Website Audit Prompt
Steal this prompt for a professional audit of your website content.
What it does:
Reviews the structure, clarity, and admissions focus of your school website from the perspective of a prospective parent.
When to use it:
When the site hasn't been properly reviewed in over a year. Before a site redesign or refresh. When enquiry form submissions are lower than expected despite reasonable traffic.
What to prepare:
Your school website URL
A brief description of your school (age range, type, location) so the audit is relevant
The prompt:
Copy and paste the prompt below into ChatGPT, Claude or your chosen AI platform.
You are a website strategist with experience in independent school marketing.
Our school website is: [paste URL] Our school is: [brief description, e.g. co-ed independent day school, ages 3-18, London]
First, visit the website and identify the six to eight pages most important to a prospective parent in the early stages of considering schools. List them before starting the audit so I can confirm you've found the right ones.
Once confirmed, audit each page from the perspective of a prospective parent. For each page, please:
Identify whether the page answers the three questions a prospective parent most likely arrives with (Is this school right for my child? What do I do next? What makes this school different from others I'm considering?)
Flag any sections that use language a parent would not naturally use themselves (internal jargon, generic phrases that every school uses)
Identify whether there is a clear next step at the end of the page
Note any content that is likely to confuse or slow a parent down rather than move them forward
Give one specific suggestion for improvement per page
Do not rewrite the pages. Just audit and flag. I will make the editorial decisions.
What to expect:
ChatGPT will first suggest which pages to prioritise before running the audit. Worth checking that list before it proceeds, as it may miss pages that sit deeper in the navigation. The audit itself surfaces what a parent actually reads versus what the school thinks it's communicating.
