The short answer
Qualifications and vetting displayed. Teaching approach explained. What a lesson actually looks like. Fees stated per lesson and per term. Reviews from real parents, with permission. Safeguarding requirements vary by country, so state the regime that applies to you rather than a generic phrase.
That list is short because the decision is short. A parent comparing three providers on a phone gives each about ninety seconds.
1. Qualifications, with specifics
"Grade 8 distinction, ABRSM, and twelve years teaching children from beginner to Grade 8" reassures. "Highly experienced professional musician" does not, because the parent cannot weigh it against anything.
Name the degree, the diploma, the teaching qualification, the exam boards, the levels and the years. Put them on a profile per teacher rather than in a sentence on the About page.
2. Vetting, named
Say which background check was done, by which scheme, and in which year. Regimes differ by country and by the setting you teach in, so use the name of the one that applies rather than a borrowed term from another country. If teachers work unsupervised with children, say what your safeguarding policy covers and who the designated person is.
Keep the renewal date in the record so an expired check never sits on a live page. That single field prevents the most embarrassing failure on a lessons site.
3. The teaching approach
Three or four sentences per teacher, in their own words, answering "what does a first lesson with you look like". Recorded on a phone and tidied up, not written by a copywriter. It is the part parents quote back at the trial, and it is the only thing that distinguishes two teachers with identical qualifications.
4. What a lesson actually looks like
Parents cannot picture the hour. Describe it: how the lesson starts, what the student does, how much of it is playing or talking or writing, what practice is expected between lessons, and what the first term normally covers. Honest practice expectations reassure more than they deter.
5. Fees, stated
Per lesson and per term, with the number of lessons in a term, plus the cost of anything that is not the lesson: exam entries, books, materials, instrument hire, travel. A parent who can see the term total trusts the provider more than one who has to ask, and the enquiries that follow are from people who have already accepted the number.
6. Policies, before they are needed
What notice is needed to stop, what happens to a missed lesson, how a teacher's absence is handled, whether holidays are charged. On the fees page, in plain sentences. Parents read them and they are reassured that somebody has thought about it.
7. Reviews from real parents
Google reviews pulled onto the site and placed where the decision happens, which is beside the trial booking button on subject pages and teacher profiles, not on a testimonials page. Ask permission before quoting a parent by name, and never name a child. Reserve the space in the layout so the page does not jump as the reviews load.
8. Faces and the room
A real photograph of each teacher, taken where lessons happen, and a photograph of the room itself. Parents want to know what their child will walk into. Stock portraits do the opposite of reassurance. Photographs of children in lessons need written parental permission, and are best used sparingly even then.
9. Progression, in plain words
What grades, levels or exams exist, what order they come in, roughly how long each takes, and whether you enter students for them. Parents new to music grades or language levels are lost, and a plain progression page is often the page they read for longest.
10. Being easy to reach
A phone number that dials in one tap, an email that is answered, and a bookable trial rather than a contact form. Reassurance includes the sense that someone is at the other end.
What does not reassure
Badges nobody recognises. "Fully qualified and DBS checked" with no names or years. Testimonials with first names and no source. Guaranteed grades or promised results. Stock photography of children at pianos. Claims of being the best in the area.
Where this sits
Every one of these is a field in the content model behind the lessons websites we build: teacher records carry qualifications, vetting and approach; fee records carry the term arithmetic; subject records carry the lesson description and progression. It matters most for tutors and coding classes, where the parent is handing over a child and reading closely before they do.