A parent is about to hand you their child.

Registration and ratios come first

Parents may not know the terminology, but they know to look for official standing. Make it easy to find.

• Your Department of Social Development ECD registration
• Staff-to-child ratios, by age group, stated as numbers
• Which staff hold first aid certification, and how current it is
• Access control, collection procedure and who may fetch a child
• The daily routine, hour by hour — parents read this closely
• Fees in full: monthly, registration fee, and what happens in December

Publish the fees

Preschool fees vary enormously and parents are budgeting to the rand. A school that publishes them is trusted before the first visit, and spares its office manager the same call fifteen times a week. Include the registration fee and holiday billing, because those are the surprises that sour a new relationship.

Aftercare is a separate search entirely

Working parents search "aftercare near [primary school name]" with real urgency, usually in January. If you offer it, that is its own page naming the schools you collect from — a specific, local, low-competition search that most preschools bury in a paragraph.

Fees and ratios, before anything else

A parent choosing a preschool is making one of the more anxious decisions of the year, on a short deadline, usually while at work. Monthly fees, hours and how many children there are per adult are the three things they need and the three things most preschool sites omit.

• Monthly fees, registration fee, and what they include
• Hours, including aftercare and what happens in school holidays
• Ratio of staff to children, per age group
• Whether you are registered, and with which department
• Photographs of the actual classrooms and outdoor space

Safety information is what converts, not decoration

Access control, who is allowed to collect a child, first-aid training, illness policy. Parents are scanning for evidence that you have thought about this properly. A preschool site that addresses it directly is immediately more credible than one covered in cartoon graphics.