Marketing a Nursery in the UK (2026): 11 Proven Ways to Promote Your Nursery
Introduction – Marketing a Nursery in the UK Has Changed
If you run a nursery or childcare setting in the UK, you’ve probably noticed how hard it’s become to stand out.
Parents don’t rely only on recommendations anymore — they start online, typing “nursery near me.”
According to the Office for National Statistics 2024 report on so-called ‘childcare deserts’, some parts of England still have far fewer childcare places than the number of children who need them, which means being visible locally matters more than ever.
However, with more nurseries opening every year, standing out requires more than just a website or a sign outside.
This practical guide provides the best ways to market a nursery, attract local families, and ensure every Open Day is a success.
👉 Want to see how your nursery could get more local enquiries before September?
Book a Free Consultation with the InGrowth team — we’ll review your current online visibility and share three quick fixes you can apply right away.
Step 1 – Make the Most of Your Google Business Profile
Your nursery’s Google Business Profile is often the first thing parents see when searching.
Make sure it shows:
✅ Your correct name, address, and phone number
✅ Warm, real photos of your space and team (with parental consent)
✅ Weekly posts such as “Now enrolling for September” or “Open Day this Saturday”
✅ Key details — funded places available, outdoor play area, on-site parking
Example:
“At Little Oaks Nursery in Bristol, we’ve supported local families since 2015. Book a visit to meet our team and see our space.”
Step 2 – Create Pages for Each Area You Serve
If families come from nearby towns, create a short page for each:
“Nursery in Wimbledon”
“Nursery near Sutton”
“Childcare in Croydon”
Include directions, local landmarks, and partnerships (for example, “partnering with Morden Family Centre”).
This helps parents feel you’re truly part of their community.
Step 3 – Share Clear, Consistent Information Everywhere
Parents often find you through many sources — your website, Google, social media, or directories like Daynurseries.co.uk.
Make sure all places show the same details (especially name, phone, and address).
Even small differences like “St.” vs “Street” can cause confusion.
💡 Create a one-page “Nursery Info Sheet” and share it with anyone who manages your marketing or social accounts.
Step 4 – List Your Nursery on Trusted UK Websites
You don’t have to advertise everywhere — just in the right places:
Your local council childcare directory
Mumsnet or local Facebook parenting groups
Listing your setting on trusted sites such as Nursery Compare not only helps parents compare nurseries nearby but also strengthens your credibility — most families in the UK check this platform before arranging a visit.
Each listing helps parents find and trust your nursery faster.
Step 5 – Encourage Parent Reviews and Testimonials
Nothing promotes a nursery better than other parents’ words.
After Open Day or once families have settled, send a simple message:
“Hi [Parent Name], we’re so happy [Child] is enjoying nursery! Would you mind leaving a short Google review? It helps other parents in [Town] find us.”
Always reply — whether the review is long, short, or critical.
It shows parents that you listen and care.
Step 6 – Use Real Photos and Short Videos
Parents connect with real people, not stock images.
Show children playing, teachers guiding, and happy outdoor moments (with permission).
Use warm captions and natural lighting — this builds trust quickly.
For inspiration, read:
Step 7 – Write Helpful Local Articles and Tips
Sharing advice is one of the best ways to market a nursery school.
Ideas include:
“Preparing Your Child for Nursery: 5 Tips from Our Team”
“How Families Use 30 Hours Free Childcare in 2026”
“Best Family-Friendly Parks Near [Town]”
Many nurseries attract new parents by clearly explaining how funded hours work — linking to the official GOV.UK childcare funding guidance builds trust and saves parents time.
Parents love practical content — and it shows your nursery’s values before they even visit.
Step 8 – Add a Google Map to Your Website and Open Day Page
Make it easy for parents to find you.
Add a map to your website’s Contact and Open Day pages, and even the footer.
Many families look for “nursery near me” — a live map helps your nursery appear more often in local searches.
Step 9 – Build Local Partnerships
Collaborate with people parents already trust:
Family photographers
Children’s shops or soft play centres
Parent-baby groups or local fairs
You can offer small giveaways, share posts, or sponsor an event together. These local connections often bring more results than paid ads.
Step 10 – Track What’s Working
Every few weeks, look at what brings the most new enquiries:
Is it your website?
Google reviews?
Local Facebook groups?
Focus your time and budget where results are strongest. Small, consistent updates work better than one-off big campaigns.
Step 11 – Announce Your Open Days Everywhere
When promoting a nursery, never assume parents will just find your event.
List it on Google, your website, and Facebook.
Example:
“Open Day – Saturday 12 July 2026, 10 AM to 2 PM — Meet the teachers, explore our classrooms, and enjoy free play sessions.”
You can repeat short reminders a week before and the morning of the event.
Bonus Tip – Sound Local and Personal
Parents don’t just choose the nearest nursery — they choose connection.
“We know every corner of [Town], from the duck pond to the park where our children explore nature walks each week.”
When your marketing sounds like a real voice from their community, trust grows naturally.
Quick Checklist
Conclusion – How to Make Your Nursery Stand Out
Marketing a nursery in the UK doesn’t need to be complicated.
It’s about clear information, warm communication, and real community presence.
By following these 11 steps, your nursery can appear first when parents search, build trust faster, and fill every place before Open Day.
