How to Get More Customers as a Childcare in Australia

Introduction

Most childcare centres in Australia still rely on word of mouth and local council waiting lists to fill their spots. That strategy worked a decade ago when parents had fewer options and less information at their fingertips. Today, it's a different game entirely.

In 2026, 97% of parents search online before choosing a childcare provider. They're reading Google reviews, comparing websites, scanning maps, and even asking ChatGPT for recommendations — all before they ever pick up the phone or send an enquiry.

If your childcare centre doesn't show up in those moments, you're invisible. And invisible centres don't fill vacancies.

The good news? You don't need a massive marketing budget to fix this. You need a structured approach that puts your centre in front of the right parents at the right time. That's exactly what this guide covers.

We work with childcare operators across Australia every single day, and we've seen what moves the needle. This isn't theory. These are the specific steps that drive real enrolment enquiries, whether you're running a single centre in suburban Brisbane or managing a multi-site operation across Melbourne.

Let's get into it.

TL;DR

• This is a step-by-step guide to getting more customers as a childcare centre in Australia
• We cover Google Maps optimisation, reviews, website strategy, content marketing, AI search, and tracking
• The average childcare booking is worth $100–$150 per day per child, with families staying enrolled for years — making each new customer worth thousands in lifetime revenue
• Most of these strategies cost nothing but time, and the ones that cost money deliver strong returns when done properly

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Step 1: Claim and Optimise Your Google Business Profile

Your Google Business Profile (GBP) is the single most powerful free marketing tool available to any childcare centre. When a parent searches "childcare near me" or "childcare in [suburb]," Google shows a map pack — three businesses with their ratings, hours, photos, and contact details. That map pack gets more clicks than any other section of the search results.

If your centre isn't showing up there, you're losing enquiries every single day.

Here's how to set it up properly:

Claim your listing. Go to business.google.com and either claim your existing profile or create one from scratch. Google will verify your address, usually by postcard or phone call.

Complete every single field. This isn't optional. Fill in your business name (use your real registered name — don't stuff keywords into it), address, phone number, website URL, hours of operation, and business category. Your primary category should be "Child Care Agency" or "Day Care Center." Add secondary categories like "Preschool" or "Before and After School Care" if they apply.

Write a compelling description. You get 750 characters. Use them. Mention your suburb, the age groups you cater to, your philosophy (Montessori, play-based, Reggio Emilia), and any standout features like outdoor learning spaces, qualified educators, or extended hours. Write for parents, not for Google.

Upload quality photos. Centres with more than 20 photos get 35% more clicks than those with fewer than five. Show your indoor and outdoor play areas, meals, learning activities, and smiling staff (with appropriate permissions). Update photos monthly.

Post weekly updates. Google lets you publish posts directly on your profile — upcoming events, open day invitations, enrolment availability, or educational tips. These posts signal to Google that your business is active, and they give parents another reason to choose you.

Set up messaging. Enable the messaging feature so parents can contact you directly from your profile. Respond within an hour during business hours. Google tracks your response time and displays it publicly.

Your GBP is your digital shopfront. Treat it with the same care you'd give your physical entrance.

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Step 2: Get Your Website Ranking for Local Keywords

Your website needs to do one job exceptionally well: show up when local parents search for childcare. That means ranking for keywords like "childcare in [suburb]," "long day care [city]," and "best childcare near [location]."

Build suburb-specific landing pages. If your centre serves families from multiple suburbs — and most do — create a dedicated page for each one. A centre in Epping, Melbourne, should have pages targeting "childcare Epping," "childcare South Morang," and "childcare Mill Park." Each page should include unique content about how you serve families in that area, local landmarks for directions, and specific calls to action.

Optimise your service pages. Create individual pages for each service you offer: long day care, before and after school care, vacation care, kindergarten programs, and early learning. Each page should target a specific keyword and answer the questions parents actually ask. What ages do you accept? What are your hours? What's your educator-to-child ratio? What meals do you provide?

Get your technical SEO right. Your site must load in under three seconds on mobile. Over 70% of parents searching for childcare are doing it from their phones — during a lunch break, on the train, or while their toddler naps. If your site is slow, clunky, or hard to navigate on a small screen, they'll hit the back button and find a competitor.

Add schema markup. This is structured data that helps Google understand your business details — your address, phone number, operating hours, and reviews. It increases your chances of appearing in rich results and the local map pack.

Include clear calls to action. Every page should make it dead simple to book a tour, call your centre, or submit an enquiry form. Don't bury your phone number in the footer. Put it at the top of every page.

For a deeper dive into ranking strategies, check out our complete guide to SEO for childcare centres.

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Step 3: Build a Review Generation System

Reviews are the number one trust signal for parents choosing childcare. A centre with 80 five-star reviews will always beat a centre with 4 reviews, regardless of which one is actually better. That's the reality, and you need to work with it.

When to ask for reviews: The best time is after a positive interaction. A parent compliments your educators? Ask. A child hits a developmental milestone at your centre? Ask. You host a successful family event? Ask. Strike while the emotional connection is fresh.

How to ask: Make it frictionless. Send a direct link to your Google review page via text message or email. Here's a template that works:

"Hi [Parent Name], we love having [Child's Name] at our centre. If you've had a positive experience, we'd really appreciate a quick Google review — it helps other families find us. Here's the link: [URL]. Thank you!"

Respond to every single review. Positive reviews get a genuine thank-you that mentions something specific. Negative reviews get a calm, professional response that acknowledges the concern and invites the parent to discuss it privately. Never argue publicly. Prospective parents read your responses just as carefully as they read the reviews themselves.

