It feels like all I've been talking about this month is websites. I've been re-working our own company site as well as helping a number of nurseries to improve their online presence.
The great thing about the internet is that it provides every setting with the chance to put up a permanent advert for all to see, and it really is the first port of call when parents are looking for a place. The challenge is how to convey the right message so they pick up the phone and book a visit.
What will work best is if your website delivers on the following key components: happy children, caring staff, good activities. These tend to be at the top of every parent's checklist. But before you start thumbing the thesaurus to help you describe your superlative, excellent, incredible setting, get out the camera!
Pictures help you say what you really want, without resorting to waffle. Just think of the best adverts you see in magazines - it's the images that draw you in.
For authenticity, use photos taken at your setting, featuring staff and children interacting rather than empty rooms. Be inclusive and represent all age ranges. This is much better than opting to buy 'stock' images that everyone else uses too. Staff may be reluctant to join in, but persuade them, give plenty of notice and ask for their input. Make sure they're in uniform that shows off your logo to full effect.
Using images of children for promotional purposes can be a contentious issue and sadly, recent events in Plymouth add to the concerns, but it's definitely worth asking. Speak to parents directly, as well as asking them to sign a permission form. When you capture a great moment featuring their child, give them a copy and explain how you'd like to use it. Offer assurances that it will only be used for your site and confirm that you will not print names.
For top quality results, think about getting a professional photographer involved. If budgets are tight, try calling the local paper and asking for the photodesk. Often you can get a local press photographer to capture some shots, and at very reasonable rates.
If you opt for the DIY route, use a decent digital camera and be patient. Avoid shots of children posing and staring down the lens. The more natural and engaged, the better. A flick through some back issues of Nursery World is bound to give you some good ideas.
- Derek Hayes is a senior consultant/trainer for the Childcare Consultancy at www.childcareconsult.co.uk.