A customer who wants to book at ten in the evening does not call. They look for a button. “Kapper online afspraak maken” (book a hairdresser online) is one of the suggestions Google itself shows in the Netherlands, and the same goes for a salon or a small practice, such as a physiotherapist, masseur or coach: whoever can be booked online makes it easy for that customer.
There are roughly four ways to take bookings on your website. Below we explain what they are, what to look for when choosing, and which rules apply to the data your customers leave behind. The rules cited are Dutch. We deliberately name no brands: which package fits depends on your trade and on what you already use.
Four ways to take bookings online
1. A button to your software’s booking page
A lot of salon and practice software has its own online booking page; check whether yours does. On your website you place a button that links to it. That is the simplest solution: your site does not need to do anything, the calendar lives in one place and the software handles confirmations. The downside: the customer leaves your site and sees the supplier’s design.
2. A booking module inside your site
Many suppliers also offer a piece of code, a widget, that shows the booking screen within a page of your own site. The customer then stays on your site. Check what that widget brings along: if it places cookies that are not functional or limited analytics cookies, such as tracking cookies, you need prior consent for them (Dutch Data Protection Authority, in Dutch), and your cookie notice must handle that.
3. Booking through Google
In your Google Business Profile you can add a link to your booking page under “Booking” (Google). If your software works with Reserve with Google, customers can also book directly from Google; you sign up through a provider that works with Google (Google). Google shows which providers are available in your country when you sign up. Note: your provider may charge for bookings made through Google; check beforehand.
4. A booking feature in your own website
You can also have a booking feature built or installed in your website itself, for example with a plugin. That gives the most freedom in design, but then your website also becomes your calendar. If you already use salon or practice software, you risk two calendars that you have to keep in sync, and that easily leads to double bookings.
What to look for when choosing
- One calendar. Bookings via your site, via Google, by phone and at the desk must all end up in the same calendar. That matters more than what the booking screen looks like.
- On a phone. Try booking yourself on your phone, from your homepage to the confirmation. Count the steps.
- Treatment length and staff. Can the customer choose a treatment and a staff member, and does the system account for how long something takes?
- Confirmations and reminders. A reminder beforehand helps against forgotten appointments. That is different from advertising (see below).
- Taking your data with you. Can you export your customer data if you ever switch?
The rules for your customers’ data
A processing agreement. A booking system stores your customers’ names, phone numbers and appointments. If a supplier processes personal data on your behalf, it is a processor, and under the GDPR you and the supplier must record a number of arrangements in writing in a processing agreement; if you do not, both parties are liable (Dutch Data Protection Authority, in Dutch). Suppliers often offer a standard one. Ask for it if you do not see it.
Health data. If your practice or salon asks about complaints, allergies or medication when booking, you are processing health data. That is special category personal data, which you may only process if a legal exception applies (Dutch Data Protection Authority, in Dutch), such as explicit consent (Dutch Data Protection Authority, in Dutch). So in the booking screen, only ask what you need to schedule the appointment, and discuss the rest during the appointment. If you record it, do so under such an exception and in secure software intended for it. For a care practice such as a physiotherapist, the booking itself is already health data; choose software built for that.
Reminders and advertising. A reminder about an appointment the customer made themselves is a message about that appointment. If you also want to send the same customers offers or a newsletter, the spam rules apply. You may send existing customers messages about your own similar products or services without prior consent, provided you already gave them the chance to opt out when they booked, they can unsubscribe quickly and free of charge in every message, and it is clear the message comes from you; for anyone else you need prior consent (ACM, in Dutch; Telecommunications Act, article 11.7, in Dutch).
Which way suits you?
- You already have salon or practice software: use its booking page or widget, put the button on every page of your site and the same link in your Google Business Profile.
- Your software works with Reserve with Google: switch it on if the costs are worth it, so customers can also book from Google, in the same calendar.
- You have nothing yet and few kinds of appointments: a simple booking system with its own booking page is often enough; a booking feature of your own only pays off if you need something no package offers.
Frequently asked questions
Can a contact form not simply serve as a booking request?
It can, but then you still have to call or email back to agree a time, and the customer does not know when they can come. A booking system lets the customer pick a free slot themselves.
May I ask about allergies when people book?
That is health data, which you may only process under a legal exception, such as explicit consent. In the booking screen, ask only what scheduling requires and discuss the rest in the salon or practice.
Do you have a booking system of your own?
No. We build the website and put a booking button on every page that leads to the software you already use or choose; whether the calendar can also be built into your site depends on the supplier. A Starter website costs €3,450 one-off with us, hosting and domain not included; see our business websites and what belongs on a salon website.
Where to start
Tonight, book an appointment with yourself on your phone, starting from your homepage. If it takes more than a few taps, or you end up in a contact form, you know your first improvement. If you want help, tell us which software you use.
