Why Your Website and Social Media Matter More Than Ever in the Early Years

I created my first nursery website in 2018.

At the time, it wasn’t about marketing or growth. It was about practicality. Parents were asking the same questions repeatedly. Ofsted wanted to see evidence of communication. Staff needed clarity.

I needed a way to show, not just tell, what our setting was really like.

What I didn’t realise then was how powerful that decision would become.

Today, a website and social media presence are no longer “nice extras” for early years settings. They are often the first interaction a family has with you — long before a phone call, a visit, or a settling-in session.

Me, early in my career, showcasing on Facebook the area we were going to turn into an outdoor learning space.

Parents Are Already Looking – The Question Is What They Find

Choosing childcare is not a quick decision. Families research. They compare. They follow quietly. They scroll your Facebook page, click through your photos, and read between the lines of your website.

Your digital presence becomes your shop window.

A dated website, broken links, or a Facebook page that hasn’t been updated in months can unintentionally suggest a lack of care or organisation — even when the reality inside the setting is completely different.

On the other hand, a clear, warm and authentic online presence builds trust before a parent ever meets you.

Your Website: More Than Just Information

A strong early years website should do far more than list opening times and fees.

It should:

• Reflect the warmth and ethos of your setting

• Clearly explain your approach to learning and care

• Make it easy for parents to enquire or book a visit

• Work seamlessly on mobile devices

• Use real images and real language, not stock phrases

I’ve seen first-hand how a well-designed website changes the quality of enquiries a setting receives. Parents arrive informed, aligned with your values, and already feeling confident.

Social Media: Building Trust, Not Chasing Likes

Social media in the early years is often misunderstood.

It isn’t about trends, filters or posting every day. It’s about connection and reassurance.

Parents want to see:

• Familiar routines

• Staff interactions

• Children engaged in meaningful play

• Seasonal activities and everyday moments

These small glimpses help families imagine their child in your care.

Many parents will follow a setting for weeks or months before making contact. Consistent, thoughtful posts keep you visible and help families feel confident when they are ready to take the next step.

Ofsted Are Looking Too

This is something we don’t always say out loud — but it matters.

Ofsted often build a picture of a setting before they arrive. Websites and social media pages contribute to that picture. When communication is clear, values are visible, and practice is celebrated, inspectors arrive with context.

I experienced this directly. Before one inspection, Ofsted had already seen our outdoor developments, special events and curriculum focus online. That groundwork mattered.

Why I Now Support Other Settings With This

As Early Insights has grown, more settings began asking for help with websites and social media — not because they wanted to “market”, but because they wanted their online presence to match the quality of their practice.

Nursery owners are busy. Time is limited. What’s needed isn’t complexity, but clarity.

That’s why my approach focuses on:

• Simple, professional websites that are easy to update

• Clear guidance on what to post and why

• Systems that staff can realistically maintain

• Confidence, not dependency

Your website and social media should support your setting — not become another burden.

A Final Reflection

The care, thought and professionalism that exists inside early years settings deserves to be seen.

A strong digital presence doesn’t change who you are — it helps you communicate it more clearly.

If your website feels outdated, your social media feels inconsistent, or your online presence doesn’t reflect the reality of your setting, it may be time to rethink how your story is being told.

Sometimes, small changes online can make a big difference offline.