Nursery marketing: how parents choose
Short answer: parents of under-5s choose mainly on convenience (67%) and reputation (58%), and most often hear about childcare by word of mouth (44%) (DfE surveys of parents). So the best marketing is free: happy parents who recommend you, reviews that show your reputation, a Google Business Profile that puts you on the map, and a website that answers fees, funded hours and Ofsted and makes it easy to book a visit.
Updated 4 November 2026. Figures from DfE’s Childcare and early years survey of parents and our own study of nursery websites. Where we give our view rather than a figure, we say so.
How parents find and choose
- Convenience comes first. 67% of parents of 0 to 4-year-olds chose their provider for convenience, such as location and hours that fit their work (DfE, 2025).
- Then reputation. 58% chose on the provider’s reputation (DfE, 2025).
- They hear by word of mouth. 44% of parents got information about childcare from friends or relatives in the past year, 36% from school and 24% from social media (DfE, 2024).
- Most get their first choice. 86% of children getting funded hours attend their parents’ first-choice provider (DfE, 2025), so being on the shortlist is what counts.
Our view: a recommendation puts you on the shortlist, and what parents then find online decides whether they book a visit. That’s where many settings lose families. In our study of 530 London nursery websites, 41% showed no fees, 27% said nothing about funded hours and 48% had no tap-to-call phone number.
The channels, cheapest first
| Channel | Cost | Why it matters |
|---|---|---|
| Your website | Free to run if you own it | Where parents check fees, funded hours, your Ofsted report and how to visit, after a friend mentions you or they find you on Maps. |
| Google Business Profile | Free | Puts you on Google Maps and “nursery near me” results with your hours, photos, reviews and a link to your website. |
| Reviews from parents | Free | Reputation is the second biggest reason parents choose a provider. Reviews are how strangers see it. |
| Existing parents | Free | Word of mouth is the most common way parents hear about childcare. Make it easy to recommend you. |
| Your council’s Family Information Service | Usually free | Many councils list local providers and their vacancies, and parents use these directories to find funded places. |
| Childcare directories | Free listing, paid upgrades | Sites such as daynurseries.co.uk and childcare.co.uk rank well for local searches. Claim and correct your listing. |
| Open days and visits | Your time | Parents decide in the room. A simple way to book a visit online turns interest into a visit. |
| Paid ads | Paid per click | Fast, but you pay for every visit and it stops when you stop paying. Worth it only once the free channels are in order. |
A one-afternoon checklist
- Website: show your fees, how funded hours work, your chargeable extras, a link to your report on Ofsted’s website, a tap-to-call number and a book-a-visit form. Run our free checker to see what’s missing.
- Google Business Profile: claim it at google.com/business, check your name, hours and category, add photos of rooms and the garden, and link your website.
- Reviews: ask parents who are happy, at a good moment such as a child’s last day, with a direct link. Reply to every review, briefly and without sharing details about children.
- Council directory: check your Family Information Service listing, vacancies and funded-hours details.
- Directories: claim your free listings and make the details match your website.
- Ask “how did you hear about us?” on every enquiry, so you know what works.
Things to avoid
- Old Ofsted wording. “Outstanding” or “Good” logos have to come down after your next inspection under report cards. See Ofsted grades explained.
- Photos of children online without clear consent, and never of sleeping children.
- Hiding your fees. Parents compare on price, and funded settings should publish their extras.
- A website you don’t control. If you can’t change your fees without waiting weeks, parents see old prices.
Related: early years statistics 2026, nursery fees 2026 and what a nursery website must include.
Questions
How do parents choose a nursery?
In DfE’s 2025 survey of parents, the most common reasons for choosing a provider for 0 to 4-year-olds were convenience (67%) and the provider’s reputation (58%). Parents most often hear about childcare by word of mouth (44% in the 2024 survey), then check the setting online and visit.
How can I get more enquiries for my nursery?
Start with the free channels: a website that shows your fees, funded hours and Ofsted report with a way to book a visit; a complete Google Business Profile; regular reviews from happy parents; an up-to-date listing with your council’s Family Information Service; and asking current parents to recommend you.
Do nurseries need a website if they’re full?
Usually yes. Places come up when children move to school, and a website keeps your waiting list filling. It’s also where Ofsted inspectors and new staff look you up.
What should a nursery put on Google Business Profile?
Your correct name, address, phone number, opening hours, the right category, a link to your website, real photos of your rooms and garden (not children), and replies to reviews. Keep hours and holiday closures up to date.
Can a nursery advertise its Ofsted grade?
Ofsted no longer gives an overall grade such as Outstanding or Good. Since November 2025 it uses report cards with separate grades for each area. Old overall-grade wording and logos have to come down after your next inspection. Link to your report on Ofsted’s website instead.
Sources
- Childcare and early years survey of parents 2025, DfE, published 9 July 2026
- Childcare and early years survey of parents 2024, DfE
- London nursery website study 2026, Welcome Page
More guides: all our guides for nurseries, childminders and schools.
Want a website that brings in visits?
We build nursery websites that answer parents’ questions and make booking a visit easy, for £495 once with a built-in editor so you can keep fees and news current. Send us your setting’s name for a free check first.
Get a free website check