Online Booking System for Service Businesses – Complete Guide 2025

Did you know that 73% of potential customers abandon their reservation if they have to call or wait for an email response? In 2025, when businesses compete for every client, lacking a simple online booking system means losing tens of thousands in annual revenue.

The average service business loses 30-40% of potential bookings simply because the appointment process is too complicated. Clients want to book at 11 PM, on Saturday, from their phone - in 60 seconds, without a phone call.

In this comprehensive guide, you’ll discover everything you need to know about online booking systems: from choosing the right solution, through website integration, to optimization that increases bookings by 200-300%. Everything confirmed by real case studies from Polish service businesses.

Key concepts explained simply

• Booking System – tool allowing clients to independently schedule appointments through your website
• SaaS (Software as a Service) – ready cloud solution, paid monthly (e.g., Calendly, Booksy)
• API (Application Programming Interface) – way of connecting different systems together (e.g., website + calendar)
• No-show – situation when a client doesn’t appear for scheduled appointment
• Widget – small element embedded on website (e.g., booking calendar window)

When Does Your Business REALLY Need an Online Booking System

Self-Assessment: Do You Need a Booking System?

Answer 7 questions:

✅ Do you receive more than 10 daily calls requesting appointments? ✅ Are you losing clients after business hours (evenings, weekends)? ✅ Do you spend more than 5 hours weekly organizing appointments? ✅ Do you have problems with no-shows (clients not showing up)? ✅ Do clients ask about booking through your website? ✅ Is it difficult to manage multiple employees’/rooms’ calendars? ✅ Do you want to increase bookings without hiring reception staff?

3+ YES answers = You urgently need a booking system 5+ YES answers = You’re losing tens of thousands annually without a system

Industries That GAIN THE MOST from Online Booking

Top 10 industries with highest ROI:

1. Medical Practices and Clinics

   • Booking increase: +180-250%
   • No-show reduction: -60%
   • Reception time saved: 25 hours/week

2. Beauty Salons and Hair Salons

   • Booking increase: +200-300%
   • After-hours bookings: +150%
   • Average booking value: +30%

3. Rehabilitation and Physical Therapy

   • Phone call reduction: -70%
   • Recurring appointment automation: 90%
   • SMS reminders: -50% no-shows

4. Business Consultants and Coaches

   • International bookings: +400%
   • Scheduling time: -80%
   • Professional brand image: priceless

5. Auto Repair Shops and Service Centers

   • Weekend bookings: +180%
   • Work slot planning: +95% efficiency
   • Additional service upselling: +40%

6. Photographers and Videographers

   • Lead conversion: +120%
   • Deposit collection: 85% booking rate
   • Calendar sync: -90% double bookings

7. Language Schools and Tutors

   • Trial lesson bookings: +250%
   • Package sales: +60%
   • Room management: 100% optimization

8. Aesthetic Medicine Centers

   • High-value bookings (€500+): +150%
   • Online consultations: +300%
   • Retention rate: +45%

9. Psychologists and Psychotherapists

   • Online bookings: 24/7 availability
   • Recurring session calendar: auto
   • Privacy & GDPR: 100% compliance

10. Escape Rooms and Entertainment

    • Weekend bookings: +280%
    • Group reservations: simplified
    • Dynamic pricing: automated

ROI Calculation: What NOT Having a Booking System Costs You

Case Study: Beauty Salon

Before implementing system:

• Daily incoming calls: 22

• Time per call: 3.5 minutes

• Receptionist time on calls: 77 min/day = 6.4 hours/week

• Receptionist cost: €6/hour

• Monthly phone booking cost: €154

• Lost bookings (after hours, busy line): ~15/month

• Average visit value: €45

• Monthly lost sales: €675

TOTAL monthly cost without system: €829 = €9,948 annually

After implementing online booking:

• System cost: Calendly Pro €15/month OR Custom integration €300 one-time
• Receptionist phone time: -70% = 15 min/day
• Savings: €108 monthly
• Additional bookings (24/7): +25/month
• Additional sales: +€1,125 monthly

ROI after 3 months:

• Total savings + revenue: €3,699
• Implementation cost: €300 (custom) or €45 (SaaS 3 months)
• Net profit: €3,399-€3,654 in 3 months

Types of Booking Systems - Comprehensive Comparison 2025

Category #1: Ready-Made SaaS Solutions

Most Popular Platforms:

Calendly

For whom: Consultants, coaches, freelancers, B2B companies

Pros:

• 15-minute setup
• Google/Outlook Calendar integration
• Zoom/Meet auto-generate links
• Built-in email reminders
• Free version available

Cons:

• ❌ No visual customization (looks like Calendly, not your brand)
• ❌ Redirects to calendly.com subdomain
• ❌ Limit 1 event type in free version
• ❌ No online payments in basic version

Cost: €0 (Free) | €12/mo (Essentials) | €22/mo (Professional) | Custom (Teams)

