A four-centre website for Lots of Hugs Childcare
Early childhood education
A WordPress site for a family-owned Manawatu childcare group running four centres across Palmerston North and Feilding, each with its own address, contact form and "why us" page.
The challenge
Lots of Hugs runs four centres, Pitt Street and Ferguson Street in Palmerston North, Broadway Ave also in Palmerston North, and East Street in Feilding, a different town roughly 20 minutes away. A family in Feilding searching for childcare has no reason to read about a Palmerston North centre first, and a family-owned business competing against chain childcare providers needs each centre to feel like a specific place with specific people, not one brand replicated four times.
What we did
Each centre gets its own URL and its own "why us" page, so the pitch for Pitt Street can be different from the pitch for East Street, Feilding, rather than one shared paragraph copied across four location cards. The homepage's job is narrowed to routing, not persuading, a family decides on the centre first from the location list, then reads that centre's own case for itself.
What we built
The site runs on WordPress 6.4 with WooCommerce handling enrolment payments per centre, so a deposit paid at the Feilding centre is booked against Feilding, not the group as a whole. Slider Revolution drives the homepage hero. Photography is specific to each location's actual building and outdoor space rather than stock imagery, which matters more for a family-owned operator competing against corporate chains that can outspend them on generic marketing but cannot show a real photo of a specific Feilding classroom.
This entry documents the live, published site at lotsofhugschildcare.co.nz as it stands today, including its four centre pages, checked directly. We have not added campaign results or before/after metrics here because we do not have the client's written figures to hand; ask us and we will request them, or tell us the numbers and we will publish them with attribution.
Services on this project 1
Questions
Why does a small, four-centre operator need a separate page per centre rather than one page with a map?
Because Palmerston North and Feilding are different towns, and a parent in Feilding has no interest in scrolling past three Palmerston North addresses to reach the one that matters to them. It also lets each centre carry its own specific "why us" case rather than one generic pitch stretched across all four.
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Want to see one of these in detail?
We will walk you through the brief, the constraints and what we would do differently now, including the parts that did not work.