9 Tips: How to write a profile for your childcare setting
The value of being able to describe what you do concisely is so important. People are bombarded with so much news and content these days that attention spans are low and competition is high. Don’t worry though! We’ve compiled this list of simple tips and ideas to help you to showcase your setting to families.
- Keep it snappy. Research shows that core webpages (like your ‘About Us’ page) of between 300 to 500 words tend to rank better in search engine results. This would take the average reader between 1.5 and 3 minutes to read. Long enough to give them the key information they need, but not too long to distract them from contacting you. You can also use condensed versions or snippets to create social media posts and graphics.
- Consider who you are trying to attract and be crystal clear about this in your first sentence. Leave families thinking “YES! This looks like the right nursery for my family!”
- Make sure you speak directly to your target market - show them how your setting can help solve a problem or fulfil a desire for them. Empathise with any problems that your activity could solve for them/their child.
Example: Are you looking for a childcare setting that is home-from-home and prioritises healthy food and the outdoors? At Seren’s Place, we’ve been welcoming children for over 30 years. We pride ourselves on our fresh home-cooked menu and beautiful, calm outdoor space. The children love helping to grow fresh veggies in our allotment space and feed the chickens!
- Focus on what the children will gain by joining your setting - focus on the benefits, not just the features.
Example: “All of our staff are first aid trained to the highest standards - so you know your children are in safe hands” or “We provide healthy break-time snacks and drinks - so you don’t have to worry about packing extras”.
Try this formula to get started: "[ FEATURE - what your business does/has] so that [BENEFIT - why should your customer care]"
- Are there any questions which you get asked all the time about your setting? You could cover the answers in your profile, as this might help to overcome any objections people have to signing up.
Example: “What is your CIW rating?” “We are rated as EXCELLENT by CIW. Here’s what they said in our 2024 inspection: ‘Children make outstanding progress at this nursery and are very happy and settled.’”
- Remember, people like to buy from people, not faceless companies, so think about how you can bring some of your personality into your writing! You could say why you love what you do and use some quotes from current staff and parents.
- Reading your profile page might be the first time your customer meets you and your business, so always double-check your spelling and grammar. You could copy and paste the text into a Word document or use a free program like ‘Grammarly’ to run a spell check. Spelling mistakes and grammatical errors might seem small, but they can be off-putting and detract from your message.
- Ask someone else to read it for you. Ask them what they thought the main points were and if there’s anything you missed. You can email it to us too if you’d like a fresh pair of eyes (we have an in-house copywriter). You can reach us at [email protected].
- Lastly, add any essential logistical information - opening hours, directions, fees. Make sure that you keep this updated when things change within your business.
Once you’ve written your summary then you could use it for your Wootzoo profile; as part of your website ‘About Us’ section; or to create social media posts which introduce you and your nursery.
If you’ve found this helpful you can follow us on Instagram and Facebook for more ideas and subscribe to our newsletter here. We’d love to see all the great things you’re doing in your setting, so send us an email or DM and we’ll give you a shout-out on our socials!