Lykke EducationFrom clearer visibility to stronger admissions pipelines – trusted by schools across the UK
For years, Lykke Education has helped schools turn digital insight into meaningful growth. Our team works with independent schools who want a more focused, data-led digital approach.
Lykke Education
Our recommendations are grounded in real data: Google Analytics, search performance, campaign results, website behaviour, and parent journey touchpoints. We analyse everything manually, explain the insight clearly, and provide actions that your team can apply straight away. We use AI only where it supports accuracy or efficiency, never as a replacement for thinking, strategy, or experience. Evidence leads the work, supported by creativity and clear reasoning.
We help schools apply the findings that matter most. That includes improving SEO visibility, refining PPC strategy, strengthening website conversion, supporting open day communications, and shaping the full parent journey from awareness to application. Everything we deliver is designed to help your school stay visible, competitive, and connected to the families you want to reach.
Lykke Education supports independent schools that want to strengthen visibility, grow enquiries, and connect with families who are the right fit for their community. Our work is grounded in clear thinking, open communication, and a practical focus on what admissions and marketing teams need today and over the long term.
We bring broad experience across digital strategy, SEO, PPC, and website development, built on our roots at Lykke Digital. Our work with schools like Queen Elizabeth’s Hospital in Bristo, has proven how the right blend of strategy, content, and paid activity can raise visibility and improve conversion at every step of the parent journey. Lykke Education is growing fast, with an expanding portfolio of independent schools benefiting from our targeted, partnership-led model.
Our research reveals what drives family choice in your market so your leadership team can act with evidence, not guesswork.
Our team combines strategic insight with hands-on delivery. We focus on SEO, PPC, reporting, and website performance, but just as importantly, we work alongside your admissions and marketing teams to make sure activity reflects your tone, your values, and your community. The result is a steady, supportive partnership that helps your school meet its goals with confidence.
Our approach
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationOur team blends expertise in SEO, PPC, content strategy, website design, and digital communications for independent schools. With backgrounds in education marketing, technical SEO, UX design, journalism, and branding, we balance data-led insight with creative problem solving. We understand how parents search, compare, and make decisions, and apply that knowledge to every project. From full website builds to long-term enrolment marketing, we work collaboratively, communicate clearly, and deliver the technical precision schools need to grow visibility and admissions.
Paul leads client relationships and guides projects across school marketing. His work blends strategic thinking with hands-on delivery to keep schools supported and confident.
He brings wide experience from agency leadership, major marketing roles, and managing complex digital projects. Years of directing creative, technical, and data-led teams underpin his calm, reliable approach.
At Lykke Education, Paul oversees website design, development, and ongoing maintenance. He ensures every school receives responsive communication, thoughtful planning, and a dependable long-term partnership.
Tom leads SEO strategy, PPC performance, and technical development across all school projects. His work blends data-led thinking with creative problem solving, ensuring every campaign is tightly aligned to search intent, admissions priorities, and long-term visibility.
With a background in digital agencies and journalism, Tom brings a rare combination of analytical depth and clear communication. He has a particular focus on keyword strategy, technical audits, GA4 insights, and shaping content that supports both recruitment and retention.
Calm, considered, and methodical, Tom helps schools navigate complex digital challenges with confidence. His goal is simple: deliver measurable progress through thoughtful strategy, transparent reporting, and work that strengthens trust with every project.
Tamas leads all creative direction at Lykke Education, shaping the visual identity of every school project. With more than 20 years of experience across branding, digital design, and print, he specialises in turning complex ideas into clear, engaging visuals that feel both modern and meaningful.
His background spans education, lifestyle, and industrial sectors, giving him a broad perspective on how design influences perception and user experience. Whether developing a full website concept, refining a school’s brand identity, or creating supportive campaign assets, Tamas brings strategic intention to every detail.
Curious, collaborative, and highly organised, he is known for thoughtful design that connects people with a school’s values and personality. His work helps each school communicate clearly, build trust, and stand out with confidence.
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationAt MTM Consulting the support of our education clients is based on facts, expertise and experience. We use UK-wide demographic information and a combination of qualitative and quantitative research methods to acquire the exact data required to inform schools and education providers of the realities of their situation.
At MTM Consulting the support of our education clients is based on facts, expertise and experience. We use UK-wide demographic information and a combination of qualitative and quantitative research methods to acquire the exact data required to inform schools and education providers of the realities of their situation.
