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Attracting new families to your childcare program starts with strategic daycare advertising. As competition increases and families explore more options, your marketing plan needs to clearly communicate what sets your center apart and the value you provide.
Effective advertising combines digital strategies like search engine optimization with relationship-building tactics like networking and word-of-mouth referrals. The right approach can significantly boost enrollment while establishing your reputation in the community.
This article covers proven daycare advertising techniques to help you reach more families and grow your business
Table of contents
How to advertise your childcare business
Successful daycare advertising combines digital visibility with personal connection. Online strategies—including website optimization, social media, and search marketing—expand your reach. In-person methods like community partnerships and networking events build trust with local families.
Use both approaches to maximize your visibility and create meaningful connections that lead to enrollments.
Create a website
Your website serves as the digital front door to your childcare program. Families researching childcare options will likely visit your site first, making it essential to create a strong first impression.
A professional website allows you to showcase your facilities, curriculum, staff qualifications, and testimonials. Whether families discover you through search engines or personal recommendations, your website helps them evaluate whether your program meets their needs.
How to build your website
The good news is you don’t have to be a tech expert to create a website. There are several user-friendly options that walk you through the process. Here are four simple steps you can take to create your daycare’s website:
- Choose and register your domain name: If possible, include your childcare program name in your domain name. This will allow your program to be easily searchable online. You can secure your domain on platforms such as GoDaddy. The cost of acquiring a domain varies, ranging from $2.00 to $20.00 per year.
- Pick a website builder platform: With so many website platforms on the market, it is easy to select a user-friendly option such as Wix, Hostinger, or Squarespace to create your site.
- Select a template that reflects your brand: Many website platforms offer design templates you can choose from, so few graphic design skills are needed. Choose a template that best matches your design preferences and business needs.
- Include essential information families need: You can include relevant information such as curriculum and philosophy, admissions procedures, testimonials, security and safety measures, staff information, hours of operation, and an FAQ section.
A polished website helps build trust and credibility and sets you apart from others who either don't have a website or have one that isn't as professional. If you are able to build the site yourself, you can update it regularly to share current information, events, and your enrollment status.
Brightwheel's enrollment feature lets families submit applications directly through your website, streamlining your admissions process and reducing manual paperwork.
Daycare SEO
To attract more families to your program, your website needs to be easily discoverable online. Search engine optimization (SEO) is the practice of increasing your website's visibility on search engines like Google. While SEO can be complex, you can apply a few key principles to improve your website's ranking and attract more visitors without hiring a professional.
- Use descriptive URLs: Create clear web addresses that describe each page's content. Search engines use URLs to categorize your site, helping families find you when searching for local childcare options. For example a URL for your enrollment information could be www.yourprogram.com/enrollment.
- Choose strategic keywords: Think about terms families use when searching for childcare: "preschool near me," "infant daycare," "after-school program," or your neighborhood name. Include these phrases naturally in your page titles, headings, and content.
- Claim your business listings: Create free profiles on Google Business Profile and Yelp. Complete every section, add photos of your facilities, and link to your website. Programs with detailed profiles and positive reviews attract more families. Enable reviews on these platforms and respond to all feedback—both positive and negative. Your responses show families you value their input.
- Keep information current: Outdated information hurts your search rankings and confuses families. Set aside time monthly to review all your online listings and update any program details like operating hours or enrollment status, add new photos or testimonials, and respond to recent reviews.
Try search engine marketing
While organic strategies build momentum over time, paid search advertising delivers faster results when you need to fill spots quickly. Search engine marketing (SEM) places your childcare program at the top of search results, increasing visibility to families actively looking for care.
SEM works on a pay-per-click model—you're charged when someone clicks your ad. Set a clear monthly budget before starting to control costs. Target your ads by location, age range of children, and search terms to reach the most relevant audience.
This strategy works well as a supplement while you build organic traffic through SEO and content marketing.
Encourage word of mouth
Word-of-mouth referrals remain one of the most effective forms of daycare advertising. When satisfied families recommend your program to friends and colleagues, their endorsement carries more weight than any marketing message you could create.
Encourage referrals by making it easy for families to share their positive experiences. Consider offering:
- Tuition discounts for successful referrals
- Credits toward registration fees
- Small gifts or recognition for families who refer others
The key is making the referral process simple and rewarding the families who help grow your program.
Collect online reviews
Online reviews extend word-of-mouth recommendations to a broader audience. Prospective families trust reviews from current families because they're authentic and based on real experiences.
