One landing-page template for every ILG nursery (with Prep/Senior and open-morning variants), built from what the 20 competitors do well, what ILG already has that they don’t, and ILG’s own ad data. Every section says what goes in it, the exact copy pattern, why it is there, and how to measure it.
The current page asks for an “enquiry” and says little else. The new page answers the five questions a parent has on arrival (is it near, when is it open, what does it cost, is it good, can I see it) in the first screen. It then turns the click into a booked visit with a two-step form and follows up with a same-domain thank-you page that ILG’s tracking can see.
Built to beat the competition on four points they don’t combine anywhere: ILG’s 9.5–9.9 parent ratings in the headline (rivals bury theirs); 7am–7pm hours (rivals close at 6–6.30); a fees-and-funding calculator (no competitor checked has one); and a visit-booking form above the second scroll (Bright Horizons’ form sits 4,850px down on a phone, ILG’s current one 1,800px).
Phone first: most parents click these ads on a phone. Red = must be visible without scrolling.
| Current ILG page | New template |
|---|---|
| H1 “A Nurturing Nursery in Kew for Ages 3 Months to 5 Years” (same line on every school) | H1 carries the nursery’s strongest proven fact: “Open 7am to 7pm, rated 9.5/10 by Kew parents” |
| One CTA: “Enquire Now” | “Book a visit – pick a time” + “Fees & funding” + dated open morning |
| Form ~1,800px down; 1 step, many fields | Form in the second screen; 2 steps, 3 required fields |
| ~220 words, shared template copy | 700–1,000 words written for the one nursery |
| No fees, no rating, no open-event date | Fees block + calculator, rating in H1 and reviews section, event in hero |
| No sticky button; some phone numbers not tappable | Sticky Call + Book bar on every phone screen |
| Lead recorded inside the Digistorm frame | Thank-you page on the same domain fires one lead event; click IDs in hidden fields |
Check the exact phone share per nursery in GA4 before finalising the desktop layout.
Order matters: each section answers the next question a parent has. Copy patterns use Orchard Kew; placeholders in [brackets].
2,348 calls came from ILG ads in 4½ months; nine current pages have no tappable number. Busy Bees, St Christopher’s and West Buckland keep call/visit in a persistent bar.
Header call taps (GTM click event call_header).
Eyebrow: type · ages · area/postcode.
H1 formula: [strongest provable fact] + [parent rating] + [place].
Lead: one sentence with the travel anchor (“5-minute walk from Kew Bridge station”).
Proof chips: rating + review count + source · Top 20 group · Ofsted grade and year.
Buttons: “Book a visit – pick a time” (primary), “See fees & funding” (secondary).
Event pill: next open morning date, time and remaining places (only if true).
Photo: a real room or the garden, not stock.
Bright Horizons Kew’s hero shows name, “Ofsted Good”, Book A Visit and an Open Day date; Kido’s shows “Register for Open Day” and “Book a Tour”. ILG can beat both because its ratings are higher (9.5–9.9 vs rivals that don’t show a score) and its hours are longer. Headlines should match the ad the parent clicked (see Ad-to-page match).
Evidence: competitor page checks 16–18 Sep; daynurseries.co.uk listings; Orchard Kew 07:00–19:00.
Scroll depth past hero; clicks on each button.
Five cells: Hours (7:00–19:00, 51 weeks) · Ages (and places) · Fees from (£/day, what’s included) · Funding (15 & 30 hrs from 9 months, tax-free childcare) · Next start (which rooms have space, from when).
Busy Bees’ sticky bar shows hours; Cybertots (£18.47/hour) and Lanterns (£150/day) publish prices; Kido advertises funded days. £660 of ILG’s summer Search spend went on free/funded-hours searches that converted nothing because the page never answered them.
Fewer “how much is it?” calls; clicks on “Fees & funding”.
Left: “Come and see it for yourself” + three numbered steps of what happens next + phone line. Right: the two-step form (full spec below).
68% of competitor pages ask for a visit in the first screen; Kido (YouCanBook.me) and N Family (Calendly) let parents book slots; Busy Bees’ live ads say “Book a slot that works for you”. A parent who has chosen a time is further along than one who has “enquired” and is waiting for a call-back while the rival books them in.
Step-1 starts, step-2 completions, visits booked in Digistorm.
Four cards, each a checkable fact with a real photo:
ILG’s current copy is the same template line at every school (“a caring nursery offering EYFS-based early years education…”); word-sequence overlap between ILG pages averages 64%. Google rates 88% of ILG’s scored keyword spend “below average” for landing-page experience. Specific, unique copy is the fix.
If a competitor could write the same sentence, cut it.
Day rates by age, what’s included, funded hours, and a 2-tap calculator: days per week × funded hours → estimated monthly cost, with a tax-free childcare note. If rates can’t be published: “Fees from £X a day – full fee sheet at your visit”.
No competitor checked offers a calculator, and funded hours are the question behind many searches. It also qualifies parents before they call: those who book a visit already know the price range.
