Gloobies

The brief

Choosing a nursery is an emotional decision that a parent then has to justify to themselves. The site had to do both jobs in that order: make them feel it, then give them every practical reason to feel safe about it.

1. 01

   A video hero, because copy cannot do this

   The first thing on the page is footage of children who are visibly happy. No paragraph about a nurturing environment competes with three seconds of that, and every nursery's paragraph says the same thing anyway.

2. 02

   Proof immediately after the feeling

   Ratios, safety, routine and staff come straight after the emotional opening, at exactly the point a parent starts checking themselves. Putting them on a separate page means the doubt arrives with nothing to answer it.

3. 03

   One action on every screen

   Book a tour, everywhere. A nursery is not chosen from a website; the website's only job is to get a parent through the door.

4. 04

   Twenty-four pages that stay findable

   Programmes, ages and locations each get their own page, so a parent searching for a specific thing lands on it instead of on a homepage they then have to navigate.

In short

• Video hero, because happy children sell what copy cannot
• Proof placed immediately after the emotional pitch
• One action on every screen: book a tour