Parents and students almost always ask about results before anything else. Which exam, how many students cleared it, how many got a high score, who topped the batch. Results are a legitimate thing to share, and they can help a parent choose. They're also the part of coaching advertising where the most misleading claims tend to appear, and the regulators have been clear about that.
This article explains how to present results honestly, and why being accurate is better for the institute in the long run.
Use figures you can back up
Before you publish a result, make sure you can show where it comes from: the exam, the year, the number of students who sat it and the number who met the threshold you're describing. Keep the records. If a figure can't be backed up, leave it out.
Say what the figure covers
A result without a context is misleading. "Our students scored high" means nothing on its own. "Of the [number] students in our [year] Class X batch, [number] scored above the threshold in the board exam" says what the figure covers, what period it relates to and how many students it includes.
Don't imply results you didn't produce
Avoid showing the results of students who weren't taught by the institute, or of a teacher who has since moved to another institute. Avoid using a photo of a topper or a student without their written consent, and avoid implying that a result is guaranteed for a new student.
Be careful with ranks and placements
Claims about ranks or placements need particular care. A rank should come from an official list, and the list should be named. A placement claim should say how many students were placed, in what role, and over what period. Without those details, the claim is unclear and can be challenged.
Explain what the institute does
Parents often trust a clear account of the teaching more than a headline result. Describe the method, the practice tests, the feedback each student receives and how progress is measured. Let a parent judge whether that approach suits their child.
Keep results up to date
Update the page after each exam cycle, remove results that are too old to matter and say when the figures were last updated. An old result presented as current is misleading, even if it was accurate when it was first published.
Quick checklist
- Keep the records for every result you publish, and check them before you publish.
- State the exam, the year and the number of students each figure covers.
- Use photographs of students or toppers only with written consent.
- Show ranks only from an official list, and name that list.
- Remove results that are too old to matter, and date the page.
- Describe the teaching method beside the results, so parents see the context.
What to do next
The coaching institute websites page shows how a results section sits alongside the courses and the enquiry section. The layout behind this is covered on the business websites page, which suits any coaching institute building its first site. Gather the records for the last two exam cycles first, then decide which figures are safe to publish.