Calculator interactions (GTM event); share of visits from calculator users.
Big score (“9.5 out of 10 from 37 parent reviews”), three short verbatim quotes with first name and child’s age (with permission), and the live daynurseries.co.uk widget.
ILG’s scores: St Nicholas 9.9, Orchard Wimbledon 9.8 (66 reviews), Orchard Hampton 9.8, Orchard Kew 9.5 (37). The schools’ own websites say this; the ad pages don’t. Parents compare on daynurseries.co.uk, where most rivals also sit.
85% of competitor pages have video or a virtual tour (Matterport at Jancett; 360 tours at Kido, N Family, Busy Bees); only 1 of 10 ILG pages does. The timeline doubles as proof of the long day.
Ofsted grade and inspection month; Top 20 badge; group name. Address, station walk time, parking or buggy store, map.
Bright Horizons and Monkey Puzzle show Ofsted near the top; Busy Bees lists parking and the Underground walk. Location lines also help Google judge local relevance.
Spaces and start dates · how funded hours work here · what fees include · settling in · sibling discount · visiting before registering. Ask each nursery manager for the 6 questions they answer most on the phone.
Every answered question is one fewer reason to leave and compare. Add FAQ structured data so the page can show richer results.
Closing panel: “See Orchard Kew this week” + both buttons. Phone: fixed bottom bar “Call” + “Book a visit” on every screen.
35% of competitor pages have a sticky CTA or chat; none of ILG’s do. The sticky bar is the cheapest change in this spec.
| Step | Field | Type | Required |
|---|---|---|---|
| 1 | How would you like to visit? | 3 large radio cards: Private tour · Open morning [date] · Call me first | Yes |
| 1 | Preferred time | 6 chips: Mon am, Tue pm… Any time (tour only) | Yes |
| 2 | Your name | Text, autocomplete=name | Yes |
| 2 | Mobile | Tel, numeric keypad | Yes |
| 2 | Yes | ||
| 2 | Child’s age | Select (incl. “Not born yet”) | No |
| 2 | Ideal start | Select | No |
| Hidden | gclid, fbclid, utm_source, utm_campaign, page_variant | Filled from URL | — |
Why two steps: the first step is a choice, not personal data, so starting feels easy; once a parent has picked a visit type and time they usually finish. Keep required fields to three (name, mobile, email) – the child’s details are captured at the visit.
If Digistorm can’t split steps: put the step-1 radio fields at the top of the same form and cut every other optional field.
Thank-you page (same domain as the landing page, e.g. nursery.inspiredlearninggroup.co.uk/orchard-kew-thank-you/):
generate_lead + Meta Lead, with the visit type as a parameter. Nothing else counts as a lead.Speed to lead: Digistorm auto-SMS within 5 minutes; manager calls the same working day. The first nursery to call back usually gets the visit.
The page headline should repeat the promise of the ad that sent the parent. Use Unbounce Dynamic Text Replacement or separate variants.
| Traffic source | Ad promise | Page H1 / hero | Primary CTA |
|---|---|---|---|
| Google “nursery [area]”, “day nursery near me” | “Open 7am–7pm in Kew · Rated 9.5/10 by Parents” | Open 7am to 7pm, rated 9.5/10 by Kew parents | Book a visit |
| Google funded-hours searches | “15 & 30 Funded Hours Accepted · See Your Monthly Cost” | Funded hours from 9 months – see what you’d pay at Orchard Kew (calculator moved up) | Work out my cost |
| Google brand (“orchard day nursery kew”) | “Orchard Day Nursery Kew · Book Your Visit” | Book your visit to Orchard Day Nursery Kew | Pick a time |
| Meta open-morning ads | “Open morning Sat 4 Oct · Stay & play” | Open-morning variant (see Variants) | Reserve a place |
| Meta funded-hours ads | “Funded childcare available (15 & 30 hours)” (live in Orchard Cambridge) | Funded-hours hero + calculator | Book a visit |
Hero is the event: date, time, what happens (“stay and play, meet your key person, fees Q&A”), places left, a one-step form (name, mobile, email, child’s age). Calendar invite on the thank-you page, SMS reminder the day before. Replace the event every month so ads always point to a date.
Three paths in the hero: Get the prospectus (email only, instant PDF, then nurture) · Book an open morning (dated) · Book a private tour. Swap the fees block for entry points (Reception, Year 3, Year 7, Sixth Form) with deadlines, results/destinations and a head’s 60-second video. Put the form on the page – Eton End, Essendene and Westbury Prep currently send parents to another site.
For generic searches across Kingston, New Malden, Wimbledon, Hampton, Walton: “ILG nurseries near you” with 4–5 nursery cards (distance, ages, hours, rating, Book a visit). Stops four ILG schools bidding against each other for the same parent (New Malden: £3,675 across four ILG accounts in Jun–Aug).
