How to Get More Bookings Through Your Website

Your website brings in a steady stream of new customers while you’re off doing other things. At least, that’s the goal for every entrepreneur! And it’s the reason many companies let visitors book appointments themselves through their website. This could be to arrange a consultation, reserve tickets for a gig, or to book a table in a restaurant.

First, you’ll want to set up your website to encourage as many visitors as possible to book. In this article, we’ll help you analyze your website’s performance and show you how to get more bookings through your website with these tips:

  1. Find the right booking method for you
  2. Make your booking option stand-out
  3. Give your customers confidence
  4. Use a strong call-to-action
  5. Check what the numbers say
  6. Experiment: find what works for you

1. Find the right booking method for you

Many websites have the same goal: when a customer pays to make a booking on a certain date or time, it automatically appears in your business diary. To make it happen, you need some info from your customer. Different companies use different ways to get that information.

Phone bookings

You put your phone number on your website. A customer calls and you discuss the details.

Pros

  • Easy for all types of customers.
  • Adds a personal touch and builds rapport.
  • Helps you identify customer needs quickly.

Cons

  • Not always convenient to take a call.
  • You can only take one booking at a time.
  • How much time you spend on the phone will vary by customer.

Speaking to customers on the phone is useful if you can easily interrupt your work for a conversation. For example, if run a cafe or rent a holiday home.

Email bookings

You put your email address or a contact form on your website. A customer writes a message and you write back and forth to confirm the details.

Pros

  • Easy and convenient for customers.
  • Schedule emails around your other tasks.
  • Save time by using templates.

Cons

  • Customers don’t always know what information you need.
  • Agreeing on the details right can take time and several emails.
  • People often expect an immediate response.

Email bookings are handy if your customers tend to have special requests. For example, if you’re a band or a wedding planner.

Booking services

You put a button on your website with a link to a booking service. Your customer provides all the details.

Pros

  • Easy and convenient for customers.
  • Customers know exactly what information you need.
  • Saves you time as an entrepreneur.

Cons

  • Most booking services are paid.
  • Can feel less personal.
  • Relies on constant internet access.

Booking services are perfect if you get a lot of bookings and only need standard info from customers. For example, if you have a restaurant website or a fitness website.

You can decide which method suits your business. In general, they’ll all work for your clients as long as you make the process clear and easy to use. For you, as an entrepreneur, the booking method you choose can make a big difference in how you work. Not to mention how many distractions you have to deal with!

Booking confirmation

When a customer contacts you, they want to know you’ve got their message! The moment a customer sends an email or completes a form, all they can do is wait. It’s important to follow up with your customers as soon as possible, to assure them that you’ve received their message and show them you’re a professional business they can trust.

So, how does this work for you? What happens between the moment a customer contacts and the moment you answer?

It often helps to create a standard reply that goes out to all customers who send a message. You can also include what steps they should take next. For example, whether they need to wait for their booking to be approved or if they just need to turn up on the day. Adding a map and directions to your place is also a nice touch.

Many booking services give you the option to send a confirmation of receipt, as standard, and set whether bookings are automatically approved. This will give your customers clarity right away. Some services will even sync new bookings with your digital calendar.

Questions to answer:

  • What kind of booking method are you using now?
  • Is it working well for you, are you fully booked?
  • Does it work well for your customers?
  • What do your customers see after they request a booking?
  • When does a customer know if their booking is complete?

2. Make your booking option stand-out

If your booking method works well, it’s important to make it easy for people to use it. Start by making it clearly visible on your website. Visitors can only use your booking function if they notice it!

Not every visitor will look at every page of your website. In fact, few will venture past your homepage. If your booking button on is hiding on a subpage, your visitors might never see it. You can easily avoid this by adding a button in your navigation—where all your visitors will see it. Thanks to your site’s responsive design, your navigation button will be crystal clear on mobiles too. You can also add a Booking Block on every page.

Another option is to create a dedicated “Bookings” page. Just add a booking block along with answers to the questions customers ask before they buy.

Need inspiration? Don’t just answer the questions below for your own website. Take a look at how your competitors handle bookings.

Questions to answer:

  • Is there a booking button in your navigation?
  • How many pages does your booking button appear on?
  • Do you have a page that’s just for bookings?
  • Do you mention the booking option in your text?

