A parent is searching for childcare. Maybe they just moved to San Luis Obispo County. Maybe they're going back to work. Maybe their current provider just fell through.
They pull out their phone and search "preschool near me" or "daycare Arroyo Grande." They're stressed, they're in a hurry, and they need to make a decision quickly.
Within 24 hours, most parents will have called or visited a childcare provider they found online. The question is: will they find you?
The Search Starts on Your Phone, Not Your Doorstep
Here's something that might surprise you: nearly all local business discovery happens online now. 96% of people discover local businesses through online searches. For childcare, that number is probably even higher—parents don't drive around looking for preschools anymore.
And they're doing it on their phones. 84% of local searches happen on mobile devices. A mom at the playground, a dad on their lunch break—they're searching whenever they have a spare moment.
The urgency is real. 76% of people visit a business within a day of searching locally. Your website isn't just information—it's your first impression, your handshake, your chance to show parents their child will be safe with you.
Want to dive deeper into how local search works for SLO County businesses? We break down local SEO in plain English here.
What Parents Are Actually Looking For
You might think parents care most about your curriculum or your facility. And those things matter. But research shows what's really driving their decisions:
Cost matters. 63% of families cite cost as a key factor. Your website should be clear about tuition—don't make them dig or call to find out basic pricing.
Socialization matters. 71% of families prioritize social interaction for their children. Show kids playing together. Describe how your program builds friendships.
Location matters. 67% of families care about location relative to home (not work). Make sure your address is prominent and easy to find.
The Trust Problem: Why Parents Are Skeptical
Leaving your child with strangers is terrifying. Parents will research your center thoroughly before they ever pick up the phone. And if they can't find what they need online, they'll move on.
How much do they rely on online information? 98% read online reviews before deciding, and 71% won't consider businesses below 3 stars. Reviews matter—but a website without reviews at all is even worse.
In fact, 62% of consumers ignore businesses without any online presence. No website? You don't exist to most parents.
Not sure if your current site is working for you or against you? This 15-minute checkup will help you spot the warning signs.
What Your Website Needs (The Essentials)
You don't need a fancy website. You need a trustworthy one. Here's what to include:
Clear Licensing and Credentials
Parents need to know you're legitimate. Display your license number, certifications, and any accreditations prominently. Mention background checks for staff. Show safety protocols. These aren't bureaucracy—they're peace of mind.
Real Photos of Your Facility
Stock photos of smiling children are nice. Real photos of your space are better. Show your playground, your classrooms, your toys. Parents want to imagine their child in your environment. If your space looks clean, safe, and inviting, show it off.
Staff Profiles
Parents aren't just choosing a school—they're choosing the people who will care for their child. Include photos and brief bios of your lead teachers and director. Credentials, years of experience, why they love working with children. Faces build trust.
Current Parent Testimonials
What do current families love about your center? Ask a few parents for a sentence or two about their experience. Use full names and photos if they're comfortable. A parent saying "My daughter runs in every morning and doesn't want to leave" is worth a thousand marketing words.
Clear Enrollment Information
How old do children need to be? What are your hours? What's the process for enrolling? Is there a waitlist? Parents are stressed—they don't want to dig for basic information. Make it easy: a simple page or PDF with everything they need to know.
Contact Information Front and Center
Your phone number should be visible on every page. Include a simple contact form. List your email. Make it dead simple for an interested parent to reach out. Every click they have to make is a chance they'll give up and call somewhere else.
The Mobile Reality: Your Site Must Work on Phones
Most parents are searching on their phones while multitasking. If your website doesn't work well on mobile—tiny text, buttons that don't respond, information buried—they'll leave instantly.
Test your site on a phone. Can you find the phone number in one second? Can you read the text without zooming? Does it load quickly? Parents don't have patience for broken mobile experiences.
What About Social Media?
Facebook and Instagram are great for showing daily life at your center—photos of activities, announcements, reminders. But they're not a replacement for a proper website.
Your website is your permanent home online. It's where you control the information. It's what shows up when parents search Google. Social media is frosting; the website is the cake.
A Note About Reviews
Google reviews are separate from your website, but they're connected. Your Google Business Profile appears in search results next to your website, and parents read those reviews before they ever click through.
Don't be shy about asking happy families for reviews. A simple email: "If you've had a good experience with us, would you mind leaving a quick Google review? It helps other local families find us." Most parents are happy to help—they just need to be asked.
Google reviews are one of the most powerful tools for local visibility. Learn more about making your business show up in local search.
What If You're Not Tech-Savvy?
Here's the thing: you run a childcare center. You're not a web developer. You shouldn't have to worry about updating your website, fixing broken links, or wondering why it's not showing up on Google.
That's why some preschools and daycares work with managed website services. Someone else builds the site, keeps it updated, makes sure it works on phones, and handles all the technical stuff. You just email when you need a change—new hours, updated tuition, a staff photo—and it gets done.
Tired of wrestling with a website you can't figure out? You're not alone—most small business websites sit outdated for exactly this reason.
What YouGrow Does Differently
I build websites for small businesses here in San Luis Obispo County, including preschools and childcare centers. $79/month includes everything: a professional site, all the updates you need, hosting, and ongoing support. See everything that's included.
But the difference isn't the price—it's that I'm local. When you need something changed, you call or email me. No dashboards, no logins to remember, no figuring out technical stuff. I handle it. See how our done-for-you service works.
And because I'm based in Arroyo Grande, I understand SLO County families. I know what local parents are looking for. Learn more about why I started YouGrow.
If your current site is outdated, broken, or non-existent, let's talk. Most sites launch within a week. Month-to-month, no contracts. You can cancel anytime. See our simple process.