Higher Education Copywriting: For Universities, Business Schools, Distance Learning Providers, and Education Companies

At Brand New Copy, we specialise in writing for the higher education sector. From content strategy to course descriptions, we can handle your written communications and help you recruit students.

What Makes Good Higher Education Copywriting?

‘Good higher education copywriting needs to be persuasive. Often, you find that educators are good at informing. They’re good at presenting information, but sometimes they really struggle with selling the product or service. Where an education copywriter really helps is that they add those persuasive elements into the text. A lot of universities offer similar courses, so there’s a real need to bring out the benefits and the unique selling points.’

Jamie Thomson, Brand New Copy

How Our Higher Education Copywriting Can Help You


With shifting global demographics, increasing access to education, and an increasing focus on student experience, competition to recruit students is fierce. Copywriting  provides higher education institutions with the opportunity to stand out in the industry. A clear value proposition and consistent messaging across all marketing materials can help recruit students. When we consider that 16.1% of students now see a university’s brand as one of the most important factors when choosing where to study, it’s clear that written communication is playing an ever-increasing role in higher education marketing.


You need a higher education copywriter who knows how to handle your written communications in a way that reflects your institution’s tone of voice and brand guidelines. Producing quality content in-house can be time consuming, and labour-intensive. As your dedicated writing partner, we can break down complicated ideas using simple, straightforward language. Whether you need prospectus copy, course descriptions, or editorial copy, we have the skills and experience to deliver your messages in an engaging, digestible way.


Unlike other agencies, we focus solely on the words. We’ll put the time into researching your target audience and your competitors, so we can position your offerings effectively.

What Our Higher Education Clients Have Said...

‘I’d highly recommend Jamie to anyone looking to hire a copywriter. His creativity and attention to detail is second to none. He knows how to engage readers and deliver messages in a clear, entertaining way.’

Woody Webster, Co-Founder of BYT Education Centres and TimeCruncher


‘Jamie Thomson is able to deliver both quality and quantity. When it came to populating a national careers site with 700+ career profiles offering genuine guidance to young people, he was a lifesaver. He’s a freelancer in a cape. Plotr.co.uk will be sure to shine the bat signal in his direction in future.’

Magda Knight, Online Editor at Plotr Careers


‘For the past year, Jamie has been helping us develop video scripts as part of the My Trading Skills platform. We’ve been thoroughly impressed with his ability to take complex information and make it simple and easy to understand. He has really helped establish the tone of voice for our course materials. His attention to detail and commitment to delivering copy on time is second to none.’

Philip Konchar, My Trading Skills

Here Are the Services We Can Provide…


As higher education copywriters, we’re able to write in a range of different styles from journalistic to academic. Our education copywriting services include:


  • Course content, overviews and summaries
  • Promotional marketing material, including brochures, press releases etc.
  • Video scripts for explainer videos or course content
  • Website copy for your services and sales pages
  • Prospectus writing, editing, and proofreading


We’ll ensure that your copy reflects your institution’s tone and style. We can help craft your key messages in a consistent way across all your marketing materials. We also offer SEO-focused content marketing, so if you’re looking to improve your search presence and rank higher for your course pages, we have you covered. We can provide SEO audits and technical recommendations as well as ongoing content marketing.

Our copywriting services have been used by a range of clients in the education sector, including the University of Aberdeen, BYT Education Centres and InnoEnergy’s Master’s School.  

189 prospectus pages written for the University of Aberdeen + 6 printed booklets

We were asked by the University of Aberdeen to write and proofread the online prospectus copy for their Life Sciences and Medicine and Arts department. Some of the website copy was then used as the basis for 6 printed booklets for taught postgraduate courses.

92 Degree Programme Pages Edited, An Advertorial, and Corporate Flyer Written for InnoEnergy Europe

Working from a detailed copy deck, we proofread and edited more than 40,000 words of KIC’s Master Education programmes. The resulting edits were uploaded to their website and the copy is used as part of their online prospectus.

47 Course Modules Written for My Trading Skills Educational Platform

Over the course of one year, we worked with financial trading platform My Trading Skills. We were responsible for writing 47 voiceover scripts for the platform’s educational course content. The client was delighted with our work and the course is now live.

40 Career Profiles Written for Student Careers Website Plotr

We were by Plotr to create a series of career profiles to help young people in the UK make informed choices about their future career paths. Working from a copy deck, we wrote 40 detailed career profiles, which contributed to the 700+ profiles now on the Plotr website.

How We Work


Before we take on any new university copywriting project, we like to get to know the establishment first. We’ll arrange an initial meeting (by telephone, email, Skype, or face-to-face) to learn more about your needs and what you hope to achieve from working with us.

How Much Does Higher Education Copywriting Cost?


We believe in being as up-front as possible when it comes to pricing. Our day rate is £400 and we provide a price per project, so you’ll know exactly how much the work will cost up front. Some of the factors that we consider when pricing for copywriting for universities include:


  • How much content is required for the project
  • The number of words required
  • How much research is involved
  • Whether tone of voice guidelines are required
  • Whether on-page SEO should be considered
  • How many revisions are needed
  • The project deadline


To provide some context, here’s an overview of what we charge for different types of higher education copywriting:


Basic website copywriting package – 5 pages, e.g. Home page, About page, Service pages x3, including briefing session, research, ongoing correspondence, 3 rounds of revisions.


Cost: £2,000.


4-page brochure – Around 1,000 words including briefing session, all research, ongoing correspondence, 2 rounds of revisions.


Cost: £800.


Press release – Around 500 words, including initial briefing, ongoing correspondence, 2 rounds of revisions.


Cost: £300


Our prices include all ongoing correspondence with the client, editing, proofreading and amendments.

Our Higher Education Copywriting Guides…

Photo of student studying from above

How UK Universities Are Using Content Marketing to Recruit Students

Today’s digital-savvy teenagers spend 27 hours a week online, and universities need to be where their target audience is. The way that universities communicate with potential applicants is changing, and content marketing is playing an ever-increasing role.

Photo of two university students studying on laptions

Higher Education Content Strategy Ideas

With new research shining the spotlight on students’ perceptions of value for money, the need for UK universities to produce transparent, student-focused content has never been greater. A well-executed content strategy can help universities recruit students by publishing content that provides genuinely useful information.

Contact Us Today


If you’re looking for an experienced higher education copywriter., then please get in touch.