3. Give your customers confidence

You’ve got a system that works and your booking button is unmissable. But are you giving visitors the confidence to book right away?

Before making a booking, customers want to know what’s included. For example, are towels included for guests who book a stay in your holiday home? What audio equipment does a band need to bring? Are treatments eligible to be reimbursed by insurance?

If your visitors feel unsure, they’ll be reluctant to book. So do your best to anticipate their questions and give them the information they need in advance. For example, on your pricing page, you can clearly describe what is and isn’t included and what each option costs. This will reassure potential customers and stop them from dropping out before they finish their booking.

If you get the same questions a lot, putting answers on your booking page will save you loads of time. New visitors get their questions answered, plus they’ll see that you understand and care about your customers. This will help you build trust.

Take a look at how your competitors do this. What information do they give customers before, during, and after the booking process?

Questions to answer:

  • What do your customers know before booking?
  • How (and when) does a customer find out what’s included?
  • How do customers find your prices?
  • When can customers find your booking button?
  • What happens when a customer clicks to book?

4. Use a strong call-to-action

How do you convince visitors to take action on your site? There are lots of things at play here, like your content, your design, and how user-friendly your site is. But the text you use on a button (known as the “call-to-action” or “CTA”) can make the difference between a new customer and a passing glance. Here’s our guide on how to write better calls to action for your website.

Even if visitors can book on different pages on your site, it’s best to keep your CTAs consistent. This will make it clear to visitors that all these buttons are for the same action.

Which CTA is most effective can vary depending on your audience and industry. To help you choose yours, look at competitors and other companies your visitors buy from regularly. What phrases are your competitors using? Do you want to match their style or stand-out? Remember, keep it simple! The best CTAs are short and snappy.

Questions to answer:

  • Which call-to-action are you using now?
  • Is it encouraging?
  • Is it short?
  • Does it make sense to always use the same call to action?

5. Check what the numbers say

When you look closely, you’ll start seeing lots of things you could change to get more bookings through your website. But what do the numbers say? Checking your website’s statistics will help you see what’s working and what to improve. For example, you can check how many visitors clicked the booking blocks on your website.

Make your tweaks in stages and if you see a positive impact in your numbers—like more clicks on your booking button or more contacts from visitors—you’ll know it’s been a good change. If your goal is to get more bookings, we definitely recommend adding a booking block to your website so you can get this data.

Next, review your statistics during your monthly maintenance. The number of clicks shows how well you’ve persuaded people to click. The percentage shows whether people have started to behave differently on your website.

For example, if you more visitors come to your website via advertisements, you want the number of clicks to increase but the percentage to stay the same. Essentially, your website should work the same but for more visitors.

If you adjust your website to make your bookings feature stand-out, you want both the number of clicks and the percentage to go up. In this example, your website will be working differently but the visitor numbers will most likely stay the same.

Questions to answer:

  • Do you use a Booking Block on every page?
  • Can you see the effect of previous experiments in your statistics data?
  • Which adjustments have changed your click percentage?

6. Experiment: find what works for you

If you’re just starting to look seriously at the numbers on your website, you might already have found some ideas from this article. Now you can make concrete tests out of them!

For each test, answer these questions:

  1. What will you change on your website?
  2. How many visitors do you need to see if it works?
  3. Which numbers will show the impact of this change?
  4. What other things could influence the data?

For example, you might answer:

  1. I’ll change the text on all my booking buttons.
  2. I’ll check my statistics after 1000 visitors.
  3. The click rate should increase.
  4. I have to take into account that a school vacation falls during my test period.

Give yourself plenty of time for a test. The more visitors you include, the more accurate your data will be, and the more certain you’ll be that experiment has had an effect. In the end, you’ll learn more about your visitors and how they interact with your site.

Here are some experiments to try on your website:

  • Put a booking block on your homepage
  • Put a Booking Block on every page
  • Create a dedicated page for bookings and put a link to your booking page on every page
  • Add answers to frequently asked questions on your booking page
  • Create a page which includes a clear pricing overview and a booking block
  • Experiment with a different call-to-action on your buttons

Your website can do a lot for you. Like, let your visitors book online 24/7, leaving you free to focus on doing what you love. These tests will show you what visitors respond to so you can turn your website into a booking-machine. So get analyzing your website, go see what your competitors are doing, and then start testing!