Build a system, not a one-off effort. Set a reminder to ask two or three parents each week. Train your centre director and room leaders to identify good moments to request feedback. Over six months, you'll build a review profile that dominates your local competitors.

Aim for recency. Google weighs recent reviews more heavily. A steady stream of new reviews signals that your centre is active and consistently delivering quality care. Fifty reviews from three years ago won't carry the same weight as twenty reviews from the past three months.

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Step 4: Create Content That Attracts Customers

Content marketing for childcare isn't about going viral on social media. It's about answering the questions parents are already typing into Google and building trust before they ever contact you.

Blog posts that rank: Write about topics parents genuinely search for. "How to prepare your child for their first day at childcare." "What to look for in a childcare centre." "Understanding the Child Care Subsidy in Australia." These posts pull parents into your website from organic search, position you as a knowledgeable provider, and keep your centre top of mind.

FAQ pages: Build comprehensive FAQ pages that answer the practical questions parents have. What are your fees? Do you accept the Child Care Subsidy? What's your sick child policy? What qualifications do your educators hold? Each answered question removes a barrier between a parent and an enquiry.

Local guides: Create content tied to your community. "Best parks near [suburb] for toddlers" or "Family-friendly activities in [city] this school holidays." These pages attract local traffic and build your site's authority for geographic keywords.

Video content: Short videos of your learning environments, a day-in-the-life walkthrough, or a quick message from your centre director build emotional connection. Embed them on your website and share them across your Google Business Profile and social channels.

The key is consistency. One blog post won't transform your business. Publishing two quality pieces a month for a year will compound into serious organic visibility.

Want to learn more about local content strategy? Read our guide on local SEO for childcare.

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Step 5: Optimise for AI Search (GEO)

Generative Engine Optimisation — GEO — is the newest frontier, and most childcare centres haven't even heard of it yet. That's your advantage.

Parents are increasingly asking ChatGPT, Perplexity, Google's AI Overviews, and other AI tools for childcare recommendations. "What's the best childcare in Penrith?" "Can you recommend a Montessori centre in Brisbane?" These tools pull their answers from structured online data — your website, reviews, directories, and mentions across the web.

How to get recommended by AI:

Be mentioned on authoritative sites. Get listed on reputable childcare directories, local business listings, parenting forums, and council websites. AI tools synthesise information from multiple sources, so the more places your centre appears with consistent, positive information, the better.

Structure your website content clearly. Use headers, bullet points, and direct answers to common questions. AI tools favour content that's easy to extract and cite.

Build topical authority. Publish in-depth content about early childhood education, your specific philosophy, and your local area. AI tools are more likely to recommend businesses that demonstrate genuine expertise.

Maintain consistent NAP (Name, Address, Phone) data everywhere. Inconsistencies confuse AI systems the same way they confuse Google's algorithm.

This is early days for GEO, but the centres that start now will have a massive head start. We break this down further in our GEO for childcare guide.

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Step 6: Track Your Results

Marketing without measurement is guessing. You need to know what's actually driving enrolment enquiries so you can double down on what works and cut what doesn't.

Track these metrics monthly:

• Phone calls from Google Business Profile. Google reports this directly in your GBP dashboard. This is your most valuable lead source for most centres.
• Website form submissions. Set up goal tracking in Google Analytics so you know exactly how many tour bookings or enquiry forms get submitted each month.
• Keyword rankings. Monitor where you rank for your target suburb keywords. Tools like Google Search Console (free) show which queries are driving impressions and clicks.
• Review count and average rating. Track your review velocity — how many new reviews you're getting per month — and your overall star rating.
• Website traffic by source. Understand how much traffic comes from organic search, direct visits, social media, and paid ads. Organic search should be your largest channel over time.

Set benchmarks. If you're getting 20 enquiries a month now, aim for 30 within six months. If you're ranking on page three for your main keyword, target page one within four months. Without specific goals, you won't know if your efforts are paying off.

Report these numbers to your ownership group or board monthly. Marketing becomes much easier to justify when the data is clear.

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When to Hire a Professional

Everything in this guide is achievable in-house if you have the time, discipline, and willingness to learn. But most childcare operators are already stretched thin managing staff rosters, compliance requirements, parent communications, and the daily reality of keeping children safe and engaged.

Consider hiring a professional when:

• You've tried DIY for three to six months with minimal results
• You don't have a dedicated staff member who can commit five or more hours a week to marketing
• You're operating in a competitive area where multiple centres are fighting for the same families
• You want to scale across multiple locations and need a consistent strategy

At MoneyNearMe, we work exclusively with Australian service businesses. Our packages range from $500 to $2,000 per month depending on your centre's size, competition level, and growth goals. We handle Google Business Profile management, local SEO, content creation, review strategy, and GEO — everything covered in this guide, executed by specialists who do this daily.

Book a free strategy call with our team and we'll show you exactly where your centre stands and what it'll take to fill those vacant spots.

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Frequently Asked Questions

How can childcare centres get more customers online?

Optimise your Google Business Profile, build a website that ranks for local keywords, generate consistent reviews, and create helpful content that parents search for.

What's the fastest way to get more calls as a childcare centre?

Fully optimise your Google Business Profile with photos, posts, and complete business details. Most centres see increased calls within 30 days.

How much should I spend on marketing as a childcare centre?

Most centres should allocate 3–5% of revenue. For a centre turning over $1M annually, that's $30,000–$50,000 per year across all channels.

Is Google Ads or SEO better for childcare?

SEO delivers stronger long-term ROI. Google Ads can fill gaps quickly while SEO builds momentum. The best strategy usually combines both.

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Ready to stop losing enquiries to competitors who show up where you don't? Get in touch with MoneyNearMe and let us build you a local marketing system that fills vacancies consistently.