The short answer
Three posts a week is a realistic target for most nurseries: one activity, one team or room feature and one practical update. Stories in between keep current parents engaged.
See our nursery website design work, or tell us what you need.
Consistency beats volume
Three steady posts a week outperform bursts of ten followed by silence.
Facebook still matters
Many parents and grandparents are more active on Facebook than Instagram.
Batch your content
Take photos on one day a week and schedule posts in one sitting.
Choose a schedule your team can maintain
Start with the time and approved material you actually have. There is no posting frequency that guarantees enquiries, so treat a schedule as a manageable experiment rather than a rule. Assign one person to gather suitable images and another to approve sensitive content where necessary. Keep a small bank of evergreen answers about sessions, visits and daily routines, then update time-sensitive posts separately. Review whether people follow through to the website or visit form, not just whether a post gets likes. If the schedule is taking time away from nursery work, simplify it before adding another platform.
For this topic, prepare a short written brief using your own business information. Start with the advice on choose a schedule your team can maintain, then identify who can approve each detail and what needs checking before publication. Ask someone outside the business to read it and explain the next step back to you. Keep a copy of the agreed wording so future updates remain consistent with the service you actually provide.
Build a plan around useful questions
Gather the questions people ask before they contact the business, then turn those into a manageable content plan. Mix practical answers with genuine introductions and examples of your work. Give each post a purpose rather than publishing because the calendar has an empty slot. Keep offers, prices and availability accurate. Use a clear next step when one is relevant and link to a page that answers the remaining questions. A smaller schedule that staff can maintain is better than an ambitious plan that stops after a week. Review the plan when repeated questions or services change.
Set an approval and privacy process
Decide who prepares posts and who approves them before publication. Check permission for identifiable people and any material owned by someone else. Keep customer records and sensitive conversations out of public content. Store approved images in an organised library with notes on permitted use, and remove material when permission is withdrawn where required. Scheduled posts still need checking when circumstances change. Avoid making claims about outcomes you cannot evidence. A consent or approval process is part of the work, not something to add after a complaint. Seek appropriate advice when legal or professional rules apply.
Review enquiries, not only engagement
Likes and views can show interest, but they do not tell you whether people chose the right service or made an enquiry. Check whether links work and whether the linked page gives clear contact choices. Compare questions coming through messages with the information already published. Use permitted measurement where the visitor has given the required cookie choice, and do not add unauthorised tracking to compensate for missing data. Test one useful improvement at a time. Keep the website and profile details consistent so visitors do not find conflicting prices or opening times between platforms.
Keep the parent journey and records proportionate
Nursery communications should help families understand the setting and arrange a visit without collecting unnecessary information. Use age bands rather than child names or dates of birth in an initial website enquiry. Funding wording should link to current official eligibility information and distinguish eligibility from availability at the nursery. Keep enquiry follow up separate from ongoing promotional messages. Manager approval is useful when an email refers to availability or next steps that can change. Leo Digital’s visit system is already running at two London nurseries; it brings enquiries, stages and open days into a private admin panel. That is a specific deployed system, not a promise that every website includes the same scope.