Confused Commissioners Don’t Refer (And How to Fix It)
The Hard Truth
Here’s the brutal truth: most Alternative Provisions aren’t clear enough about what they actually do, and their websites are poor.
You’re brilliant at what you deliver, transforming outcomes for young people who often get written off by mainstream education, but too many commissioners, schools, and parents still aren’t clear why they should choose you.
If you’re relying on vague, confusing messaging, you’re making life much harder than it needs to be.
The Problem: You’re Great, But Nobody Gets It
Let’s face it, you’re too busy at the coal face, working with young people to agonise over your website copy or worry about brand positioning. But here’s the uncomfortable truth: If commissioners and schools can’t quickly grasp what you offer and why they should choose you, they simply won’t.
Over the past 6 months, we’ve spoken directly to more than 30 commissioners about the biggest hurdles they face when considering Alternative Provisions. Here’s the reality they painted for us:
“I have no idea what they actually specialise in.”
Commissioners frequently told us they struggled to quickly understand the exact challenges an AP tackles. Are you experts in social-emotional mental health, reintegration, trauma-informed practice? They simply can’t tell.
“Too much jargon, not enough clarity.”
They don’t have the time or patience to decode lengthy paragraphs filled with acronyms like SEMH, EBD, SEN, AP, EHCP, without clear, simple explanations.
“Why should we choose them over another AP?”
Commissioners admitted most AP websites felt interchangeable. They struggled to find concrete reasons why one AP stands apart from the rest. “Unique” provisions weren’t clear at all.
“Where are the actual stories of impact?”
Commissioners consistently mentioned that real-life examples of students and success stories were often hidden away, vague, or not included at all.
“Can’t easily find basic information.”
Important practical details such as capacity, referral processes, suitability criteria, and clear contact details were often buried deep in overly complicated navigation.
Let’s face it, most Alternative Provision websites follow a frustratingly similar pattern. Sound familiar? Here’s what we see almost every day:
- A vague homepage tagline like, “We inspire learning and transform lives.” (But how exactly?)
- Generic stock photography, classrooms without character or real faces.
- Heavy use of professional-sounding buzzwords, “bespoke curriculum,” “holistic approach,” “wrap-around care”, with no clear explanations or concrete examples.
- Overly formal language that reads more like a policy briefing than a place where young people thrive.
- Testimonials that say virtually nothing of substance: “Great service!” or “Would recommend!” instead of real, meaningful impact statements.
- A distinct lack of transparency, commissioners often have to download PDFs or search extensively to get even the most basic details.
If your website resembles any of this, you’re blending into a crowded marketplace instead of standing out. The cost? Lost referrals and missed opportunities to genuinely support more young people.
Why Simple Beats Clever (Every Time)
Here’s a wake-up call:
Commissioners don’t have time to decode your jargon.
Parents won’t choose you if they can’t quickly understand why their child would thrive.
Schools won’t confidently partner with you if they’re not clear what makes you special.
You need clarity. You need a message that anyone can understand instantly.
The Solution: Human-first Marketing
Here’s the thing, commissioners aren’t choosing your AP because of fancy buzzwords, formal mission statements, or complicated websites. They’re choosing you because of the lives you change and the outcomes you deliver for Young People. Human-first marketing strips away the noise, jargon, and complexity, showing clearly who you are, what you do, and why you’re the right choice. Here’s how you nail it:
- Clarity Over Cleverness
It might feel tempting to sound impressive or ultra-professional. But if a commissioner, headteacher, or parent can’t immediately grasp your expertise, you’ve lost them.
What it means:
Clear, straightforward language that anyone, even outside the sector, can understand. Skip complex terms, acronyms, and unnecessary fluff. Aim for simplicity and immediate understanding.
What great looks like:
When a visitor lands on your site, within 3 seconds they know:
- Who you help (young people excluded from mainstream, SEMH challenges, anxiety-related absences, etc.)
- What you do differently (individualised reintegration programmes, therapeutic mentoring, trauma-informed curriculum)
- Why it matters (students return to mainstream, improved attendance, genuine life transformation)
How to do it:
- Replace generic taglines like “transforming lives” with specifics like “Helping anxious and excluded young people confidently return to mainstream school.”
- Avoid complex acronyms, explain or simplify every abbreviation.
- Keep sentences short and direct. Ask someone outside your team to read your site; if they don’t immediately understand, simplify further.
- Show, Don’t Tell
Every Alternative Provision website says the same thing: personalised support, holistic care, student-centred. But words alone are empty without tangible evidence and emotional connection.
What it means:
Let your young people’s journeys and outcomes speak louder than empty promises. Share authentic stories, transparent success rates, real case studies, and genuine testimonials.
What great looks like:
- Real case studies: Written or video stories featuring a student’s journey through your provision, focusing on challenges, your approach, and tangible outcomes (e.g., from exclusion to reintegration).
- Data with context: Numbers showing clear results (attendance rates, reintegration success, wellbeing improvements) alongside the human stories behind them.
- Emotional authenticity: Honest and vulnerable stories, not just polished outcomes—share real struggles, setbacks, and triumphs.
How to do it:
- Regularly feature student and parent stories (with appropriate anonymity or permissions).
- Create short, impactful video testimonials and interviews.
- Include transparent, clear data on success rates, attendance, and reintegration outcomes prominently on your website.
- Clear Path to Action
The best AP websites make it incredibly easy for visitors to act, whether that’s booking a call, requesting a referral, or simply making an initial enquiry.
What it means:
If someone needs more than a few seconds to find a clear next step, your website isn’t working. Every page should effortlessly guide users to the next logical action.
What great looks like:
- Prominent, clear buttons for key actions (“Book a call,” “Refer a student,” “Schedule a visit”).
