How to Get More Google Reviews for Your Childcare Centre (Without Breaking the Rules)
When a parent searches for childcare near them, your Google reviews are often the first thing they read, before your website and before they ring. A steady run of recent, genuine reviews tells them real families trust you. A handful of old ones, or none at all, makes them keep scrolling.
The good news is that getting more Google reviews for your childcare centre doesn't take tricks. It takes a simple habit of asking every family, at the right time, in a way that stays inside Google's rules and Australian law. This guide covers the childcare side. For the general basics, see our post on how to get more Google reviews, and for how reviews fit into the bigger picture, see our childcare marketing services.
Why reviews matter so much in childcare
Choosing care is a big, emotional decision. Parents want proof from other parents that their child will be safe, settled and happy. That's why reviews come up again and again in how parents choose a childcare centre.
Reviews also sit on your Google Business Profile, right next to your phone number, hours and directions. Google says reviews show next to your profile in Maps and Search, and that honest, balanced reviews help people decide (Google Business Profile Help). If your profile itself needs work first, start with our Google Business Profile checklist for childcare centres.
The rules you need to know first
Most review advice online is written for American daycares. In Australia, three sets of rules apply to you.
Google's rules
Google's Maps content policy says businesses must not (Maps user contributed content policy):
offer incentives, such as payment, discounts or free goods or services, for posting, changing or removing a review
discourage negative reviews, or selectively ask only happy customers for reviews
require or pressure people to leave reviews while on the premises
ask people to include specific content in their review
ask staff to collect a set number of reviews, or reviews with specific content.
The same policy treats reviews based on a conflict of interest, including current or former employment, as not allowed. So educators, owners and their families shouldn't review your centre.
The ACCC's rules
The ACCC says it's against the law for a business to create fake or misleading reviews, or arrange for others to do so. It also warns that reviews written by family, employees or people paid by the business can mislead if the connection isn't disclosed, and that suppressing genuine negative reviews can mislead too (ACCC).
The childcare inducement rules
This one is specific to our sector. The Department of Education bans inducements to encourage enrolment, including cash, vouchers, gift cards, devices and other gifts. It can also include offers to families already enrolled if the offer is likely to encourage another family to enrol (Department of Education). A "leave us a review, get a gift card" offer would break Google's rules and could raise inducement problems as well.
In short: no rewards, no cherry-picking, no pressure and no scripts.
How to ask every family, the right way
1. Get your review link and QR code
In your Business Profile, go to Read reviews, then Get more reviews, and copy the link. Google says the QR code can only be downloaded from a computer browser, not a phone (Google Business Profile Help). Save both somewhere the whole team can find them.
2. Build the ask into moments every family goes through
Because you can't pick only the happy families, attach the request to routine moments rather than to compliments. Good options:
a few weeks after a child starts, in your regular settling-in check-in
your end-of-year or annual family survey
the footer of every family newsletter
when a family leaves for school, as part of your goodbye email.
Each family gets the same simple message. Google's own help suggests sharing the link by email, a message or a social post.
3. Keep the message short and neutral
Something like this works:
"We'd love to hear about your experience with us. If you have a moment, you can leave a Google review here: (your link). Thank you for being part of our centre."
Don't tell parents what to write, and don't ask them to mention educators, rooms or keywords. Many US guides suggest this, but Google's policy says not to request specific content.
4. Use the QR code, but don't hover
A QR code on the sign-in area, the family noticeboard or your welcome pack is fine. Just don't stand over parents at pick-up and ask them to do it there and then. That's the on-premises pressure Google warns against.
5. Make it easy for parents without Gmail
Google says reviewers need a Google Account, and they can set one up with a non-Gmail email address (Google Business Profile Help). A short line in your message saying "any email address works" removes a common barrier.
How to reply to reviews (without oversharing)
Future parents read your replies as closely as the reviews. Google says you need a verified profile to reply, and that replies are checked against its content policies (Google Business Profile Help).
Positive reviews
Thank the family warmly and mention something real from their review. Google suggests replies be conversational rather than promotional, so leave out offers and vacancy pitches.
Negative reviews
Reply calmly within a day or two. Acknowledge the concern and thank them for raising it.
Never name the child, share details about their care, or mention incidents, other families or staff. Even if the parent has shared details, keep yours general.
Invite them to talk with your director directly, with a phone number or email.
Fix the issue if it's real. Parents notice when a reply leads to change.
Fake or abusive reviews
You can report a review that breaks Google's policies, but Google says not to report one just because you disagree with it. It also says evaluation usually takes several days (Google Business Profile Help). If you don't believe a review is from a real family, report it and post a short, polite reply in the meantime.
A simple monthly reviews routine
Check new reviews each week and reply to every one.
Make sure your settling-in, survey and newsletter messages all include the review link.
Check the QR code is still on display.
Share any patterns (praise or complaints) with your team.
Note your review count and rating, so you can see the trend over a few months.
Want more small jobs like this? Our list of childcare marketing ideas has 25 of them.
FAQs
Can I offer a gift or discount for a Google review?
No. Google strictly prohibits incentives for reviews, and the Department of Education bans gifts and vouchers that encourage enrolment, which can include offers to enrolled families. Ask without offering anything in return.
Can educators or staff leave reviews for our centre?
No. Google treats reviews based on a conflict of interest, including current or former employment, as not allowed, and the ACCC warns that undisclosed reviews from employees or family can mislead consumers.
Should I ask only happy families for reviews?
No. Google's policy says businesses must not selectively ask for positive reviews. Build the request into messages every family receives, and reply to every review, good or bad.
Want help turning reviews into enrolments?
Reviews work best alongside a strong Google profile, a clear website and quick follow-up on enquiries. If you'd like a hand putting it all together, see our childcare marketing services or book a free chat with our team.
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