It is our great pleasure to see our education clients succeed. There can be no better business to be in than education, and MTM Consulting is a staunch supporter of parents’ right to choose the environment in which their children are taught – state or independent, small or large…
We maintain very strong relationships with our clients, many of whom we have worked with on a regular basis for decades. To see real examples of MTM Consulting projects, please read a selection of our case studies.
In the interests of sharing MTM’s expertise as widely as possible across the education sector, we are pleased to partner with like-minded organisations. From professional bodies to media and technology, MTM Consulting joins forces with partners who we know share our commitment to supporting the business of education.
Lykke EducationLykke Education helps independent schools strengthen visibility, increase enquiries, and build long-term digital resilience. Our services cover everything from SEO, PPC, and content strategy to website performance, parent engagement, and trust-wide digital planning. Each service is shaped around your school’s goals, your admissions priorities, and the families you want to reach. Explore our full range of solutions to see how we support growth across marketing, enrolment, and community communication.
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationLykke EducationWe’re passionate about education research and committed to delivering exceptional service for every client. Our case studies demonstrate how evidence-based insights help schools make confident, strategic decisions that lead to measurable success.
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationLykke EducationWe’re passionate about education research and committed to delivering exceptional service for every client. Our case studies demonstrate how evidence-based insights and personal collaboration help schools make confident, strategic decisions that lead to measurable success.
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationGet in touch with our friendly team to discuss your school’s digital goals. Whether you’re planning a new website, optimising admissions campaigns, or improving visibility, we’re here to help.
We’d love to hear from you. Fill in the form below to share what your school is working toward, and our team will be in touch to explore how Lykke Education can support your next steps.
Monarch House, Smyth Rd Bristol BS3 2BX
Call us today on
0117 463 1790
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke EducationMTM is the trading name of Education Market Research Solutions Ltd., the data controller. We are committed to preserving the privacy of all visitors to our website at www.mtmconsulting.co.uk. The following privacy policy is provided to inform you on how we use and protect the information that you provide to us through this website and any other interaction with us. By visiting, filling in an online form or chat session, or commissioning our services you consent to the collection, use and transfer of your information under the terms of this policy.
All personal data provided by will be held by MTM. Our head office address is: 483 Green Lanes, London, N13 4BS.
Our UK data protection registration number is ZA204985. Full details of our notified purposes can be viewed at the website of the Information Commissioner’s Office www.ico.org.uk.
When you visit use our site and use our online chat service, or complete one of our online forms, you may be asked to provide certain information about yourself, including your name and contact details.
The internet is not completely secure. We cannot guarantee the security of your personal data transmitted through our website or by email. Any transmission is at your own risk.
All personal data that you provide to us will only be processed following your explicit consent and always in line with the DPA 1998 and any other applicable data protection legislation.
Your information will enable us to provide you with access to all parts of our website and to supply the products or services you have requested. We may use your information to contact you for your views on our services and to notify you occasionally about important changes or developments to the website or our services. Furthermore where you have consented, we might also use your information to let you know by email, or post about the latest industry trends and other products and services which we offer that may be of interest to you. If you change your mind about being contacted in the future, please let us know.
Your personal data provided by you via our website will only be used by MTM.
With reference to the categories of personal data described in the definitions section, we process the following categories of your data:
With reference to the categories of personal data described in the definitions section, we process the following categories of your data:
Personal data (article 6 of GDPR)
Our lawful basis for processing your general personal data:
| Consent of the data subject: | Through contracting with Us: |
|---|---|
| Processing necessary for the performance of a contract with the data subject or to take steps to enter into a contract. | Market And Catchment Intelligence analysis, mystery shopping, focus groups, surveys and other such contracts. |
| Processing necessary for the purposes of the legitimate interests of the data controller or a third party, except where such interests are overridden by the interests or fundamental rights or freedoms of the data subject. | And to keep you up to date on the latest trends in education. |
Your personal data will be treated as strictly confidential, we only share it with sub-subcontractors of the completion of works. Your data is never sold.
We keep your personal data for no longer than reasonably necessary and we only retain your data for the following purposes and use the following criteria to determine how long to retain your personal data: the likelihood that interest in our products remains and in order to service repeat orders or complaints. Once we have completed work on your postcode data, it is aggregated into an anonymous data set.
You are under no statutory or contractual requirement or obligation to provide us with your personal data. But failure to do so will have the following consequences in our ability to deliver the services to the standard expected of us.
