If you're running a wonderful nursery but your spaces aren't filling as quickly as they should, the problem isn't your care — it's that local parents aren't finding you. Here's how to change that.
Why Do Some Nurseries Have Waiting Lists While Others Have Empty Spaces?
The nurseries with waiting lists aren't always the ones with the best Ofsted rating — they're the most visible and the most talked about. When a parent starts looking for childcare, they search Google, ask in local parent groups on Facebook, and read reviews obsessively. If your nursery doesn't show up in those searches and conversations, you're not being considered.
Choosing childcare is one of the most emotional decisions a parent makes. They're trusting someone with their child — nothing feels higher stakes than that. The nurseries that fill their places are the ones who make parents feel confident and reassured before they even walk through the door for a visit.
Many good nurseries rely entirely on word of mouth, which works brilliantly in established areas but leaves you vulnerable. Staff changes, a new competitor opening nearby, or a housing development bringing new families who don't know anyone locally — any of these can disrupt a word-of-mouth-only strategy. A strong online presence catches the parents that word of mouth misses.
How Do I Get My Nursery on Google Maps?
Set up a Google Business Profile — it's free — and complete it thoroughly. This controls whether your nursery appears when a parent searches "nursery near me" or "childcare [town]."
Go to business.google.com and claim or create your listing. Use your nursery's name, add your phone number, address, and opening hours. Choose "Child care agency" or "Preschool" as your primary category — whichever best matches your setting. Add secondaries like "Day care centre" if applicable.
Write a detailed business description covering the age ranges you accept, your hours (including early drop-off and late collection if offered), your approach to early years education, and any specialisms — forest school, Montessori, multilingual provision. Mention your Ofsted rating if it's good.
Photos are absolutely critical for nurseries. Parents want to see bright, clean, well-resourced rooms. Upload pictures of your indoor and outdoor spaces, children's artwork, play areas, and garden. Avoid stock photos entirely — real photos of your actual nursery build genuine trust. Update them seasonally to show your nursery is active and well-maintained.
How Important Are Google Reviews for Nurseries?
Reviews are arguably more important for nurseries than for almost any other business. A parent choosing who looks after their child will read every single review carefully. One thoughtful review can be the difference between a parent booking a visit and scrolling past.
Encourage happy parents to leave Google reviews, particularly at natural milestones — after settling in, after a positive parents' evening, or when they're collecting an excited child who clearly loves being there. A gentle message works: "So glad [child's name] has settled in so well — if you've got a moment, a Google review would really help other parents find us."
Reviews that mention specific qualities are the most powerful. "My daughter runs in every morning without looking back," "The staff know every child by name," "The daily updates and photos give me such peace of mind" — these emotional, specific details tell other parents exactly what it feels like to have their child at your nursery.
How you respond to reviews matters too. A warm, personal response to every review shows that you genuinely care about each family's experience. If a less-than-perfect review appears, a thoughtful, professional response demonstrates how you handle concerns — which is exactly what parents want to know.
Does My Nursery Need Its Own Website?
Yes. Parents research childcare extensively before booking a visit. Your website is where they decide whether your nursery is worth visiting — and given how emotional and important this decision is, they need a lot of reassurance.
Your website should feature your nursery's approach and values, the age groups you cater to, your daily routine, your team (with photos and brief introductions), your fees, and your Ofsted report. A virtual tour — even just a well-organised gallery of rooms and outdoor areas — lets parents see your nursery without visiting, which is especially helpful for parents who work full-time and can't easily arrange visits.
Create a simple enquiry form for parents to register interest or book a visit. Asking for the child's name, age, and required start date lets you follow up with relevant information. The easier you make it to make contact, the more enquiries you'll receive.
Publish your fees on the website. Parents find it frustrating when nurseries hide pricing. Transparency about costs — including funded hours, additional charges, and what's included — builds trust and attracts parents whose budget matches your fees. There's no benefit in generating enquiries from parents who can't afford your rates.
How Should Nurseries Use Social Media?
Social media, particularly Facebook and Instagram, is one of the most effective marketing channels for nurseries. Parents spend time on these platforms, and content showing happy, engaged children (always with parental consent) is the most powerful reassurance you can provide.
Post regularly — several times a week at minimum. Share photos and videos of activities, messy play, outdoor adventures, craft projects, special events, and celebrations. These posts show parents what a typical day looks like and demonstrate the quality of care and education you provide.
Use Facebook to build a community. A public page showing your nursery's daily life, combined with a parents-only group for enrolled families, creates a sense of belonging that strengthens retention and generates word of mouth. Parents who feel part of a community recommend your nursery far more enthusiastically than those who just drop off and collect.
Respond to comments and messages quickly. A parent who messages your Facebook page asking about availability is a warm lead — they're already interested. Responding within an hour dramatically increases the chance they'll book a visit compared to responding the next day.
How Do I Convert Show-Arounds Into Registrations?
The show-around is where nurseries win or lose parents, and it starts before they walk through the door. A confirmation message the day before with parking information and what to expect sets the right tone. Being prepared, knowing the child's name and age, and having relevant information ready shows you care about the details.
During the visit, let the parent see children engaged and happy. The best advertisement for your nursery is a room full of contented children clearly enjoying themselves. Staff who greet visiting parents warmly and interact naturally with children (rather than performing for an audience) make the strongest impression.
Follow up within 24 hours. A message thanking them for visiting, asking if they have any questions, and reminding them how to secure a place keeps the momentum going. Many parents visit multiple nurseries and the one that follows up most effectively often wins — not because they're pushy, but because they seem most interested in the family.
How Do I Retain Families and Reduce Turnover?
Parent communication is the single biggest retention factor. Daily updates — photos, what the child ate, what activities they did, funny moments — give parents a window into their child's day and build an emotional connection with your nursery. Parents who feel informed and included rarely leave.
Address concerns immediately and openly. If a parent raises an issue about their child's care, food, or experience, taking it seriously and acting on it quickly turns a potential leaver into a loyal advocate. The nurseries that retain families best are the ones that listen and respond, not the ones that are defensively perfect.
Celebrate milestones. First words, first steps, birthdays, graduation to the next room — marking these moments shows parents you see their child as an individual, not just a number on a register. These personal touches generate the emotional loyalty that keeps families with you for years.
How Do I Fill Spaces Quickly When They Come Up?
Maintain a waiting list, even when you have availability. A parent who's registered interest six months ago is a warm contact who may be ready to start now. Regular communication with your waiting list — quarterly updates about availability, invitations to nursery events — keeps you front of mind.
Promote availability actively when you have spaces. A social media post, a Google Business Profile update, and a message to your waiting list can fill a space quickly. Don't rely on passive enquiries alone — be proactive about letting people know you have room.
Offer flexible start dates and settling-in sessions. A parent whose first choice nursery can't start until September will happily switch to the one that can start next month with a proper settling-in plan. Flexibility and responsiveness are competitive advantages.
The Bottom Line
Filling your nursery's places consistently means being visible and trusted when parents search for childcare. A complete Google Business Profile, heartfelt reviews from happy parents, a professional website with transparent information, and an active social media presence showing your nursery at its best will keep your places full and your waiting list growing.
If you want help getting your nursery in front of more local parents, SwiftLead builds professional websites from just £199, with an automation system that catches missed calls and sends review requests for £129 a month — less than £4.30 a day.
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