal-fit families and donors on autopilot.

Your Blog Should Be Your Strongest Salesperson

A well-executed blog builds trust, answers questions, and inspires action—24/7, without a salary. But that only happens if it’s built with intention.

Don’t let your blog be an afterthought. Build a strategy, focus on value, and write like your school depends on it—because in this market, it just might.

And remember: one great post is better than ten forgettable ones. Start there. Then build.