8 Things Parents Look for in a Childcare

A Parent’s Perspective on Choosing the Right Childcare

When I first started working in childcare, I was just beginning college. I thought my background as a former camper at the same daycare would give me an edge—like a built-in cheat sheet to navigate the job. While that experience was certainly helpful, the real turning point came when I became a parent myself. That’s when my perspective on childcare shifted entirely, as I truly began to understand what matters most from a parent’s point of view. Drawing from my experiences, I’ve compiled some tips on what parents look for when choosing and staying with a childcare center—and how understanding these factors can help directors enhance their programs.

1. Friendliness and Welcoming Atmosphere

Parents should feel good about the environment from the moment they walk in. Staff should be warm, personable, and attentive, creating a sense of trust and comfort.

How Directors Can Improve:

• Train staff on warm, personalized greetings for parents and children.
• Encourage staff to engage in personal conversations with families to build relationships.
• Maintain a professional and tidy appearance (both staff and facility) to enhance credibility.
• Foster an environment that makes parents feel valued and heard.
• Encourage staff to establish positive, reassuring relationships with families.
• Regularly request feedback and act on suggestions to continually improve.

A welcoming environment reassures parents about their choice and encourages long-term enrollment.

2. Cleanliness

The cleanliness of the facility is a strong indicator of the level of care provided. Parents notice small details like vacuumed carpets, mopped floors, organized and clutter-free classrooms, and of course, spotless bathrooms!

How Directors Can Improve:

• Establish daily and weekly cleaning routines that staff must follow.
• Conduct regular hygiene training to reinforce best practices.
• Encourage staff to maintain an organized, clutter-free classroom.

Prioritizing cleanliness helps build trust and reassures parents about their child’s health and safety.

3. Safety

Safety is non-negotiable. Parents expect clear procedures that ensure their child's well-being at all times.

How Directors Can Improve:

• Create SOP’s that prioritize safety.
• Ensure compliance with child-to-staff ratios.
• Regularly update emergency procedures and conduct drills.
• Install security measures such as locked doors and sign-in/sign-out systems.

By reinforcing a strong culture of safety, directors can ease parent concerns and instill confidence in their program.

4. Discipline Policy

Parents want assurance that the daycare’s approach to discipline aligns with their values.

How Directors Can Improve:

• Clearly communicate discipline policies and reinforce them consistently.
• Train staff in positive behavior reinforcement strategies.
• Provide examples of real-life scenarios and how staff should handle them.

When parents understand and trust a center’s discipline policies, they feel more secure in their childcare choice.

5. Reputation

A daycare’s reputation can make or break enrollment.  According to a study published in the Journal of Marketing Research, just one bad review can reduce purchase intent (in our case potential enrollment) by around 42 percent!  Unfortunately, people are more likely to leave a negative review from a poor experience than a positive review of a good one.  As a result, businesses must encourage satisfied parents to leave reviews, otherwise your center may be stuck with just bad ones!

How Directors Can Improve:

• Actively encourage satisfied parents to leave online reviews and testimonials.
• Address and resolve complaints quickly and professionally.
• Build strong relationships with the community to enhance visibility and trust.

A strong reputation signals reliability and high-quality care.

6. Staff Involvement

Engaged, attentive staff set the tone for the entire program.  And it is not only how they present themselves (e.g. dress code), but also their attitude, enthusiasm, and attentiveness.  Not only that, but parents also want to feel they know the staff, so having strong parent to teacher relations is a must!

How Directors Can Improve:

• Train staff to be interactive and fully present with children.
• Implement policies against unnecessary distractions, such as cell phone use.
• Recognize and reward staff for their positive interactions with children.
• Train staff to greet all persons as they enter the classroom and/or center, as well as taking the time to have meaningful conversations with 2-3 parents/guardians each day.  

When staff engagement is high, parents are more likely to feel comfortable entrusting their children to your care.

7. Happiness of Current Children

Parents are most concerned with their own child’s experience.  However, they also observe how other children in the program interact and behave.  If they are experiencing happy children, they take it as a sign that the center is one of quality.  

How Directors Can Improve:

• Foster a positive and engaging environment where children feel secure.
• Encourage open play, group interactions, and creative activities.
• Address behavioral or emotional concerns proactively with families.

Happy children reflect a well-managed, nurturing childcare environment.

8. Licensing and Accreditation

Parents look for centers that meet regulatory standards and have a clean record.

How Directors Can Improve:

• Ensure compliance with all state and local childcare regulations.
• Stay up to date with inspections and proactively address any citations.
• If a citation occurs, openly communicate the corrective actions taken.

Transparency in licensing and accreditation fosters trust and credibility.

Final Thoughts: How Understanding Parent Priorities Improves Quality

Knowing what parents look for in a childcare program allows directors to fine-tune operations and build a center that not only meets but exceeds expectations. When childcare leaders focus on friendliness, safety, cleanliness, engagement, and trust, they create a program that parents feel confident choosing and staying with.

By consistently evaluating and improving these areas, directors can strengthen relationships with families, improve staff performance, and ultimately create a high-quality childcare environment where children, parents, and staff thrive together.

Want to elevate your childcare program and better align with what parents look for? Join our Zen Empowerment membership for expert insights, training resources, and industry best practices to help you build a thriving, parent-approved childcare center. Sign up today and start making an impact!

Disclaimer: This blog is for educational purposes only and does not constitute legal, financial, or regulatory advice. Childcare regulations vary by state, so please check with your local licensing agency to ensure compliance. Results are not guaranteed. Read our full disclaimer [here].