The short answer
A page per holiday or term, showing the programme by day and age group, with the prices on it, and a booking link on every row. Not a PDF, not a poster image, not a Facebook post.
That is the answer. The rest of this is why the PDF fails and what goes on the page.
Why a PDF loses bookings
A PDF is the default because it is what you already made for the noticeboard. On a website it does three unhelpful things.
It is unreadable on a phone, where most parents open it, because they have to pinch and drag around an A4 sheet. It is invisible to search, so a parent searching for a holiday club in your town never finds the week you are advertising. And it cannot be booked from, so the parent has to close it, find the booking page, and remember what Wednesday said.
The same applies to a poster image posted to social media. It is a fine reminder for people who already follow you and a poor front door for everyone else.
What goes on a programme page
The dates, stated plainly. Which week, which days, and the opening and closing times, including any early drop-off and late collection.
A day by day grid. Monday to Friday down or across, with what is actually happening. Parents do not need a minute-by-minute timetable; they need to know that Tuesday is the sports day and Thursday is the trip.
Age groups. What each group is called, the age range, and where the activities differ between them. A parent with a six-year-old and a ten-year-old is deciding whether both are catered for.
Prices on the page. Day rate, week rate, half day if you sell one, and anything that costs extra such as a trip or a specialist coach. A programme without prices sends the parent hunting.
What to bring and what is provided. Lunch, snacks, sun cream, kit, spare clothes, and whether anything is off-site.
A book button on every row. Deep linked to that week where the platform allows it, so the parent lands on the right dates rather than an empty calendar.
One page per holiday, kept live
Give each holiday its own page with its own address: February half term, Easter, the summer weeks, October half term, plus your term-time after-school and breakfast provision.
Keep last year's pages rather than deleting them. Update the dates, refresh the activities, and the page keeps the search history it has built. A page that has existed for three summers will outrank one published a fortnight before the holiday.
Publish early. Working parents book holiday cover as soon as the school calendar lands, and the club whose page is up in January takes the bookings for August.
Trips and off-site days
If a day goes off-site, treat it as its own item. Where you are going, when you leave and return, what it costs, whether the parent has to give separate permission, and what happens if their child is not booked for that day.
This is the detail parents ring about, and it is three lines on a page.
Photographs of your actual club
One real photograph of your hall, your staff and children doing the activity, used with permission, does more than any list. Stock images of children painting reassure nobody, because every club has them.
If you cannot photograph children, photograph the room, the equipment and the team. Parents are trying to picture where their child will spend the day.
Keep the summary short and the detail linked
The programme page sells the week. The fees and funding page carries the payment routes and the terms. The registration page explains what will be asked. Link across rather than repeating, so a price change happens in one place.
Where this sits
Programme pages by week and age, bookable in place rather than downloaded, are the first of the six things we build into an after-school and holiday club website, and the same publish-it-as-a-page rule runs through the other childcare websites we make. Packages are on pricing. Put the week on a page, put the price on it, and put a button on every row.