What parents look for before they ever arrange a visit, and how busy nursery owners can make sure their setting stands out

Most nursery owners and managers didn’t get into early years because they wanted to spend hours thinking about websites, Google reviews or social media.

They got into early years because they care about children, families and providing the best possible start in life.

The reality, however, is that being brilliant at childcare and being visible online are not always the same thing.

In fact, many fantastic nurseries miss out on enquiries simply because parents can’t easily find the information they need or gain a clear picture of what makes the setting special.

Parents start their search long before they arrange a visit

Years ago, recommendations from friends and family were often enough.

Today, many parents begin their search online.

Before they pick up the phone or book a visit, they are likely to:

• Search Google.
• Compare several settings.
• Read reviews.
• Browse websites.
• Look at social media pages.
• Search for reassurance that their child will be happy and well cared for.

By the time a parent walks through the door, they may already have formed a first impression.

Great childcare deserves to be seen

Some settings rely almost entirely on word of mouth, and for many years that has worked well.

However, the childcare sector is changing.

Parents have more information available to them than ever before and often compare multiple settings before making a decision.

This means that even outstanding nurseries can struggle to stand out if:

• Their website is outdated.
• They have very few online reviews.
• Information is difficult to find.
• They haven’t shared recent news or updates.
• Busy teams simply haven’t had time to think about marketing.

None of these things reflect the quality of care being provided. They are simply signs of how demanding life in early years can be.

Reviews matter more than many settings realise

Parents naturally want reassurance.

Reading the experiences of other families helps build trust and confidence.

A collection of genuine, recent Google reviews can make a huge difference when a parent is deciding which settings to contact or visit.

Many excellent nurseries have only a handful of reviews, despite having supported hundreds of happy families over the years.

Your website should make life easier for parents

Parents are busy too.

They want to quickly find information about:

• Opening hours.
• Fees and funding.
• Meals and routines.
• The environment.
• Your ethos and values.
• How to arrange a visit.

A website doesn’t need to be complicated, but it should make it easy for families to understand what makes your setting unique.

Marketing shouldn’t feel like another full-time job

Most nursery owners and managers are already juggling:

• Children and families.
• Staffing and recruitment.
• Safeguarding.
• Policies and paperwork.
• Funding changes.
• Daily operations.

Marketing often ends up at the bottom of the list.

And that’s understandable.

The good news is that small improvements can often make a significant difference. Sometimes it’s not about doing more, but about making better use of the excellent reputation and experience that already exists within the setting.

Helping more families discover the wonderful work you already do

At Whitehouse Marketing, I help busy education and family-focused organisations improve their visibility, strengthen parent communications and take marketing off their to-do list, allowing them to focus on what matters most.

Because being brilliant at what you do deserves to be seen.

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Would you like a fresh pair of eyes on your nursery’s online presence?

Find out more about marketing support for nurseries and early years settings or get in touch for an informal conversation.

Phone: 07813 797443

Email: kate@whitehousemarketing.co.uk

Website: www.whitehousemarketing.co.uk