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An online booking website with scheduling software is a must-have for any client-focused business. Whether you run a salon, gym, healthcare practice or any other appointment-based business, giving clients a simple, hassle-free way to book is essential.
But not all online booking systems are created equal. As you shop around for scheduling software, it’s important to look for a platform that offers the right features for your business needs (like payment processing and customer management tools), is easy for your staff and your customers to use, and will scale with your business as you grow.
To pick the best online booking system, look for a customisable booking portal, mobile-friendly design, CRM and POS integrations, automated reminders, comprehensive payments and staff management. In this article we’ll cover:
- What is an online booking system?
- How much does an online booking system cost?
- What businesses need an online scheduling system?
- How to choose a small business booking system
What is an online booking system?
An online booking system is a digital portal – usually a website or app – that customers use to book appointments and pay for professional services.
Online booking systems are self-service platforms. For the most part, bookings and transactions happen without any manual input from you or your staff. This saves time and resources because your customers can purchase at their own convenience without having to pick up the phone or visit your premises.
Online booking systems have the following core features:
- App-based or website booking portal
- Appointment and group class scheduling
- Automated email and text reminders
- Integrated online payment processing
- Point-of-sale (POS) payments for in-person booking
- A database for storing details of repeat customers
- Staff accounts with permission settings
- Loyalty programme and discount codes
Many service-based businesses in the UK utilise online booking systems, from large restaurant chains to independent accountants. In certain sectors, like tourism and beauty, online booking systems are essential for smooth operations and meeting customer expectations. In The Future of Beauty: 2025 Edition, Square found that more than half of customers appreciated automated appointment reminders (62%) and automated appointment scheduling (52%).
What businesses need an online scheduling system?
Businesses that offer any form of appointment or reservation-based services – such as restaurants, beauty salons and private healthcare practices – will benefit from an online booking system.
Here’s an overview of the types of businesses that regularly use online booking systems and the benefits they provide:
- Beauty and hair salons: Reduces no-shows and helps stylists keep on top of busy schedules that often change.
- Fitness studios and gyms: Provides an easy way to manage class reservations and sessions with personal trainers.
- Restaurants: Optimises table turnover and reduces time spent on manual reservations.
- Event companies (for selling tickets or renting spaces): Automates capacity management and syncs with ticket inventory for real-time stock levels.
- Tour and activity companies: Fills slots according to pre-set group numbers and syncs with the schedules of tour guides and activity leaders.
- One-to-one professional services (consultants, photographers, coaches, private tutors, etc.): Syncs with individual calendars and allows customers to book and pay when service providers aren’t available (this is why booking systems for small businesses are so useful).
- Private healthcare practices, psychotherapists, and dentists: Prevents double bookings and processes appointments securely.
- Coworking spaces: Dynamically manages desk and room availability.
- Home services (cleaning, plumbing, handyman, electricians, etc.): Assigns jobs according to availability and reminds homeowners of upcoming appointments.
How to choose a small business booking system
No one size fits all when it comes to choosing the best online booking system for your small business, and it can help to take advantage of free trials before committing to a full-scale purchase and implementation. Below are nine key features to look out for when selecting an online booking system for your business.
1. Website customisation
The online scheduling system you choose should allow you to customise the appearance of your appointment website so that it reflects your company’s brand – without any coding involved. You should be able to select the colours, layout, font, and themes that optimise your site’s appearance and create a strong first impression for your customer.
Whether you’re looking to create a landing page for clients coming from social media and email referrals or you need a booking system added to an existing site, Square Appointments provides the tools you need to easily create a booking website, no matter your business type or size. Alongside easy website customisations, Square Appointments offers helpful features such as third-party calendar syncing, booking widgets that are compatible across site builders (Squarespace, Wix, WordPress, and more), SEO tools, and analytics on website and business performance.
2. Integration with other business tools
As you’re selecting a small business booking system, it’s a good idea to make sure the platform has the ability to integrate with all the other tools you need to run your company.
Importantly, if you have an existing website that you need to add a booking integration to, be sure that the online booking tool is compatible and user-friendly.
So that everything automates seamlessly, make sure the online booking system you choose works with the following apps (if you use them):
- Calendar
- Point of sale (POS) system
- Client management tool or CRM,
- Staff management platform
- Ecommerce store
- Automation tools (like Zapier)
Alternatively, opt for a platform that already comes with these features. Square Appointments seamlessly integrates with third-party apps like Wix, QuickBooks, JotForm, and Homebase, along with all the Square tools you need to operate your business smoothly – like a POS system, client management software, team management tools, an online store, and even marketing capabilities like automated email campaigns and gift cards.
3. Automated appointment reminders
Appointment reminders often mean the difference between clients showing up for their appointments on time and late or no-show appointments. But manually sending appointment reminders is time-consuming and error-prone, so it’s essential that your scheduling software sends automated appointment reminders to clients so you don’t have to.
With Square Appointments, you can set up automated, custom appointment reminders for customers via text or email. You can also require a cancellation or no-show fee as part of your policy to safeguard yours and your staff’s time.
4. User-friendly booking functionalities
The best online booking systems make it as easy as possible for clients to make appointments with you. With that in mind, here’s a checklist to help you pick an online booking system that best suits your customer base:
- Customers may need to schedule multiple appointments with different members of your team in a single visit, so look for a platform that can handle several bookings at the same time.
