Digital marketing and website strategy for independent schools

From 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.

Home / Blog / How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

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Helping schools grow with clarity and confidence

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.

Education-focused digital expertise

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

Acts as an extension of your in-house team
Strategies shaped around your school’s goals and priorities
Clear communication at every stage of the project
Transparent reporting that explains both progress and reasoning
Practical, measurable outcomes that support long term visibility
Admissions and marketing activity working in sync
Focus on work that strengthens long term visibility
Friendly, open partnership that is easy for staff to work with

Home / Blog / How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

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Meet The Team

Our 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 Hargest

Director and Founder

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 Wills

Director and Founder

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 Fesus

Head of Design

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.

Chayan Bhattacharjee

Head of Development

Chayan Bhattacharjee leads development at Lykke Education, bringing more than 14 years of experience in front-end engineering, UI development, and CMS architecture. With a background in multimedia and a strong blend of creative and technical expertise, he specialises in building fast, responsive, and user-centred websites. Chayan has delivered complex digital projects across sectors, turning detailed requirements into clean, scalable solutions. As an experienced project lead, he oversees workflows, ensures technical quality, and collaborates closely with designers and strategists to deliver reliable, high-performing school websites.

Their understanding of the education sector and their results-driven approach made them the ideal partner. Together, we can help schools navigate demographic shifts, meet their recruitment goals, and communicate their strengths more effectively.

James Leggett, Managing Director at MTM Consulting
Lykke has become an important part of how we reach new families. Their support has helped us promote the best of what we offer and has made a measurable difference to the interest we see each term.

Rupert Heathcote, Head of QEH
Working with Lykke has improved how families find and engage with us. The uplift in enquiries and event attendance shows how much of a difference the right digital strategy can make

James Breeze, Head of Marketing at QEH

Home / Blog / How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

Evidence-based, specialist decision-making

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.

Insight, analysis and recommendations for success

Supporting education to see our clients succeed

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…

Long-standing relationships with education clients

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.

About our partners

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.

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Our Services

Lykke 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.

Why choose MTM?

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Home / Case Studies

Case Studies

We’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.

Their understanding of the education sector and their results-driven approach made them the ideal partner. Together, we can help schools navigate demographic shifts, meet their recruitment goals, and communicate their strengths more effectively.

James Leggett, Managing Director at MTM Consulting
Lykke has become an important part of how we reach new families. Their support has helped us promote the best of what we offer and has made a measurable difference to the interest we see each term.

Rupert Heathcote, Head of QEH
Working with Lykke has improved how families find and engage with us. The uplift in enquiries and event attendance shows how much of a difference the right digital strategy can make

James Breeze, Head of Marketing at QEH

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Home / Blog / How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

Blogs

We’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.

10% growth potential in the school’s market share, focused on 3 main areas
How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise
READ FULL ARTICLE
10% growth potential in the school’s market share, focused on 3 main areas
How to Build an Independent School Website That Engages and Converts
READ FULL ARTICLE
10% growth potential in the school’s market share, focused on 3 main areas
Why Paid Search is the Secret to Successful Open Day Sign-Ups for Independent Schools
READ FULL ARTICLE
10% growth potential in the school’s market share, focused on 3 main areas
WordPress And Security_ What Independent Schools Need To Know After The OBR Leak
READ FULL ARTICLE

Their understanding of the education sector and their results-driven approach made them the ideal partner. Together, we can help schools navigate demographic shifts, meet their recruitment goals, and communicate their strengths more effectively.

James Leggett, Managing Director at MTM Consulting
Lykke has become an important part of how we reach new families. Their support has helped us promote the best of what we offer and has made a measurable difference to the interest we see each term.

Rupert Heathcote, Head of QEH
Working with Lykke has improved how families find and engage with us. The uplift in enquiries and event attendance shows how much of a difference the right digital strategy can make

James Breeze, Head of Marketing at QEH

Back to Homepage

Home / Blog / How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

Home / Blog / How Lykke Education...

How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

What this article covers

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.

Why You Can Trust Us

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

The Early Days: Careful Testing Before Using AI for School Content

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.

Developing a Workflow That Protects Quality for Schools

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:

A mandatory briefing stage defining the audience, page purpose, tone, keywords and compliance requirements.
A library of client approved prompts to reduce stylistic inconsistency.
A fact checking checklist that requires every claim to be verified manually.
A red flag list for education content, including safeguarding, curriculum references, inspection language and policy statements.
A structured workflow for internal linking and SEO alignment so AI output never exists in isolation.

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.

Full Integration With Human Oversight

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:

Sector specific tone adaptation
Safeguarding sensitivity checks
Curriculum accuracy checks
SEO optimisation
Technical clarity
Brand alignment
Internal linking
Evidence and examples
Final human sign off

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.

Benefits for Schools and Trusts

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.

Why AI Alone Will Never Work for Schools

Education content is uniquely sensitive. AI cannot manage this complexity alone.