Ask satisfied families to share reviews on platforms like Care.com, Winnie, Google, and Facebook. Feature positive reviews on your website and social media to build credibility.
Responding to reviews:
Respond to all reviews—positive and negative—to show families you value feedback. When addressing negative reviews:
- Thank them for their input
- Acknowledge their concerns
- Explain any steps you're taking to address the issue
- Keep your tone professional and constructive
Your responses demonstrate how you handle concerns, which matters as much as the reviews themselves.
Seek out networking opportunities
Build relationships with local businesses and organizations that serve families with young children. These partnerships help you reach families who may not find you through online searches.
Partnership opportunities:- Family fitness centers and gyms
- Children's activity programs (dance, gymnastics, martial arts)
- Pediatric offices
- Real estate agents
- Parent networking groups
- Family-friendly restaurants
Ways to connect:
- Leave business cards or brochures at partner locations
- Request inclusion on their preferred provider lists
- Set up information tables at their events
- Attend local parent meetups and community events
These relationships often lead to warm referrals as partners recommend your program to families they serve.
Get creative
Creative programming attracts families while showcasing your commitment to the community. These strategies help families experience your program firsthand and build lasting connections.
- Host parents' night out events: Think about periodically providing evening care and advertising it as a "parents’ night out". You can have children come in the evenings for a few hours while their parents enjoy a child-free night out (or at home). You can consider offering this service to your regular families or to others in the community who don't typically come to you for child care.
- Provide enrichment activities: Consider offering some extracurricular activities that families may want for their children, such as art, music, language, or dance classes. You may consider partnering with a local company that already provides these services and can teach the children at your program.
- Host community events: Families are always looking for fun things to do with their children, so you can make it easy by hosting events at your facility. Activities like a Halloween trunk or treat, an Easter egg hunt, or a summer picnic are just some ways you can bring your community together.
- Hold an open house: Sometimes, families want to check out your facilities and meet you and your staff. Consider hosting an open house event quarterly to invite potential families into your program.
By being creative in your advertising efforts, you can effectively promote your daycare, build your reputation within the community, and increase enrollment in your childcare program.
Free eBook: Social Media 101 for Childcare Businesses
Download this free eBook and improve your program's social media presence.
Use social media
Social media platforms offer cost-effective ways to reach families searching for child care. Regular posts showcasing your facilities, activities, and staff help build your online presence and keep your program top-of-mind.
Platform strategies:
- Facebook: Join local parent groups and engage authentically in discussions. Share helpful parenting tips and childcare advice to build trust.
- Instagram: Share photos and short videos of daily activities, facility highlights, and staff introductions. Visual content helps families imagine their children in your program.
- TikTok: Reach younger families with short-form video content. With about 70% of users under 34, this platform connects you with millennial and Gen Z parents.
- Paid vs. organic reach: Start with organic posting to build your presence. As you grow, consider targeted ads to reach specific demographics in your service area. Most platforms let you target by location, age, and interests—ensuring your ads reach families most likely to need child care.
Incorporate technology
Families expect modern communication tools that keep them connected throughout their child's day. Highlighting the technology you use—particularly all-in-one platforms—differentiates your program and appeals to tech-savvy families.
Brightwheel streamlines family communication by consolidating messaging, photo sharing, and updates in one platform. Your staff can share real-time updates, learning milestones, and daily summaries without juggling multiple apps or manual methods.
The same platform handles billing, enrollment, and classroom management, reducing administrative time and improving efficiency. Families appreciate the transparency and convenience, while your team saves hours each week on paperwork.
Track your advertising results
Understanding which advertising strategies work best helps you invest time wisely and improve results over time. Track these metrics for each marketing channel:
Key metrics to monitor:- Number of tour requests or inquiries
- Enrollment applications received
- Source of each inquiry (website, referral, social media, etc.)
- Time from first contact to enrollment
- Cost per enrollment (for paid strategies)
Simple tracking methods:
- Ask families how they heard about you during tours
- Review website analytics monthly
- Track social media engagement and clicks
Use this data to focus on the strategies that deliver the best results for your specific program and community.
Attract new families with effective daycare advertising
Strategic daycare advertising combines multiple approaches to reach families where they're looking for childcare options. Start with the tactics that align with your current resources—whether that's optimizing your website, building community partnerships, or strengthening your social media presence.
Track which strategies generate the most inquiries and enrollments, then invest more time in those methods. Consistency matters more than perfecting every channel at once.
The right advertising approach keeps your enrollment strong while building your reputation as a trusted community resource.
