A brand-new nursery in central High Wycombe has no reviews, no waiting list and no reputation yet. We gave it a website that answers every parent’s questions, including the one most nurseries avoid: what will it cost me?
Most nursery websites support a reputation that already exists. Parents hear about a nursery from a friend, check the website to confirm what they have heard, and book a visit. A brand-new nursery has none of that. There are no reviews to read, no children to see in the garden, and no neighbour who can say how settled their little one is. The website has to do all of it.
Apollo Day Nursery is a new, purpose-built setting of around 7,000 square feet in central High Wycombe, caring for children from six months to five years. We have designed websites for dozens of nurseries and preschools, and we know that a launch like this is the hardest brief there is: parents are being asked to commit a child, and a large part of the household budget, to a place that in many cases they can’t yet walk into.
So the brief was simple to say and hard to do. Make a parent who has never heard of Apollo trust it enough to book a visit.
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We began with the questions. A parent searching for a nursery wants four things in roughly this order: can I see it, is it right for my child’s age, can I afford it, and can I get a place. A new nursery with no history needs the site to answer all four on the first visit, without a phone call.
The homepage leads with the practical facts: the age range, the opening hours of 8am to 6pm, the optional early and late sessions that help parents with a commute, and the fact that government-funded places are accepted. An enquiry form and a visit booking are one click away from every page, and there is no brand story to wade through first.
Behind that, each question gets its own page. Our Nursery explains the setting and the EYFS approach. The Age Groups page takes parents through the baby, toddler and preschool rooms separately, with the adult-to-child ratio for each, so a parent of a nine-month-old reads about the baby room and nothing else. Curriculum, Admissions, Gallery and Policies sit alongside, and there is a Careers page too, because a new nursery has to recruit a team as well as fill rooms.
The centrepiece is the fees calculator. Nursery funding is confusing: 15 or 30 funded hours, a 38-week allowance stretched across a 51-week year, and different rates for different ages. Most nurseries respond by hiding fees behind an enquiry form, which is exactly when a parent gives up and tries somewhere else. Apollo’s calculator takes a parent through five steps, covering funding eligibility, their child’s age, funded hours, session type and days per week, and ends with a weekly estimate. It explains stretched funding in plain terms, is upfront that consumable extras are charged separately, and finishes on one clear next step: book a visit and receive a personalised fees plan. A parent leaves with a number, and a nursery that was honest about it.
Underneath, the SEO foundations went in from the start. The homepage and key pages carry meta titles and descriptions written around High Wycombe, because parents search by place, and a new nursery needs to be found by the people who live nearby before anyone else.
Apollo Day Nursery launched with a website that does the work of a reputation it hasn’t yet had time to build. A parent can see the ages, the hours, the funding position and an estimate of their own weekly cost, then book a visit, without needing to pick up the phone or wait for an answer.
It also shows how to launch a nursery the right way round. The best nursery websites put the parent’s questions first and the nursery’s own story second, and the calculator turns the most worrying question into a reason to get in touch.
Opening a nursery, or tired of a website that hides the answers?
We have designed websites for dozens of nurseries, preschools and kindergartens across the UK, and we know what parents look for. Get in touch to talk about your project. You can see more of our work on our web design for nurseries page.