Unless subject to an exemption under the GDPR, you have the following rights with respect to your personal data:
Data may be transferred outside the EEA, where Our subcontractors or Servers are located. However, we select our contractors and service providers very carefully, and a have deletion contracts in place to ensure that data remains in our care.
We do not use any form of automated decision making in our business.
If we wish to use your personal data for a new purpose, not covered by this Data Privacy Notice, then we will provide you with a new notice explaining this new use prior to commencing the processing and setting out the relevant purposes and processing conditions.
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You are entitled to see the information held about you and you may ask us to make any necessary changes to ensure that it is accurate and kept up to date. If you wish to do this, please contact us either in writing at our head office address or by email at office@mtmconsulting.co.uk.
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All comments, queries and requests relating to our use of your information are welcomed and should be addressed to office@mtmconsulting.co.uk.
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MTM Consulting, 483 Green Lanes, London, N13 4BS
Tel: 01502 722787
To exercise all relevant rights, queries or complaints please in the first instance contact our Data Representative on office@mtmconsulting.co.uk.
If this does not resolve your complaint to your satisfaction, you have the right to lodge a complaint with the Information Commissioners Office on 03031231113 or via email https://ico.org.uk/global/contact-us/email/ or at the Information Commissioner’s Office, Wycliffe House, Water Lane, Wilmslow, Cheshire, SK9 5AF, England.
MTM is a brand of Education Market Research Solutions Ltd.
© Education Market Research Solutions Limited, 2025. Company no: 9582236. VAT no: GB213752429
Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
Lykke Education
15%
growth identified in previously untapped catchment areas
Schools often ask whether AI can help produce website content, blogs, prospectus copy or digital materials more efficiently. The truth is that AI is useful only when guided by specialist strategy, careful prompts and deep sector experience. At Lykke Education, we use AI to support content creation for schools, not replace the expertise required for high quality SEO and authentic school storytelling.
Lykke Education has spent years writing for independent schools, academies and trusts. We combine sector knowledge with advanced SEO techniques to produce high performing content that reflects each school’s individuality. Every AI supported draft is shaped, corrected and optimised by our human specialists. Our experience ensures accuracy, tone and compliance on every project
When AI tools first emerged within the marketing world, many agencies rushed to use them as shortcuts. At Lykke Education, we took the opposite approach. School communications are sensitive and require accuracy, emotional intelligence and local understanding. That meant we needed to test AI carefully before allowing it anywhere near real school projects.
Our first experiments focused on small, low risk internal tasks. We tried AI for headline variations, phrasing ideas and structural prompts. Nothing client facing, nothing published and nothing that could risk a school’s tone of voice, trust or regulatory accuracy.
It quickly became clear that AI brought clear advantages. It allowed us to generate multiple approaches to a topic in seconds, which helped speed up early ideation. It also handled repetitive tasks well, such as summarising long documents or reformatting content for accessibility. This freed our human copywriters to spend more time researching audience needs, analysing competing independent schools and optimising pages for search intent.
But limitations appeared just as quickly. AI often misunderstood nuance. It could write confidently but be wrong. It occasionally created content that felt generic or too American in tone, which is unsuitable for UK schools who rely heavily on authenticity and trust. Independent school parents recognise overly polished or formulaic language immediately. They expect a warm, human, credible style. AI could not deliver that alone.
Most importantly, AI struggled with context. Schools operate within strict regulatory frameworks, local expectations and distinct cultures. Without careful guidance, AI could produce content that contradicted Ofsted wording, misrepresented safeguarding expectations or relied on outdated practices in school marketing.
These early tests helped us build a set of rules that guide everything we do today. AI could help, but only under strict supervision and always with human expertise making final decisions. The goal was never efficiency at the expense of trust.
Once we understood where AI performed well and where it failed, we needed a process that allowed us to use it safely within school marketing projects. Schools rely on accuracy, clarity and tone consistency more than almost any other sector. Content must work for prospective families, current parents, academic staff and governance audiences simultaneously.
To protect this standard, we kept ownership of all strategic tasks firmly with human specialists. Keyword research, message development, persona work, competitor review and search intent mapping remained entirely manual. These tasks rely too heavily on judgement and educational insight.
AI, in contrast, was used only for early stage drafts, outline suggestions and alternative phrasings. The real craft remained with our writers and SEO team.
We also established strict guardrails to avoid the risks of AI hallucinations or misinterpretation. These include:
This framework ensures that AI never defines the work. It only assists. Schools receive content that feels carefully crafted, accurate, contextual and genuinely reflective of their character.
