Seven nurseries, seven front doors, four times the enquiries °

The Brief

Children’s Corner Childcare runs seven nurseries around Leeds and nine holiday clubs. The website ran none of them properly. It was basic, it was beige, and it told parents the address and not much else. The holiday clubs had never taken a single direct enquiry through it.

The group wanted three things: to rank for “Nursery Leeds”, a site with a proper sense of fun, and above all a site that gave parents confidence. Choosing childcare is one of the most trust-heavy decisions a parent ever makes online. The old site was not earning any of that trust, and it was not even showing up.

The Thinking

Nobody searches for a childcare group. Parents search for a nursery near them: near home, near work, on the school run. So we stopped treating Children’s Corner as one website and started treating it as seven local businesses under one roof.

Every nursery would get its own page, built and localised as its own front door. Its own local keywords. Its own photography and personality. And each one wired directly into its own Google Business Profile, so the page, the profile, the reviews, the directions and the phone number all pointed at the same local entity. Design and local SEO as one system, not two projects that wave at each other.

The design had to do the trust work too. Warm, playful, penguins front and centre: a site that finally felt like the nurseries do when you walk in. For a parent, that feeling is the difference between a bookmark and a booking.

What We Did

• Design transformation. Parents judge a nursery website in seconds. We replaced the beige with the brand the nurseries actually have in person: bright, warm and unmistakably Children’s Corner, penguin mascots and all. Fun for the children, reassuring for the parents.
• A front door per location. Each of the seven nurseries got its own localised page, targeting the searches parents in that postcode actually make, rather than one generic page asking Google to guess.
• Google Business Profile integration. Every location page wired into its GBP listing, so local search signals reinforce each other instead of fragmenting across seven half-claimed profiles.
• Technical rebuild. Under the paint, a clean technical build: site health at 98%, up 23 points, above SEMrush’s top-10%-of-websites benchmark of 92%.
• Paid support. Google Ads running alongside, so the group showed up while the organic work compounded.

The Results

The Google Business Profile numbers prove the local strategy. Discovery searches rose 53.87% (76,305 vs 49,589): parents finding nurseries they did not know existed. Direction requests rose 87.75% (1,624 vs 865), and that is the closest thing search has to a knock on the door. Website visits rose 48.55% (2,145 vs 1,444), direct searches 48.77% (82,064 vs 55,160), and calls 17.59% (1,544 vs 1,313).

Search Console tells the same story from the other end. Comparing month-long windows a year apart, impressions more than doubled, 31.8k to 71.6k, and clicks went from 535 to 1.03k.

The paid layer carried its weight too: 112 conversions at £12.40 each on £1.39k of spend in a quarter, against a lifetime value of around £30k per placed child. At those economics, one placement pays for years of the marketing.

We have four times the level of enquiries. You have made a massive difference to our business!

Mattie Dawson, Director, Childrens Corner Childcare.

The Takeaway

Local businesses do not win local search with one big homepage. Children’s Corner won it street by street: a front door per nursery, each wired into its own Google Business Profile, on a site that finally felt like the place parents were about to trust with their children. Design and local SEO shipped as one system, and the system did what neither does alone: four times the enquiries, and direction requests up 87.75% from parents already on their way.