The calendar is strict: sign-ups cluster before the summer and again in January. Publishing a term's page as the term begins is arriving too late for that round entirely.
Baby classes, beginners, improvers and adults are four markets with four vocabularies. A page each reaches every group; a timetable grid speaks mainly to people who have already enrolled.
Adult beginners are the least contested search in the whole trade. It's a small search, an embarrassing one, and almost nobody writes the page — which is precisely why it repays the effort.
Ratios and pool temperature are compared far more than anyone expects. A parent choosing between two schools reads those two numbers and very little else.