- Some clients prefer to book recurring appointments or store their payment information to speed up the scheduling and checkout processes for future bookings. This is possible with scheduling software that allows you to create customer profiles and add payment details.
- Health, beauty, and wellness businesses often need to store client information on treatments or preferences, so ensure the platform you choose offers the ability to attach client notes and files to their profiles.
Want to see what a full-feature online booking platform looks like? Explore all of the user-friendly booking features that Square Appointments offers.
5. Payment capabilities
Booking itself is only half of the equation. Once a client has booked, you’ll need to offer them a variety of ways to pay for their service. And the more payment methods you can offer, the better, as an increasing number of younger consumers prefer to pay with mobile wallets or buy-now, pay-later options for larger expenses.
You can take secure payments in many forms through the Square Appointments Point of Sale, including:
- Credit and debit cards
- Digital wallets, like Tap to Pay on iPhone or Tap to Pay on Android
- Professional invoices
- Virtual terminal
- Next-business-day, same-day, or instant transfers
- Buy now, pay later with Clearpay (online and in person)
- Key-in payments (from a phone or computer)
- Offline payments (if you lose internet connection)
- Physical or digital gift cards
Clients can keep a card on file for easy booking in the future, and you can also require a deposit for services and set a standard cancellation fee.
6. Staff management options
Managing staff scheduling can be tricky, but booking tools that help handle the scheduling and operations for your entire team can make a big difference.
Look for a booking tool that makes it easy for clients to schedule with their preferred staff member (or multiple staff members during the same visit), automatically assigns payment among your staff members, and allows you to set wage rates for staff with varying responsibilities or seniority.
You can even go a step further with Square Advanced Access: allow your staff to log in to individual employee accounts to view and manage their calendars themselves, or track your employee’s shifts and automatically import them into your payroll software.
7. eCommerce and retail capabilities
Hair salons and beauty businesses across the globe are launching new revenue streams to attract customers and boost profits. Whether that means selling retail products in-store or offering subscription packages or seasonal product drops online, the best online booking systems integrate with your eCommerce and retail capabilities, helping drive new profits for your business.
Square scheduling software integrates with both Square Appointments Point of Sale and Square Online, so you can sell products and services in-store and on your website. You can create a free, shoppable website with Square Online’s easy-to-use platform that allows customers to shop online or order online and pick up in store, and all inventory is automatically tracked in real time from both in-store and online sales.
8. Social media integrations and mobile compatibility
Most customers are going to discover or land on your website from their phone, so your online booking system must be mobile-friendly and easy to use across devices. Not all booking platforms are designed with the mobile experience in mind, so make sure you choose one that is, like Square Appointments.
It’s also common for clients to visit your Instagram (or another social media account) before deciding to book with you to see what you have to offer and what your work looks like. Once they’re there, make it easy for them to book with you by adding a “book now” button at the top of your profile. Square Appointments integrates with Instagram and Facebook to help you reach customers on social media and let them book directly from your profile page.
9. Ability to scale with your business
Finally, and perhaps most importantly, pick an online booking system that’s going to fuel your business growth, not hinder it. As your business grows and expands, you don’t want to be caught piecing together multiple technologies and systems, which will ultimately create inefficiencies and a poor client experience.
Think ahead and consider the tools you may need as you grow. Maybe you’ll want to focus more closely on email marketing or have plans to expand but will need a business loan to do it. No matter what you think the future holds for your business, it’s smart to select an online booking platform that offers a full ecosystem of tools to power your business through all stages of growth.
Choosing the best online booking system FAQs
How do online booking systems work?
To use a booking system, customers visit your booking portal, such as your Square online booking website. They then pick the service they require, view available slots and submit a request. If the booking system offers online payments, they can check out there and then, and your calendar will automatically update. The system will also send confirmation and reminder notifications (via email or SMS) to the customer.
How much does an online booking system cost?
How much you will pay for your booking system depends on two factors: the complexity of your needs and the number of locations you operate. If you only require basic functionality for one location, a free option (like that offered by Square Appointments) may be the best online booking system for you.
Paid plans offer more advanced features, like class booking and text reminders for your customers, and typically cost between £25/month and £30/month per location. Square Appointments, for example, offers an advanced plan for £29/month.
Enterprise booking systems usually cost between £60/month and £100/month per location. Depending on the size of the business, monthly enterprise subscriptions can run up to tens of thousands of pounds a month.
What is an online scheduling system?
An online scheduling system is a self-service interface where customers can check appointment availability and make a booking. The system works behind the scenes to update availability, add the appointment to the service provider’s calendar and send reminders to customers. An online scheduling system is part of a booking system.
What is the best free online booking system?
If you’re looking for a small business booking system, the Square Appointments platform has a large, satisfied user base and scores highly on online review platforms like G2 and Trustpilot.
What is the best paid online booking system?
The best paid online booking systems have an easy-to-use customer interface, automated reminders via SMS and email, payment processing with fair fees and staff management tools (like calendar syncing). In addition, they provide dedicated features for service providers in different industries, such as ecommerce store integrations. Square Appointments offers a wide range of features, including many industry-specific ones.
How do I pick an online booking system for a small business?
When picking an online booking system for your online business, look for a strong set of core features. An easy-to-use scheduling page for customers, competitively priced payment processing, and calendar syncing should all be priorities. Always try out platforms before making a final decision, as changing later can be very time-consuming.