- Straightforward navigation, with no more than two clicks needed to find critical information (contact details, referral criteria, eligibility, FAQs).
- Transparent communication, make it clear what happens next after an enquiry or referral.
How to do it:
- Regularly test your website with real users to identify where confusion arises.
- Simplify your navigation, ensuring the most important actions are clearly visible on every page.
- Clearly outline your referral process step-by-step, removing any mystery or friction.
✅ Your Website Non-Negotiables Checklist:
Use this to quickly assess whether your website meets commissioner expectations:
- Genuine Case Studies: At least three detailed student journeys demonstrating your real-world impact.
- Human-led Language: Zero jargon, clear explanations, and language your parents or grandparents could understand.
- Quick Access to Critical Info: Referral process, criteria, eligibility, and contact details clearly visible.
- Transparent Results: Easy-to-find outcomes data (attendance, reintegration, wellbeing) alongside stories.
- Clear Calls-to-Action (CTAs): Every page should lead the user towards contacting you, booking a call, or making a referral.
- Emotive & Authentic Imagery: Real photos or videos from your provision (avoid generic stock imagery).
- Clear Navigation: Visitors find information in under two clicks.
- Responsive & Mobile-Friendly: Site works seamlessly on phones and tablets.
- SEO Basics Covered: Appropriate keywords, headings, and basic SEO so commissioners can easily find you.
Real-life Example: Storyy Group
Who Are They?
Storyy Group is a network of companies dedicated to transforming outcomes for vulnerable young people across Berkshire. Born from the merger of multiple organisations, their services span children’s residential care, alternative provision, supported living, apprenticeships, and education. Each company had a strong individual identity, but merging them into one cohesive brand was causing confusion. The founders knew their mission clearly, but struggled to articulate this effectively to external audiences, commissioners, and stakeholders.
Their Challenge
Storyy had grown rapidly by merging multiple specialist companies under one umbrella. On the surface, it made sense. Each division complemented the others, creating a powerful, end-to-end solution for vulnerable young people. But externally, it was messy:
- Multiple brands, websites, and service offerings were scattered and fragmented.
- Commissioners found it difficult to understand exactly what Storyy offered or who to contact for referrals.
- Stakeholders were unclear on Storyy’s core identity, value proposition, and what made them unique.
- Internally, team members felt disconnected, unsure of the broader vision or how to communicate it clearly.
The complexity of their message diluted their powerful purpose and limited their ability to clearly articulate the incredible impact they were having on young people.
What We Did
Our goal was to simplify the complexity, without losing the essence of their purpose. Here’s how we did it:
- Brand Deep Dive & Audit:
We began by unravelling the complexity, interviewing teams across all divisions and talking to commissioners to understand their frustrations. We stripped away jargon, internal politics, and industry fluff to find what made Storyy special.
- Clear & Unified Positioning:
Rather than forcing a uniform brand on diverse services, we created one simple, unified message. We built a new narrative around their “whole-child approach,” positioning Storyy Group as uniquely placed to support young people at every stage, from crisis to independence.
- Purposeful Brand Identity & Website:
We rebuilt the Storyy Group brand and website from scratch, anchored around their clear purpose. The site clearly articulated their services, made the referral pathways straightforward, and showcased real-life case studies highlighting their impact.
- Streamlined Communications & Content:
To maintain clarity, we produced thought leadership content, case studies, and videos that directly aligned with the new positioning. We implemented straightforward, human-first language that spoke clearly to commissioners and stakeholders alike.
The Outcome
Simplifying the complex paid off quickly:
- Increased Referrals: Within six months of the relaunch, Storyy experienced a 45% uplift in referrals. Commissioners now understood the full scope of their services, increasing trust and clarity.
- Enhanced Visibility: Storyy’s clearer brand and messaging helped establish them as thought leaders. Web traffic grew 60%, and enquiries through the website significantly increased.
- Internal Alignment: Teams across the group reported feeling more connected to a unified mission, boosting morale and making internal communications simpler and clearer.
Storyy now stands out as one clear brand, known for delivering transformative outcomes for vulnerable young people. The confusion is gone, their message is compelling, and their impact continues to grow.
Final Thoughts
Look, your AP is changing young people’s lives every day. But let’s be blunt: if your website isn’t clearly communicating that impact, it might as well be invisible.
Commissioners are stretched, short on time, and overwhelmed with referrals. They’re searching for clarity, real outcomes, and something that instantly resonates. If they land on your website and see vague promises, stale jargon, or confusing navigation, you’re losing critical opportunities to support more Young People.
Forget trying to impress with fancy buzzwords or overly complicated concepts. Instead, let authenticity lead. Give your commissioners real stories they can relate to, tangible outcomes they can trust, and a clear, frictionless pathway to reach you.
Great marketing for APs isn’t about reinventing the wheel, it’s about humanising it. It’s about replacing complexity with clarity, abstract promises with real stories, and confusion with action.
Make it easy, make it clear, and watch your referrals grow.
Because if your AP isn’t clearly communicating your value, the next provision will, and they’ll take the referrals that should’ve been yours.
Rich
I’m Rich, and I’m not your typical marketing guy. I spent years building and scaling a successful marketing agency, but my roots run deeper than that. I’ve been the kid who needed support, faced adversity head-on, and learned firsthand what it takes to truly make a difference in young people’s lives.
Today, I run Louise - a purpose-driven marketing agency specialising exclusively in the children’s sector. We help Alternative Provisions, Care Companies, Education Providers and charities cut through the noise, sharpen their storytelling, and reach the young people who need them most.
For us, marketing isn’t fluff or jargon, it’s about amplifying the voices that matter, driving impact, and ensuring no child slips through the cracks. If you’re interested in how we can help you do this, please reach out for a chat!
