With the international student market increasing for U.S. colleges and universities each year, institutions find it more difficult to differentiate their programs from competitors. Most schools are unaware of how to attract students on the web, not realizing that copy writing geared for international students is an effective way to establish a program as different from–and better than–the others in the eyes of an international student or potential agency. Read on to learn more about how to use copy writing with the aim of attracting international students.


Copy writing for international students: how to attract students on the web

Quality web content should engage the student; the language should take into consideration the student’s level while also reminding the student (through the use of carefully selected vernacular and structures) that language courses are a necessity.

International education institutions should have the following:

A well constructed, easy-to-read website

Design and simplicity are key, especially in the case of web pages aimed at non-native speakers. Websites should be easy to navigate, provide stimulating visuals and videos, and clearly map the school’s programs, the application process, and student services.

A blog that breathes life into the school

Standard web pages provide the basic information necessary for the customer to make an informed decision on his or her academic future, but these pages lack the vivacity needed to attract and retain students. With a blog, the school provides a snapshot into the daily of life of students in their new city, in the classroom, and after school as they move into the workforce or university setting. Blogs provide:

  • An easy way to showcase school events
  • A format for highlighting student testimonials
  • An in-depth look into the staff members and their professional development and successes (proving the value of this education in the eyes of potential students)

Blogs additionally increase direct web traffic significantly: read Lastarria Media’s post 10 Reasons Why IEPs and International Student Offices Need Blogs.

Active social media posts to share blog posts and reflect the atmosphere of the school

Consumers know that websites, flyers, and brochures are carefully crafted marketing materials: in today’s market, potential clients look to social media such as Facebook for a more honest look into a company or school’s offerings. Active social media:

  • Provides a glimpse into the school in real-time
  • Gives potential students the visual content they need to make an informed decision on where to study
  • Captures the life of the school in a unique way
  • Recycles blog content. Make the most of your investment in a blog and be sure that all posts are shared on social media: aach post provides an opportunity to market the ideal student life and academic atmosphere to a potential student.


Suggested post content

When creating a blog aimed at attracting international students, consider the following:


Written content is of no worth if it is not read. Be sure that your webpage, blog, and all posts are highly optimized to receive the best ROI. Furthermore, to establish an online presence and a stable readership (while improving SEO), it is vital that posts are published on a regular basis.


Ultimately, all content should be centered on things students want to read! The content should always been reader-driven and focus on topics that are of use to the current or potential students. Choose writers who have worked closely with the international student sector (or have been international students themselves).


Content should always honestly portray the school, its programs, its staff and faculty, and student life. Additionally, content should not be veiled advertisements, but rather an opportunity to showcase programs and the school using a fresh approach.

An emphasis on education

The reader is either a potential student, agent, or current student; therefore, emphasis on the school’s ultimate goal–education–is key. Make sure to incorporate an aspect of learning into each post, so that each article is both informative and educational.

Potential for social media success

Will this post translate to an engaging Facebook, Twitter, or Instagram post? Consider the viability of each post on social media before approving content to be written: not all great content works on every platform.

Lastarria Media is a digital media marketing company specializing in the international education sector. For more information on how to utilize the web to increase enrollment, contact us.