It is important to optimise your website according to the conversion you desire. Think about your conversion and find out how to improve your website for an increase of return on investment!
Visit: Integrate a map to your website, as well as directions to your location. You need to be easy to find even for non-locals.
Book: Include a “Book Now” button to relevant pages. It is best to integrate a calendar with available appointment times, so the customer only has to choose a date and time. The booking process needs to be easy (not too many steps) and trustworthy. A booking does not have to have a payment right away but it can.
Pay: Integrate a payment process. Make sure that this process has a SSL certificate (https instead of http at the beginning the URL) in order to protect the clients’ information.
The booking process should not be frustrating. Let customers know beforehand how they can pay and if they can jump back to previous steps to change the amount etc. Let them know if they only have a limited time to finish the booking.
You should know exactly what your preferred conversion is and try to optimise your website for it. Make it obvious to the visitor what you want. Tell him (several times).
The customer needs to trust you (your website) first and once you have his trust, he is going to search for the conversion. Don’t make it too hard for him.