Known facts filled in from the audit; confirm every [bracket] with the nursery manager before launch.
| Nursery | H1 (lead fact + rating) | Proof chips | Unique points to feature | Rival to beat |
|---|---|---|---|---|
| St Nicholas | “Ofsted Outstanding, rated 9.9/10 by Kingsbury parents” | 9.9/10 · Ofsted Outstanding · Nursery Excellence Award | Top-rated in Kingsbury/Wembley; awards listed on its own site | Monkey Puzzle (area) |
| Orchard Wimbledon | “Open 7am to 7pm, rated 9.8/10 by Wimbledon parents” | 9.8/10 (66 reviews) · Top 20 group · Ofsted [ ] | French, Teddy Tennis, Theatre Bugs, sports club; 90 places | Keren’s, Kido |
| Orchard Kew | “Open 7am to 7pm, rated 9.5/10 by Kew parents” | 9.5/10 (37) · Top 20 group · Ofsted [ ] | Purpose-built, parent-app updates; 65 places | Bright Horizons, Cybertots, Monkey Puzzle Kew Bridge Rise (opening) |
| Orchard Hampton | “Rated 9.8/10 by Hampton Hill parents” + [hours] | 9.8/10 · Top 20 group | [confirm] | Aston Pierpoint (£75/day published), Tiny Thinkers |
| Wood Wharf | “A Top 20 London nursery, in the heart of Canary Wharf” | Top 20 London 2025 · [score] | 3 months–4 years; [hours] | Lanterns (£150/day shown) |
| Ruskin House | [lead fact] + [score] Herne Hill | [score] · Top 20 group | Smaller, homely setting vs N Family’s 195 places | N Family, Monkey Puzzle West Norwood |
| Collingwood | “From nursery to Year 6 in one place” + [score] | [score] · [Ofsted/ISI] | Nursery-to-prep pathway | Banana Moon (9.95), Jancett |
| Derby Little Oaks | “Little Oaks at Derby Grammar – nursery with a school pathway” | [score] · [Ofsted] | School facilities; [hours] | Derby High (Open Morning 3 Oct) |
The action colour appears on nothing except the booking buttons, so the eye always finds the next step. Each nursery keeps its own brand colours in the two “brand” roles.
Friendly display face for headings (prototype: Bricolage Grotesque), highly legible sans for body at 16.5px+ (prototype: Nunito Sans). H1 34px on phones, 58px on desktop. Line length under 65 characters.
| Item | How | Owner |
|---|---|---|
| Template | One Unbounce template with the 11 sections; duplicate per nursery; content from the per-school sheet | Web |
| Form | Digistorm form with the fields above; completion action = redirect the top window to the same-domain thank-you page | Digistorm admin |
| Hidden fields | gclid, fbclid, utm_source, utm_campaign, page_variant populated from the URL (confirm Digistorm passes page parameters into the embed) | Digistorm admin |
| Lead event | GTM trigger on thank-you URL → Google Ads conversion + GA4 generate_lead + Meta Lead (plus CAPI). Remove all other lead triggers | Tracking |
| Micro-events | GTM click events on data-track attributes (call_header, cta_hero, cta_sticky, calculator) | Tracking |
| Calls | Tracked number per nursery; tel: links everywhere; call schedule matched to staffed hours | PPC / admissions |
| Behaviour | Microsoft Clarity (free) on every variant: scroll maps, form drop-off, rage clicks | Web |
| Structured data | ChildCare + FAQPage schema; opening hours; aggregate rating only if it meets Google’s review-snippet rules | Web |
| Google Ads | Final URLs to the new pages; location assets (link Business Profiles), price assets (“from £X/day”), promotion assets for open mornings | PPC |
Baseline: ILG nursery landing pages received about 29,000 paid clicks a month in July–August, and nurseries produced roughly 360 Digistorm ad leads a month — about 1 lead per 80 clicks (≈1.25%).
Test design: Unbounce A/B, 50/50, current page (A) vs new template (B), pooled across 8–10 nurseries at once. To detect a lift from 1.25% to 1.6% (+28%) with 80% power needs about 18,000 clicks per variant — roughly 5–6 weeks pooled. A single nursery (e.g. St Nicholas, ≈1,700 clicks/month) would take over a year, so don’t test school by school.
Judge on Digistorm, not the platforms: the page_variant hidden field tells you which page produced each enquiry and each booked visit.
| Metric | Now | Target |
|---|---|---|
| Digistorm leads per 100 clicks | ≈1.25 | ≥1.6 |
| Leads that book a visit | Not recorded | Recorded; ≥50% |
| Form step-1 → step-2 completion | — | ≥60% |
| Google landing-page experience | 88% below average | Average or above on top 10 pages |
| Call taps from page | Untracked | Tracked per nursery |
Launch order: Orchard Kew first (Monkey Puzzle opens next door this autumn), then St Nicholas, Orchard Wimbledon, Ruskin, Orchard Hampton, Collingwood, Wood Wharf, Derby — then include all in the pooled test. Targets are starting points based on May–June performance, not guarantees.