Writing parent-facing copy as a childminder: what works, what doesn't, what to test

A parent looking for a childminder is making one of the most emotionally loaded purchasing decisions they'll ever make. They're not researching with the casual mindset of someone shopping for a new sofa. They're trying to decide whether to trust someone they've never met with the most important thing in their life.

Your marketing copy — the about page, the Facebook bio, the photos and captions, the reply you send to a first enquiry — has to do real work in that context. It needs to project competence and warmth at the same time. Most childminder copy gets the balance wrong.