What should a kids’ club website have on it?
Your website has one job: answer every question a parent has before they book a free trial. What to put on it, and the difference between good and bad friction.
Kane Foster, founder of Kanvas One and owner of Kanvas Academy in Newcastle
6 min read · Updated 19 October 2026
A parent lands on your website from Google, an ad or a friend’s recommendation. They’re interested, but they have questions. If your website answers them, they book a trial. If it doesn’t, most won’t ask. They go back and try the next club.
The one job your website has
Answer every question a parent might have before they book a free trial, so nothing stands in the way. That’s it. Everything on the site should either answer a question or make booking easier.
We built our own academy’s website this way, and it’s the model we use for every club.
The questions parents ask
- What ages is it for?
- What day, what time, and how long is it?
- Where is it, and is there parking?
- How much is it after the free trial?
- What should they wear and bring?
- Who are the coaches?
- Can I stay and watch?
- What if my child is shy, or has never done it before?
- Do they have to do shows or competitions?
- How do we join after the trial?
Answer them where parents look: on each class page, and in a short list of questions and answers.
What to put on it
A page for each class
Ages, day, time, place and price, with a button to book. It answers the big questions at a glance, and it helps you get found on Google and ChatGPT.
Your prices
Show them. A parent who has to ask the price often doesn’t bother. And families who book already know what it costs, so there are no surprises after the trial.
Real photos
Your classes, your coaches, your children enjoying it. Stock photos tell a parent nothing. Real ones show them exactly what their child would be walking into.
Your coaches
Names, photos and a line about each. Parents are trusting you with their child, and they want to know who will be in the room.
Reviews
Real Google reviews from real parents say more than anything you could write about yourself.
One clear button
“Book a free trial”, on every page, easy to find with a thumb.
Friction: what stands between a parent and a booking
In business, anything that stands between a customer and the next step is called friction. On a club website, it’s every step, form, wait and unanswered question between a parent landing on your page and booking a trial.
Anything that stands between a parent and the next step, like booking a trial or joining. Every question, form and wait is friction. Some of it helps, most of it loses you families.
All the business words ›Not all friction is bad. The trick is knowing the difference.
Bad friction
Turns families away
- Emailing to ask for a trial, then waiting for a reply
- No prices, so they have to ask
- Making an account before they can see the times
- A long form asking for things you don’t need yet
- A booking page that’s hard to use on a phone
Good friction
Makes bookings serious
- Asking what they want their child to get out of it
- Choosing a specific date
- A mobile number for reminders
- The details you need to look after their child
Bad friction
A step that doesn’t need to be there and turns families away: having to email to ask, a long form, waiting for a reply, or a booking page that doesn’t work on a phone.
All the business words ›Every one of those steps loses you families who were ready to come. Most never tell you. They just leave.
Good friction
A step you add on purpose because it helps. Asking why they want to join, or having them pick a date, means the families who book are serious, so more of them turn up.
All the business words ›Some steps are worth adding on purpose. When families book a trial at our club, we ask what they want their child to get out of classes with us: more confidence, new skills, new friends. It takes a few seconds, and it means the people who book are serious about coming.
Good friction makes a booking feel like a commitment, so more families turn up. It also tells you something useful about every family before they walk in.
Remove every step that doesn’t help. Keep the ones that make a booking serious.
Fast, and made for phones
Most parents will see your website on their phone, often in a spare minute. It needs to load quickly and work with one thumb. If it doesn’t, they won’t wait.
A quick checklist
- Answer every question a parent asks before they book.
- A page for each class, with ages, times, place and price.
- Real photos, your coaches and real reviews.
- A free trial button on every page.
- Remove bad friction, and keep the good friction that makes bookings serious.
- Fast on a phone.
Questions
What should a kids’ club website include?
Everything a parent wants to know before booking a trial: ages, days, times, place, price, what to wear, who the coaches are and how joining works. A page for each class, real photos, reviews and a free trial button on every page.
Should I put my prices on my club website?
Yes. Many parents won’t ask, they’ll just move on. Showing your price also means the families who book already know the cost, so there are no surprises after the trial.
What is good friction and bad friction?
Bad friction is a step that turns families away for no reason, like emailing to ask or a long form. Good friction is a step you add on purpose, like asking why they want to join, so the families who book are serious and more of them turn up.