Understanding the intricacies of how parents search for and evaluate nurseries can be a gamechanger for an early years setting. Justin Deaville, managing director of digital agency Receptional, shares the latest research

Choosing a nursery is one of the most significant decisions parents make. It’s a choice that blends emotion with practicality and hope with caution. Let’s delve deep into parents’ minds and explore what truly matters when selecting a nursery for their little ones.

How parents look online

The digital age has revolutionised how parents seek out childcare options. Our recent survey of 421 UK parents reveals that the internet is overwhelmingly the first stop on their nursery-finding journey. Some 84% of parents turn to Google when beginning their search, marking a significant shift from traditional word-of-mouth referrals.

This online-first approach means parents form initial impressions of your nursery long before they enter your premises. They compare multiple options simultaneously, read reviews, scan photos, and assess your online presence – all from the comfort of their phones.

The implications? Your digital footprint is now your nursery’s first impression. A well-optimised website, a solid social media presence, and positive online reviews are no longer optional – they’re essential.

Google and Facebook: where most parents start

While Google dominates the initial search phase, Facebook plays a crucial supporting role. Our research shows that 45% of parents use Facebook and Instagram (18%) in their nursery research process. This dual-platform approach offers insights into parent behaviour.

On Google’s platforms, parents are typically:

• Searching for ‘nurseries near me’
• Reading Google reviews
• Checking your website via search results
• Looking at your Google Business Profile for quick information
• Watching (Google-owned) YouTube video content

On Facebook and Instagram (in effect, the same platform, as both are owned by one company, Meta), parents are:

• Visiting your nursery’s page to get a feel for your setting’s personality.
• Reading posts to understand daily life at your nursery.
• Asking for recommendations in local parenting groups.
• Checking out photos and videos of activities and facilities.

What parents feel when searching

The nursery search isn’t just a logical process – it’s deeply emotional. Our survey uncovered some fascinating insights into parents’ emotional states during their search:

• 29% feel excited about finding the right nursery
• 28% feel overwhelmed by the process.
• There’s a notable gender split: 38% of men report feeling excited compared to 24% of women, while 35% of women feel overwhelmed versus 17% of men.

These emotions play a crucial role in decision-making. Excited parents are more likely to engage deeply with your content and may be more open to booking visits. Overwhelmed parents, on the other hand, might appreciate clear, concise information and reassurance.

Understanding these emotional drivers allows you to tailor your communication. For example:

• Address common concerns upfront to ease anxiety.
• Use positive, warm language to tap into feelings of excitement.
• Offer clear, step-by-step guides to your enrolment process to help overwhelmed parents

Content that gets parents’ attention

When it comes to what parents want to see, our research highlighted three key areas:

1. Parent testimonials (68% find these highly influential).

• Parents trust other parents. Authentic, detailed reviews from existing or past families carry immense weight.
• Video testimonials are compelling, offering a more personal touch.

2. Detailed descriptions of your services (59% value this).

• Parents want to know exactly what you offer. This includes your curriculum approach, daily routines, meal plans, and special activities.
• Be specific – instead of saying “we offer a range of activities”, list examples like “weekly forest school sessions, daily story time, and monthly cultural celebration days”.

3. Clear pricing information (48% look for this, especially women).

• Transparency about costs is crucial. Where possible provide clear fee structures and answers to frequently asked questions on your website.
• If your pricing is complex, consider offering a fee calculator or providing example scenarios. Additionally, 43% of parents value curriculum overviews, showing a keen interest in the educational aspects of your provision.

How different age groups use social media

Our research reveals that social media preferences vary significantly across age groups:

• 18-24 year olds: Prefer Instagram, Snapchat, and TikTok. They engage well with short-form video content and interactive features like polls or Q&As.
• 25-34 year olds: Active across most digital platforms. They appreciate a mix of informative content and engaging visuals.
• 35-44 year olds: Primarily use Google and Facebook. They tend to value detailed information and longer-form content.
• 45-54 year olds: Show higher engagement with traditional media like radio, and lower engagement with newer social platforms.

This diversity means a one-size-fits-all approach to social media won’t cut it. Consider creating a mix of content types to appeal to different age groups:

• Short, fun videos for TikTok and Instagram Reels to attract younger parents.
• Informative posts and parent Q&A sessions on Facebook for the 25-44 age group.
• Detailed blog posts or articles shared on Facebook and your website for older parents and older family members.

Interestingly, YouTube emerged as the third most popular platform, used by 16% of parents. To showcase your nursery, create virtual tours or ‘day in the life’ videos.

Quick tips to improve your online presence

1. Optimise your Google Business Profile:

• Ensure all information is up to date and accurate.
• Add high-quality photos of your setting.
• Respond promptly to reviews, both positive and negative.

2. Enhance your Facebook strategy:

• Post regularly, aiming for three to five times a week.
• Share a mix of nursery updates, parenting tips, and local community news.
• Use Facebook Live for virtual open days or Q&A sessions.

3. Create engaging video content:

• Short clips (30 to 60 seconds) work well for social media.
• Consider topics like ‘A day at our nursery’ or ‘Meet our staff ’.

4. Encourage and manage reviews:

• Set up a system to ask happy parents for reviews regularly.
• Respond to all reviews, addressing concerns in negative ones.
• Share positive reviews across your platforms.

5. Refine your website:

• Ensure it’s mobile-friendly – 67% of parents in our survey used their phones for research.
• Include detailed service information, including your curriculum approach.
• If possible, add a pricing page or enquiry form.

6. Harness the power of storytelling:

• Share real stories from parents and children.
• Highlight staff experiences and qualifications.
• Showcase how your nursery has positively affected families.

7. Use targeted advertising:

• Facebook and Google Ads allow you to reach parents in your local area.
• Create ads that address common parent concerns or highlight your unique selling points

Download the full research report here