The Story Starter

Reader,

Last week, I wrote about how AI reads your website (short version: in pieces, not top to bottom, and your Google ranking doesn't guarantee it likes what it finds).

This week answers the question: does this mean we have to write differently?

Yes. Just not the way people assume. You don't need to start writing like a spec sheet. What needs to change is where the specific facts — dates, numbers, formats — live on the page.

This week's post walks through three tips to make your website copy more AI-search-friendly, without losing your school story.

Remember: structure isn't the enemy of good storytelling. It's what gets the story read at all. Learn more.

Your storytelling tip:

Go to your admissions page. How long does it take you to find the answer to the question, "What is the application deadline?"

If it's more than five seconds, an AI system is going to skip right past it.

Read story

Em-dash: a peek inside Emily's office

Challenging summer work deserves flower-ice-cream rewards.

What I'm writing: Beyond the (many, many) digital ads I'm writing for schools gearing up for fall admissions, I'm rewriting a private school's giving page — using both conversion copywriting techniques AND these new AI tips.

What clients are asking: Are FAQs really making a comeback? Oh, yeah. In a big way. Though I'd push back on the name — let's call them "elevated FAQs." More audience-focused, less info dump.

What I'm reading: The Astral Library by Kate Quinn. It opens with the question, "Have you ever wanted to live inside a book?" So far? Yes. Yes, I have.

Your school has a powerful story to tell. You just need help telling it.

Let's turn your school's expertise, differentiators, outcomes, legacy, and vision into one cohesive school story that attracts dream families, increases inquiries & enrollment, strengthens communities, and grows school influence.

Find out how!

See you next week!

-Emily

Remember: as a Cursive Insider, you have access to our FREE Resource Library
Unsubscribe | Update your profile | P.O. Box 854, North Haven, CT 06473

Read more from Emily Cretella / Cursive Content

How AI Search Actually Reads Your School's Website (And Why Ranking #1 on Google Isn't Enough Anymore)

August 2026 The Story Starter Reader, If you've been here a while, you know that I've been sharing school website copywriting best practices for ... quite some time. (Decades, actually.) Which is why this week's topic is so important. It's about AI search — and specifically, how AI reads your website and determines what (and if) it will share. I spent the last few weeks down a research rabbit hole, and I'll be sharing my findings, thoughts, and tips in a series of blog posts. This week's is...

7 days ago • 2 min read

Launch a complete fall admissions campaign in ONE WEEK?! (yep. here's how...)

August 2026 The Story Starter Reader, "Yes, that's definitely on our list ... we just need time to focus on it." Sound familiar? The idea of putting a new marketing endeavor (like digital advertising) "on our list" is both comforting and dangerous. Comforting because we acknowledge that it is important -- but dangerous because it's SO EASY to keep pushing it off until next week, next semester, or next school year. This is why I'm incredibly excited to share something exclusively with Cursive...

15 days ago • 1 min read

A round of applause to the over-achievers! 👏

July 2026 The Story Starter Janet & I behind-the-scenes at one of our video shoots for a digital ad client. Reader, A big round of applause to the schools that already reached out to kick off their fall digital ad campaigns — you know who you are 👏👏👏 These over-achievers are already laying the groundwork to show up first and best for dream families online, long before back-to-school season begins. But if you're still thinking about maybe doing digital ads this year... here’s your nudge: Now...

about 1 month ago • 1 min read