What the 100 top performing daynurseries.co.uk profiles looks like

What are the most important elements on a daynurseries.co.uk profile? Should you focus on photos? Videos? Team member profiles? We set out to answer these questions in order to help you get the most out of your subscription.

We started by identifying and analysing the top 100 daynurseries.co.uk profiles. We defined the top profiles as the nurseries that received the most care email enquiries in 2020.  We looked at the commonalities of these profiles so you can compare your nurseries profile.  What we found is nurseries that receive the most care enquiries also faired above average for brochure requests, telephone number views and website clicks.

There are some factors outside of your control, for example a nursery in London is likely to receive more enquiries than a nursery in a rural setting simply because of the population density differences.  However, many nurseries in rural settings still made the top 100 list. With some small additions and adjustments you may be able to increase the amount of care enquiries through daynurseries.co.uk in 2021.

If you have any questions about any items in this article, talk to your account manager who will be happy to help you implement these changes. 

More reviews mean more enquiries

What is clear through our analysis is that the number of reviews matter.  The top 100 profiles have on average 5 more reviews than the site average  It is important that your review score is high, a top 100 nursery has an average review score of 9, but generating a high volume of reviews makes your nursery’s feedback more trustworthy to parents.   

Although you will be keen to generate the strongest reviews, it is more important to generate ongoing new reviews.  Parents like to look at the good reviews as well as the not-so-good reviews.  It appears that varied reviews give parents more confidence that the reviews are genuine and builds a truer picture in their head of the service you offer.

Photo subject

With photos, photo quality is key.  Top 100 profiles have around the same amount of photos as the average total daynurseries.co.uk profile, which is 11-12,  but on analysis of what the photos capture, the top nursery profiles makes each image build a story of what a child will be doing, playing with and learning day-to-day.

Commonly, the top 100 profiles mostly include:

• Shots of all the play areas
• Where possible, outside areas
• Facilities available, especially ones that make your nursery stand out
• Pictures of children enjoying activities put on by the nursery (be sure to obtain permission to feature children from their parents)
• Pictures of your staff engaging with the children

The photos of top profiles were of a good quality, not pixelated and mostly taken in landscape form.  Ensure that you're not showing duplicate photos which take up valuable page real estate.

Parents want videos

Across all daynurseries.co.uk profiles, 25% have a video.  However our top 100 profiles for care enquiries are 30% more likely to have a video uploaded.  Videos allow you to show your nursery's personality and atmosphere by showcasing activities, showing children having fun and allows parents to virtually "pre-meet" your staff.  On assessment of the videos of the top 100 nurseries for care enquiries, we noticed that most are not flashy or made with high tech equipment, many were short clips made and produced on smart phones.  Here are some ideas taken from some of the videos we reviewed:

• A tour of the nursery
• A few clips from an activity session with shots of children laughing, playing or learning
• A quick interview with a staff member about the nursery's learning philosophy or a typical day
• Shots of children turning up for nursery excited 
• Staff showing off their fun side miming and dancing to a song

In fact, each video we reviewed was somewhat unique on subject, the video offers parents a fuller picture of what's on offer before making an enquiry.