How to Make a Professional Booking Website

Whether you're a fitness instructor scheduling classes, a consultant booking client meetings, or a photographer managing sessions, an online booking system can transform how you run your business. Creating a dedicated booking website doesn't just save you time, it also provides a professional, hassle-free experience for your clients and helps you build your brand.

In this guide, we'll walk through the essential steps to create a booking website that converts visitors into clients while giving you the tools to manage your schedule efficiently.

1. Choose a domain name and website platform

Your domain name is your digital address and should be memorable, relevant to your services, and easy to spell. When selecting a domain name, consider including keywords related to your business or your business name to help clients find you online.

For your website builder, look for one that offers built-in scheduling capabilities or seamless integration with booking tools. The best platforms offer strong booking capabilities while ensuring mobile responsiveness, as many clients will book from their phones. Additional platform features, like professional email marketing tools for communicating with clients, blogging tools, and invoicing and payment integrations can help you run your business from one centralized place. 

Squarespace works with Acuity Scheduling to provide a complete solution that handles both your website and scheduling needs under one roof. With Acuity integrated into your Squarespace account, you can edit your site, manage bookings and payments, and communicate with clients while keeping the details consistent.

2. Define your appointment types and details

Before building your site, clarify what types of appointments you'll offer. This forms the foundation of your booking system. Think about what services you'll provide, how long each appointment type will last, whether you'll offer different session lengths or package options, and how much buffer time you need between appointments.

For instance, if you're a massage therapist, you might offer 30, 60, and 90-minute sessions with a 15-minute buffer between clients. A business consultant might have discovery calls, strategy sessions, and implementation meetings, each with different durations and pricing.

3. Set up your availability

Setting up your availability correctly is crucial for a successful booking system. Create custom schedules for different days of the week, block off vacation time or other unavailable periods, set up buffer times between appointments to prevent burnout, and organize your day by appointment type, such as consultation calls in the morning and client sessions in the afternoon.

This level of customization helps you structure your workday to maximize productivity. You can even take control of your schedule by setting up different appointment types for specific times of day, helping you avoid the constant context-switching that can drain your energy.

When they’re getting started, some business owners block off appointment times to suggest to potential clients that they’re in demand. This can create a sense of urgency or trust that encourages someone to book, but the tactic isn’t a fit for everyone. 

4. Design your site with conversion in mind

Your website design should guide visitors naturally toward booking an appointment. While customizable templates or AI website builders provide a great starting point, customize the elements to reflect your unique brand identity. Use a consistent color palette and fonts that match your brand’s personality and speak to your target audience.

Focus on creating a clean, professional design that builds trust and naturally guides visitors toward a booking. Strategically place booking buttons on every page, establish clear navigation that helps clients find information quickly, and ensure mobile-friendliness for on-the-go bookings.

Remember that your site is your digital storefront, and the visual impression it makes can be as important as the services you offer. A well-designed booking website helps potential clients recognize that you're a legitimate business. On Squarespace, you can also customize the text, layout, font, and colors in your emails and client documents to reflect your website branding to ensure consistency and drive home your professionalism.

5. Create essential pages

While a one-page booking site can work for more established businesses, most service providers benefit from having several key pages. Think of your website as a home base for current and potential clients to learn about your business. Add pages that will help answer questions about your business, build trust in your experience, and set you apart.

• Homepage: Your homepage should feature an overview of your main services, a compelling introduction to you, and a prominent "Book Now" button. 

• Services and pricing: Create a services page with detailed descriptions of what you offer and associated costs or details on how to get custom pricing. This is an opportunity to emphasize your value and guide visitors to the right services.

• Appointment booking: Either on your services page or as a standalone, add an embedded booking calendar so clients can schedule and manage appointments. This is a good place to link cancellation and refund policies too.

• About me: Include an about page showcasing your background, qualifications, and approach to your work. 

• Contact page: Add a contact page with alternative ways to reach you, like a custom contact form and social media accounts. You can also include FAQs here.

Each page should include clear calls-to-action directing visitors to your booking system. Add client testimonials to key pages, like your services and homepage, to provide social proof from satisfied clients that encourages others to book. 

6. Integrate your online booking system

Now it's time to implement the actual booking functionality. With Squarespace and Acuity Scheduling, you can embed your scheduling tool into your website. Add a Scheduling Block and style it to  match your website’s aesthetic. 

Consider connecting your booking system to your social profiles, either through a link or direct booking button, so users can book with you while browsing.

