Before paying for a program, a parent has a list of questions in their head. They don’t say them out loud, but they’re all there.
If your page answers them, they move forward. If it leaves one hanging, that doubt grows until the family leaves, often without telling you why.
Here are the ten, with what each one expects to find.
1. Is it safe?
The first and the most important. Supervision, insurance, protocol if something happens. If it isn’t clear up top, nothing else matters.
2. Who looks after my child?
Who’s in charge, what experience they have, how many adults per group. A parent doesn’t send their child with “the organization.” They send them with people.
3. Where do they sleep and what do they eat?
Accommodation, meals, conditions. The everyday. A family pictures their child’s daily life, and needs to be able to.
4. What will they do each day?
The actual program. Not “unforgettable experience,” but what time it starts, which activities, how much class time and how much free time.
5. What do they actually learn?
The result. Language level, certification, what they take home. The parent pays for a change, not for a holiday.
6. How much does it cost and what’s included?
Clear price, and above all what’s in and what’s not. Hidden extras are the fastest way to lose a family that was already about to say yes.
7. What happens if something goes wrong?
Cancellation, changes, who you call from another country at three in the morning. Knowing there’s a safety net reassures more than any promise.
8. Who will my child be with?
Group profile: ages, nationalities, size. A parent wants to picture their child’s social setting, not just the academic one.
9. Is this proven?
Signs that others have gone and it went well. The agency’s experience, reviews, the fact that you’ve been doing this for years.
10. Who do I talk to if I have questions?
A person, not a silent form. Being able to ask and have a real human answer is often what closes the decision.
What this tells you
If your page answers these ten, the family has permission to say yes. If it leaves gaps, the family fills them with the worst they can imagine.
So before you publish, the question isn’t “does it look nice?” It’s “does it answer the ten?” A good program with a page that leaves questions hanging sells less than an ordinary one with a page that closes them all.