How should a multi-centre childcare website work?

A multi-centre website should make the provider feel coherent without making every service look interchangeable.

Use two content layers.

Provider-wide content

Keep genuinely shared information at group level:

• organisational purpose and governance;
• child-safe commitments;
• overarching educational principles;
• careers;
• privacy;
• complaints escalation;
• group-wide news and policies.

Centre-specific content

Each location needs its own complete page or section containing:

• address, phone, opening hours and directions;
• leadership and local team information;
• rooms, age groups and capacity model;
• fees, sessions, inclusions and funding information;
• availability and start periods;
• quality rating;
• local photos and environment;
• tour and enquiry options;
• community connections and centre-specific program examples.

Do not create thin pages where only the suburb name changes. Families can compare service-level quality, fees and vacancies on Starting Blocks, so a group website should be at least as clear at the local level. ^R4

Give each centre an accountable content owner, while retaining provider approval for legal, brand and policy material. Use structured fields for facts that need consistency and local editorial areas for the detail that makes a service distinct.

For Google visibility, maintain accurate individual Business Profiles and location pages. Google advises that complete and accurate information helps local results and that ranking depends mainly on relevance, distance and prominence. ^R8

Keep enquiries routed to the correct centre from the start. A central team can oversee response standards, but local staff need enough context and ownership to answer accurately.

Practical next step: audit every centre page side by side. Highlight content that is genuinely local, content that is shared and content that is duplicated without adding value.

Related guides

• How to keep childcare fees, rooms and availability current online
• How can a childcare centre be found on Google?
• How to market a new childcare centre before opening