Businesses using Acuity Scheduling save significant time—up to 5 hours per week according to a survey of users. That's nearly 11 extra days per year you can dedicate to growing your business instead of managing appointments.

7. Customize your booking form fields

Your booking intake form collects essential information from clients. Consider what details you need before each appointment, such as basic contact information (name, email, phone), specific questions related to their needs, and any preparation instructions. Health and wellness providers might need medical history or release forms, while creative service providers might want to see project goals or references.

Custom forms can help you make a strong, professional first impression with clients. Prepared with key details, you can deliver a project proposal that wins their business or offer more personalized service to them during their appointment.

Strike a balance between gathering necessary information and keeping the form manageable—too many fields can overwhelm clients and reduce completion rates. Consider creating custom forms for each appointment type, so you're only asking the most relevant questions for each service.

See our intake form guide and examples

8. Set up automated reminders and notifications

Appointment no-shows cost you time and revenue. Automated reminders significantly reduce missed appointments, with 89% of businesses reporting a dramatic decrease in no-shows after implementing reminder systems. These reminders also give clients a quick reference point for what to expect or prepare ahead of their time with you. 

Set up confirmation emails that send immediately after booking with links to important policies and ways to manage their appointment if needed. Then, set up reminder emails or texts for 24 to 48 hours before appointments that include details on how to prepare for their meeting or what to expect. Automate follow-up messages after sessions to thank them for their time, ask for feedback, or share next steps.

You can customize reminder content and timing for different appointment types. These automated communications keep your clients informed and help them remember their commitments. 

9. Integrate payment options

Depending on your business model, you might require deposits, full pre-payment, or payment at the time of service. Decide on your payment policy. This can vary based on your preferences or norms in your industry. Hair salons often offer free booking with payment at the time of service, while a wedding photographer might require a partial deposit or full pre-payment before delivering final photos. 

Pre-payment can reduce no-shows while improving your cash flow. According to Squarespace survey data, 84% of businesses that accept deposits at booking report fewer cancellations and no-shows.

Connect a payment tool that can take multiple payment methods for client convenience. Familiar options that clients trust, like digital wallets, ACH debit, and credit cards, can make them feel more comfortable working with you. Don't forget to set up automatic receipts and confirmation emails.

10. Establish clear policies and launch your site

Before going live, create and publish clear policies that protect both you and your clients. Well-crafted policies for cancellations, refunds, and rescheduling not only protect your business but also build trust and transparency with your customers.

A good cancellation policy should address when clients can cancel without a penalty (typically 24 to 48 hours notice), what penalties apply for late cancellations (such as full charge, 50% fee, or flat-rate fee), and any consequences for repeat no-shows. Consider implementing a "three-strikes" rule for habitual cancellations and clearly outline what happens during unexpected circumstances like illness or emergencies. Don't forget to specify what happens if you need to cancel, such as offering priority rebooking or a full refund.

Your refund policy should outline what forms of refund are available, where they can be processed, what proof is required, and timeframes for processing. Consider offering a satisfaction guarantee with clear steps for requesting refunds or fixes within a specific window (such as 14 days) after service completion.

Make sure to clarify expectations around rescheduling too, both for yourself and your clients. Specify a window for when reschedules are accepted and clear steps for how to do so. If you need to reschedule, communicate as soon as possible, personalize your message, suggest alternatives with clear next steps, and express appreciation for clients' flexibility.

Make these policies visible during the booking process and include them in appointment confirmations. Having official records of communication is incredibly valuable for your business.

When you're ready to launch, test the entire booking flow, then promote your booking site across your social media channels, email signature, and business cards. Consider offering a special promotion to encourage your first bookings.

Managing your booking website after launch

The work doesn't end with launch. Monitor how clients interact with your booking system and make adjustments as needed. Track which services are most popular, note any abandonment during the booking process, collect feedback about the booking experience, and regularly update your availability.

As you establish a smooth booking system, you can turn your attention to marketing yourself to increase your bookings. Use marketing tools like social media and email marketing to stay top-of-mind with potential customers, sending regular business updates and sharing your work. If you have the time, consider developing a content marketing strategy or assessing your website’s SEO, so you’re easier to discover in search engines and local searches. 

A booking website isn't just an appointment calendar—it's a vital business tool that continues to evolve with your services and client needs. By implementing these steps, you'll create a booking website that not only simplifies your schedule management but also creates a professional, branded experience that turns visitors into loyal clients.