Enrollment in language schools is in full swing. People planning to start learning from the new semester are comparing offers from different institutions. See what they’ll be paying the most attention to – you still have time to implement key changes!
What will you find in this article?
- Website
- School reviews
- Price
- Location
- Teaching method
- Offer
- Summary – elements that determine the choice of a language school
1. Website
Today, it’s not just about whether a school has a website, but about how that website looks and functions. It must be intuitive, up-to-date, mobile-friendly, contain contact information or registration forms, and even provide access to a platform for students. In the vast majority of cases, the first contact that potential students have with your school will take place online. Therefore, make sure you know how to create a good website.
Here’s what you should focus on.
- SEO: this makes it easier for your school to be found online.
- Attractive and consistent graphics: the appearance of the site should align with the image of your school.
- Clarity of information: contact details, pricing, location, and available courses must be visible at first glance.
- Benefit-oriented language: don’t just focus on the features of the offer, but on what the student will gain (e.g., greater confidence in speaking, better career prospects).
2. School reviews
Nowadays, students often check reviews even before visiting the school’s website. They check social media, look for case studies, read reviews on Google, and observe the school’s responses to negative comments—all of which contribute to the brand’s credibility.
Remember that trust in your school largely relies on recommendations from other students. Therefore, always prioritize their satisfaction, even if it sometimes requires more effort or results in lower profits.
Pay particular attention to two aspects:
- Collect feedback: on social media, in your Google listing, on forums, or through surveys after the course ends. It’s also worthwhile to gather them in the form of case studies and success stories from students.
- Regularly conduct satisfaction surveys: to respond promptly to students’ needs and improve service quality. This way, you know what works well and what needs improvement.
If you are interested in a more systematic approach, check out our articles:
✔︎ how to use surveys in language schools?
✔︎ NPS: how to survey customer satisfaction with a single indicator?
3. Price
The cost of a course is undoubtedly one of the most important factors considered by those choosing a language school. However, competing solely on price is a dead-end road.
Instead, focus on three key elements.
- Transparent pricing: students want to know exactly what is included in the course and whether there are any hidden costs.
- Flexible payment options: the ability to pay in installments or through quick online payments increases the accessibility of the offer.
- Value and relevance: students are increasingly looking at the quality-to-price ratio. A higher price will not deter students if they see real benefits in it (better materials, a modern online platform, flexible scheduling options, experienced native speakers).
Important!
In life, we prefer to spend more money on better coffee or go to a more expensive but proven specialist who will actually solve our problem – clients approach choosing a language school the same way.
4. Location
Even though online learning is becoming more popular, the location of the school is still important for many students.
- Courses often take place right after work hours when traffic in the city is at its worst, and everyone wants to get home smoothly after classes. Convenient and quick access is therefore a necessary condition.
- When choosing a school location, remember that it’s not just about the city center. In larger cities, residents of two or three districts on the outskirts can provide a sufficiently large base for running a school.
- Additionally, bright, well-equipped classrooms and a friendly atmosphere help from the first visit. In such places, students often stay for additional courses not only for learning but also for the relationships they have built there.
5. Teaching method
Methods that were popular even 10 years ago are giving way to modern solutions. Students are increasingly paying attention to innovative and effective ways of learning, not just the traditional „drilling” of a textbook.
It is worth showcasing in your offer that there is a unique idea for classes, such as elements of language games, micro-learning, gamification, or daily conversations with a native speaker. If you do not inform on your website about how you specifically teach, you are losing a lot – an interestingly described method can convince many undecided students and be your competitive advantage.
Remember also that for many people, an individual approach matters. The ability to tailor the pace and program to the needs of the student can be just as important as the price.
Certificates testify to professionalism, but today for many, the quality of the user experience and success proofs (e.g., passed exams, student development paths, case studies) are more important.
6. Offer
The offer should be extensive enough to reach different groups and levels of advancement, yet specific enough for students to immediately see if they will find something for themselves. A good solution is also providing support from a methodologist, who can advise on choosing the right learning path if needed.
It’s important to cater to various levels (from beginners to advanced) and specializations: business language, legal language, preparation for state exams, or intensive courses before traveling abroad.
A variety of classes (in-person, online, individual, group, weekend) allows for even better adaptation to the needs of students. Increasingly, they also value the possibility of program personalization and an individual approach: flexibility in tailoring the program to specific needs (e.g., traveling abroad, work challenges) and class hours allows for faster achievement of specific goals.
Summary – elements that determine the choice of a language school
Students examine various aspects – from the first impression (such as the website or service in the front office), through reviews, price, to location, teaching method, and offerings. It is worth looking at these six areas and checking which of them require improvements. The more of these factors you refine, the greater the chance that students will choose your school.
If you want to influence students’ decisions and make them choose your school, take care of your marketing today! Download the free ebook: Independent Audit of Language School Marketing!
