By Blessing Okoro 

 

 

Your website is not just a digital brochure — it’s a conversion tool. If you’re running Google Ads, posting on social, or getting referrals, chances are the first thing families do is visit your website. What happens next determines whether they schedule a tour or click away. And that’s where most child care centers lose momentum.

Below is my go-to framework for making your website a conversion powerhouse — clear, intentional, and built to support your enrollment goals.

 

 

1. Lead With Clear, Confident Calls to Action

Too many websites bury the next step. Don’t make families guess what to do.

What to do:

• Add a “Schedule a Tour” or “Check Availability” button in the top-right menu. This should be sticky or visible even as the user scrolls.
• Include CTA buttons at logical stopping points: after describing your program, at the bottom of your homepage, and in the site footer.
• Use urgent, parent-focused language:
  “Limited spots available — book your visit today.”
  “Now enrolling: infants to preschoolers — schedule your tour.”

Why it works:

It removes ambiguity and creates direction. Parents feel guided, not sold to.

 

 

2. Prioritize Mobile Experience

Over 70% of your website visitors are likely browsing from a phone — often between work, errands, or feedings. If your mobile site is slow or clunky, they’ll bounce.

What to do:

• Test your site on a phone. Are buttons easy to click? Can you find the tour form without pinching and zooming?
• Make your phone number clickable: <a href=”tel:5555555555″>Call Us</a> (href=tel: creates the call link. This tells the browser how to use the number.)
• Compress large images and avoid unnecessary animation or popups.

Tools to use:

• Google’s PageSpeed Insights
• Mobile-friendly test at search.google.com/test/mobile-friendly

 

3. Build a High-Converting Landing Page for Ads

Your homepage is for general traffic. Your paid ads need a dedicated landing page that walks a visitor straight to the action.

What to include:

• Headline: What do you offer and who do you serve? (e.g. “Loving Infant and Toddler Care in Wichita Falls”)
• Key benefits: hours, safety, qualified staff, healthy meals, etc.
• Real photos (not stock!)
• Embedded form or button to schedule a tour
• Trust signals: licensing, certifications, years in business, Google reviews

Pro tip:

Use platforms like Squarespace, Wix, or Leadpages to build clean, mobile-optimized landing pages fast — no web developer needed.

 

 

4. Use Social Proof That Actually Sells

Social proof isn’t optional. It’s often the tipping point.

What to do:

• Collect 2–4 short testimonials from parents who love your center. Use their first name and child’s age if they’re okay with it.
• Showcase logos of local organizations or certifications you’re affiliated with.
• Embed a 30-second “meet the director” video or classroom tour — raw and real is better than overproduced.

Where to put it:

• On your homepage, landing page, and “About” page.
• Near any form where you ask a parent to submit info — it boosts trust.

 

5. Ditch Stock Photos — Tell Your Real Story

Parents are trying to picture their child in your space. Stock photos just won’t connect.

What to do:

• Use high-quality images of your classrooms, outdoor play spaces, and daily routines.
• Show diversity, hands-on learning, and engaged caregivers.
• Get signed photo releases and build a small photo library.

Bonus tip:

Use a mix of close-up shots (for emotion) and wide-angle photos (to show environment).

 

 

6. Streamline the Contact Form

A long, complicated form is a conversion killer.

What to do:

• Use only the essentials:
  • Parent’s Name
  • Child’s Age or DOB
  • Email or Phone
  • Optional Message Field
• Don’t use dropdowns unless necessary.
• Place this form on multiple pages — homepage, landing page, and dedicated “Schedule a Tour” page.

Add reassurance:

Below your form, include a short message like: “We typically respond within 24 hours. Your information is never shared.”

 

 

7. Track What’s Working

If you’re running ads or investing time in marketing, you need data.

What to do:

• Install Google Analytics 4 on your website.
• Set up conversion tracking for:
  • Tour form submissions
  • Phone number clicks
  • Button clicks (Schedule Tour, Contact, etc.)
• Use Google Tag Manager to manage tracking easily.

Why it matters:

You’ll know which marketing efforts are driving real results — and what needs tweaking.

 

 

Bonus: Build Momentum With Small Changes

You don’t have to overhaul your whole site overnight. Start with:

1. Adding a tour button in the top navigation.
2. Replacing one stock image with a real one.
3. Gathering two quick testimonials this week.
4. Simplifying your contact form.

Each small improvement moves you closer to a site that supports your business.

 

 

Final Word: Your Website Should Work as Hard as You Do

A strong website builds trust before you ever answer the phone. When it’s clear, parent-friendly, and aligned with how families make decisions, it becomes your best enrollment assistant — running 24/7.

Let’s make sure yours is doing exactly that.

📅 Book a Free Marketing Analysis Call — We’ll personally walk through your website, ads, and marketing funnel to help you uncover opportunities to drive more inquiries and enrollments.