An example shows this clearly. If a school needs a long form article about transition to secondary school, AI might generate a rough outline. Our specialist then rewrites the structure to reflect the school’s values, adds search intent targets, integrates keywords such as transition support for independent schools and adjusts tone for parents who want reassurance and clarity. Only then does the drafting process begin.
The result is a workflow where AI saves time, but human expertise ensures success.
Once our process matured, AI moved from controlled trials to a consistent presence within our workflow. Still, every school project begins with a brief written by our human specialists. No exceptions.
Our team plans keyword clusters, clarifies the school’s positioning and identifies where content must influence admissions, retention or community engagement. Only after this manual foundation is set do we introduce AI to generate early structural ideas or first draft segments.
Every AI generated line then passes through human refinement. Our editors assess tone, factual accuracy, readability and emotional weight. Schools need content that feels warm, confident and supportive. AI alone cannot achieve this.
This is where the oversight stage becomes essential. We refine everything through:
Directors at Lykke Education regularly summarise this approach for our clients. Paul explains it simply: “AI saves time, but it cannot replace the sector knowledge that allows us to write confidently for independent schools or trusts. Strategy must always come from humans.” Tom adds: “Schools trust us because the work is never automated. AI helps us move faster, but every final piece is crafted and validated by our team.”
Over time, we have also trained our AI tools to reflect the nuances of individual school voices. Some prefer formal, heritage inspired language. Others want a warm tone for early years parents. Some independent schools need content that supports international audiences. These elements can be captured in prompt libraries, which means every AI assisted outline begins closer to the target voice. Human editors then bring the final quality.
This is how we integrate AI responsibly across large content programmes, website rebuilds, prospectus campaigns, landing page optimisation and regular blog cycles for schools.
Schools benefit most when speed and quality work together. AI allows us to accelerate early drafting, which reduces turnaround times without reducing accuracy.
For independent schools, this is particularly valuable during peak admissions windows, where content needs to be delivered quickly but with exceptional quality control.
Three clear benefits have emerged.
1. Faster production
AI helps us move from idea to first draft quickly. This allows more time for interviews with school staff, competitor research, SEO mapping and refinement. For multi page website builds, this efficiency is crucial.
2. Greater consistency across large sites
Independent school websites are large and diverse, often containing more than one hundred pages. AI assisted drafting helps maintain a consistent baseline, while human editors ensure every page reflects the school’s identity.
3. More strategic attention
Because AI automates early drafting, our specialists can invest more time in the work that drives real results for schools. This includes navigation planning, on page optimisation, tone alignment, metadata, and content structures that serve both prospective parents and current families.
Schools notice this balance immediately. Faster delivery, clearer messaging, higher search rankings and more confident storytelling are consistent outcomes when AI is used alongside expert oversight.
Education content is uniquely sensitive. AI cannot manage this complexity alone.
Independent schools need accuracy around:
AI frequently misinterprets or simplifies these elements, which can create reputational risks. It might describe safeguarding incorrectly, mislabel curriculum stages, or generalise pastoral practices in a way that does not match the school’s actual approach. Without human intervention, this can lead to misleading or inaccurate content.
AI also cannot understand the emotional dynamics of prospective parents. Tone matters. Schools need warmth, reassurance, clarity and confidence. They need content that feels lived in, not generic.
Another risk is search intent. AI may produce clean copy, but it rarely understands why a user is searching or what an independent school must communicate to convert interest into enquiries. SEO for schools requires specialist judgement and deep understanding of parent priorities.
This confirms our long held view. AI can support content creation, but only human expertise creates content that drives outcomes and reflects a school’s real voice.
Our journey with AI has always been intentional. We tested first, built safeguards second, integrated carefully and now use AI confidently under strict human supervision.
This balanced model allows schools to benefit from innovation without losing the trust, quality or authenticity required in education communications.
Paul summarises our approach clearly: “AI must never lead. Human expertise must always guide, correct and refine it. That is how we ensure schools receive content that is both efficient and exceptional.”
Tom adds: “Schools deserve accuracy, personality and strategic clarity. AI is helpful, but it cannot deliver those qualities alone. That is why our process works.”
As AI continues to evolve, we will refine our methods. What will never change is our commitment to human led SEO strategy, sector insight and editorial judgement.
Schools work with us not because we use AI, but because we use it responsibly with expertise that protects quality and supports long term results.
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Lykke Education is a trading name of Lykke Digital Services Limited.
© Lykke Digital Services Limited, 2025. Company no: 14923977. VAT no: 495086845
