It’s no secret that parents rely on Google to find everything from playgrounds to play centres — especially when the kids are already in the car and asking what’s next. If your business caters to families, you want to make sure you show up right when they’re searching. But even the most family-friendly café, toy shop or after-school activity can get lost online without a little digital legwork.
Thankfully, there are a few simple things you can do to make sure your business gets found by the people who need it most — busy parents looking for reliable, local options they can trust.
Be Clear About What You Offer (And Who It’s For)
The first step is making sure your website and online listings clearly explain what kind of business you are, and who you’re trying to help. A surprising number of local businesses miss this step.
If you run a café with a play area, for instance, say so upfront. If you offer weekend sports classes for kids aged 3–8, put that in your headline, not buried in the fine print. Families are scanning quickly — the clearer and more specific your description, the better.
Tips:
- Include phrases like “kid-friendly,” “children welcome,” or “perfect for families” in your page titles and meta descriptions.
- Use bullet points or short sections to make key features stand out: free parking, pram access, high chairs, gluten-free snacks — anything that makes parents’ lives easier.
Use Free Tools to Understand How You’re Being Found
If you’re not already doing it, now is the time to check how your site is performing in search results — especially for family-related queries. A good Google Search Console guide can walk you through setting up this free tool, which shows you what keywords people use to find you, how often your site appears, and where it ranks.
This is where many local businesses gain clarity. You might think you’re being found for “children’s birthday venues,” but realise most of your traffic is coming from unrelated terms — or worse, not much at all.
Once you know what’s working (and what’s not), you can tweak your site copy and headings to better match what parents are actually searching for.
Claim and Optimise Your Google Business Profile
A well-maintained Google Business Profile is essential. This is what pops up in the Maps section and sidebar when someone searches “playgroup near me” or “kids’ hairdresser in Brisbane.”
Make sure to:
- Choose the right category (e.g. “Children’s amusement centre” instead of just “Amusement centre”)
- Upload recent, high-quality photos
- Include your opening hours, website, phone number, and any special features
- Ask happy customers to leave a review — ideally mentioning what they liked from a family perspective
It’s often the reviews that tip a parent from “maybe” to “let’s give it a try.”
Think Mobile First — Parents Are On the Go
Most family-related searches happen on a phone. If your website takes too long to load, has tiny text, or buries the important info behind four menu clicks, you’re likely losing visitors before they even see what you offer.
Quick wins:
- Make sure your phone number is clickable
- Keep your homepage simple, with key info upfront
- Test your site on a few different devices to catch any awkward layouts
If you’re using booking forms or enquiry pages, make sure they’re short and mobile-friendly. Nobody wants to fill in 12 fields while wrangling a toddler.
Get Listed on Local Parenting Blogs and Directories
There are countless blogs, forums, and local guides aimed at parents — many of which welcome suggestions for family-friendly businesses. Some may even offer a free listing or affordable sponsored post that can boost your visibility and help with SEO.
When reaching out, be personal and direct. Mention what makes your business a good fit for their readers and offer something helpful — a tip, discount, or bit of local insight.
Don’t Forget Social Proof (Parents Love It)
Word of mouth matters more than ever, and it often starts online. That means showcasing happy families and positive feedback wherever you can.
- Share real customer photos on your social media (with permission)
- Highlight testimonials on your site — especially from other parents
- If you get tagged in a local parenting group or post, join the conversation
People trust businesses that feel human. A few kind words from another mum or dad often carries more weight than a professional ad.
The internet’s full of noise — but with a little effort, your kid-friendly business can rise above it. By combining clear messaging, the right tools, and a genuine connection to local families, you’ll not only get more visibility, but build trust with the very people you’re trying to help. And that’s what really matters.
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