Having recently spent quite a bit of time reviewing websites of many independent private schools I was struck by the commonality of the messages they were espousing. There is much talk about catering to the individual, encouraging them to be the best (or at least reach their potential) and to have a life outside of the classroom. Yes, all very nice, but the language used is so formal that it lends itself to being simply adopted as a slogan that is repeated again and again. In effect it becomes more salespeak and less of a philosophy. So it was a very pleasant and more engaging experience when I stumbled across a prestigious English private school site that broke the mould. I’ve included below a screen shot of their admissions page which includes a small description of the school and their philosophy. I could actually imagine these words coming out of someone’s mouth, a key factor in lending itself greater credibility and authenticity. It reminds me that when you’re writing for the web don’t be afraid to write things from the heart, it can make all the difference.