Independent schools need accuracy around:

safeguarding
curriculum frameworks
inspection language
admissions processes
pastoral care
wellbeing
co curricular offering
boarding provision
academic terminology
regulatory compliance

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.

Striking the Right Balance

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.

Their understanding of the education sector and their results-driven approach made them the ideal partner. Together, we can help schools navigate demographic shifts, meet their recruitment goals, and communicate their strengths more effectively.

James Leggett, Managing Director at MTM Consulting
Lykke has become an important part of how we reach new families. Their support has helped us promote the best of what we offer and has made a measurable difference to the interest we see each term.

Rupert Heathcote, Head of QEH
Working with Lykke has improved how families find and engage with us. The uplift in enquiries and event attendance shows how much of a difference the right digital strategy can make

James Breeze, Head of Marketing at QEH

10% growth potential in the school’s market share, focused on 3 main areas
How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise
READ FULL ARTICLE
10% growth potential in the school’s market share, focused on 3 main areas
How to Build an Independent School Website That Engages and Converts
READ FULL ARTICLE
10% growth potential in the school’s market share, focused on 3 main areas
Why Paid Search is the Secret to Successful Open Day Sign-Ups for Independent Schools
READ FULL ARTICLE

Stay ahead with the latest in education

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Contact Us

Get 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.

Send us a Message

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.

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Privacy Policy

MTM 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.

Information that we may collect from you

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.

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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.

Disclosure of your information & marketing

Your personal data provided by you via our website will only be used by MTM.

The categories of personal data concerned

With reference to the categories of personal data described in the definitions section, we process the following categories of your data:

Personal data such as names, email addresses and positions in the company, alongside other information.
We may also have your pupil postcode data, form number, pupil role and other such data, where it has been provided.
We have obtained your personal data from such as names, company positions and email addresses and which are obtained by

The categories of personal data concerned

With reference to the categories of personal data described in the definitions section, we process the following categories of your data:

Personal data such as names, email addresses and positions in the company, alongside other information.
We may also have your pupil postcode data, form number, pupil role and other such data, where it has been provided.
We have obtained your personal data from such as names, company positions and email addresses and which are obtained by accessing publicly available data

What is our legal basis for processing your personal 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.

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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.

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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.

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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.

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Unless subject to an exemption under the GDPR, you have the following rights with respect to your personal data:

The right to request a copy of the personal data which we hold about you;
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The right, where there is a dispute in relation to the accuracy or processing of your personal data, to request a restriction is placed on further processing;
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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.

Automated Decision Making

We do not use any form of automated decision making in our business.

Further processing

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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Digital marketing and website strategy for independent schools

Evidence and Insight

Turning Insight into Action

Helping schools grow with clarity and confidence

Education-focused digital expertise

Meet the Lykke Team

Meet The Team

Paul Hargest

Tom Wills

Tamas Fesus

Chayan Bhattacharjee

James Leggett, Managing Director at MTM Consulting

Rupert Heathcote, Head of QEH

James Breeze, Head of Marketing at QEH

About Us

Evidence-based, specialist decision-making

Insight, analysis and recommendations for success

Supporting education to see our clients succeed

Long-standing relationships with education clients

About our partners

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Our Services

Regional Growth

Admissions Acceleration

Parent Confidence & Retention

National & International Reach

Digital Resilience

Trust-Wide Visibility

Why choose MTM?

Case Studies

QEH School, Bristol

Futurum: Strengthening Global Education

Lykke & MTM Partnership

James Leggett, Managing Director at MTM Consulting

Rupert Heathcote, Head of QEH

James Breeze, Head of Marketing at QEH

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Blogs

How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

How to Build an Independent School Website That Engages and Converts

Why Paid Search is the Secret to Successful Open Day Sign-Ups for Independent Schools

WordPress And Security_ What Independent Schools Need To Know After The OBR Leak

James Leggett, Managing Director at MTM Consulting

Rupert Heathcote, Head of QEH

James Breeze, Head of Marketing at QEH

Back to Homepage

How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

What this article covers

Why You Can Trust Us

The Early Days: Careful Testing Before Using AI for School Content

Developing a Workflow That Protects Quality for Schools

Full Integration With Human Oversight

Benefits for Schools and Trusts

Why AI Alone Will Never Work for Schools

Striking the Right Balance

James Leggett, Managing Director at MTM Consulting

Rupert Heathcote, Head of QEH

James Breeze, Head of Marketing at QEH

How Lykke Education Uses AI in School Copywriting Without Losing Human Expertise

How to Build an Independent School Website That Engages and Converts

Why Paid Search is the Secret to Successful Open Day Sign-Ups for Independent Schools

Stay ahead with the latest in education

Back to Homepage

Contact Us

Send us a Message

Head Office

Privacy Policy

Information that we may collect from you

Use of your information

Disclosure of your information & marketing

The categories of personal data concerned

The categories of personal data concerned

What is our legal basis for processing your personal data?

Sharing your personal data

How long do we keep your personal data?

Providing us with your personal data

Your rights and your personal data

Transfer of Data Abroad

Automated Decision Making

Further processing