Strathallan School

Shaking up independent school marketing with a fresh new approach to web copy.
Tone of voice + web copy

The client

Strathallan School is an independent, co-educational boarding school based in rural Perthshire. An old institution with a modern approach to education, their focus is on bringing out the best in every pupil, wherever their talents lie.

The brief

Working in collaboration with the Edinburgh-based digital agency Primate, Strathallan wanted to reinvent the way independent schools do marketing. In a sector behind the digital curve, their aim was to lead the pack with their new website.

The plan was to create a personalised digital experience to delight their prospects and encourage exploration. This was alongside practical considerations like improving user journeys, creating a better mobile experience and streamlining brand identity.

I developed web copy to complement this bold new approach.

The copy

Moving away from the traditional and stuffy towards a fresh, editorial style for Strathallan’s website meant a total overhaul of their tone of voice and messaging.

The new web copy needed to be personal, specific and approachable to align with the School’s new strategy.

Young people are increasingly involved in choosing where they go to school, particularly at the online research stage. It was important for Strathallan’s web copy to resonate with this audience and show that the School understands their needs.

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