Verdict: ⭐⭐⭐⭐ Great start for solopreneurs

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Booksy

For whom: Beauty salons, barber shops, wellness centers

Pros:

• Dedicated for beauty industry
• Mobile app for clients
• Automatic SMS reminders
• Built-in payment processing
• Marketplace (clients search for salons)

Cons:

• ❌ Commission on Marketplace bookings: 3-5%
• ❌ “Closed ecosystem” - hard to leave
• ❌ No control over client data
• ❌ Requires subscription for full functionality

Cost: €32-€65/month (depending on location + employees)

Verdict: ⭐⭐⭐⭐⭐ Must-have for beauty salons

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SimplyBook.me

For whom: Universal - all services

Pros:

• Very flexible settings
• Multi-location support
• Custom booking fields
• Embeddable website widget
• 200+ integrations (Zoom, Stripe, Mailchimp)

Cons:

• ❌ Complex setup (learning curve)
• ❌ Interface not the prettiest
• ❌ Free version: watermark + ads
• ❌ Price grows with each add-on

Cost: €0 (Free with limits) | €10-€50/month (depending on features)

Verdict: ⭐⭐⭐⭐ For those wanting SaaS customization

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Category #2: WordPress Plugins (Why NOT Recommended)

Popular plugins: Bookly, Amelia, Booked

Why this is a BAD idea in 2025:

❌ Performance hit: Average +1.2-2.5s to page load time ❌ Security vulnerabilities: 68% of booking plugins have security gaps ❌ WordPress bloat: Another 15+ plugin dependencies ❌ Mobile UX issues: 45% responsive design problems ❌ Update hell: Conflicts with other plugins, themes ❌ Vendor lock-in: Difficult to migrate data

Verdict: ⭐⭐ Avoid if possible

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Category #3: Custom Integration (Recommended!)

For whom: Businesses wanting full control and optimal performance

How it works:

• Booking system integrated directly with website (e.g., Astro)
• API connection with calendar (Google Calendar API, Microsoft Graph)
• Own booking database
• Custom design matching your brand
• Optional CRM integration (Pipedrive, HubSpot)

Pros:

• ✅ Zero monthly costs (after implementation)
• ✅ Full control over appearance and features
• ✅ Optimal performance - no 3rd party scripts
• ✅ Data belongs to YOU - complete ownership
• ✅ Easy GDPR compliance
• ✅ Unlimited bookings without commissions
• ✅ CRM integration - smooth workflow

Cons:

• ❌ Higher initial cost (€200-€375)
• ❌ Requires developer help for modifications
• ❌ No marketplace (like Booksy)

Initial cost: €300 - €375 (one-time) Monthly cost: €0 (possibly hosting ~€8/month if you don’t have)

Verdict: ⭐⭐⭐⭐⭐ Best long-term investment

Read more about custom solutions: Custom Website vs Template - When to Code from Scratch

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Comparison: Decision Table

Criterion	SaaS (Calendly)	SaaS (Booksy)	Custom Integration
Setup time	15 min	30 min	2-3 weeks
Cost 1 year	€144-€264	€384-€780	€300 (once)
Cost 3 years	€432-€792	€1,152-€2,340	€300 (once)
Brand consistency	❌ No	⚠️ Limited	✅ Full
Performance	⚠️ Average	⚠️ Average	✅ Best
Data ownership	❌ No	❌ No	✅ Yes
Customization	❌ Low	⚠️ Medium	✅ Unlimited
Online payments	⚠️ Addon	✅ Built-in	✅ Custom
SMS reminders	⚠️ Addon	✅ Built-in	✅ Custom

Recommendation:

• Starter (annual revenue <€25k): Calendly Free → Essentials
• Growing (€25-125k): Booksy (if beauty) OR Custom integration
• Established (€125k+): Custom integration (ROI in <6 months)

Key Features of a Good Booking System

Must-Have Features (don’t buy without these!)

1. Real-time Availability Calendar

• Sync with your calendar (Google/Outlook)
• Instant blocking of busy slots
• Time zone handling (for international clients)
• Show available dates for next 30 days

2. Automatic Confirmations and Reminders

• Email confirmation - instantly after booking
• SMS reminder - 24h before appointment (reduces no-shows 50-70%)
• Email reminder - day before
• Follow-up - after visit (review request)

3. Multiple Employee/Location Management

• Separate calendars for each employee
• Client chooses preferred specialist
• Multi-location support (different offices/rooms)
• Rotation scheduling (automatic assignment)

4. Different Service Types with Different Durations

• Consultation: 30 min
• Basic treatment: 60 min
• Complex treatment: 90 min
• Custom duration for each service

5. Buffer Time Between Appointments

• Automatic 10-15 min gap
• Time for disinfection, preparation
• Prevents overbooking

6. Online Payment Integration

• Stripe, PayU, local gateways
• Deposit requirement (20-50% down payment)
• Full payment upfront (for high values)
• Automated refund policy

7. Admin Dashboard

• Metrics dashboard (daily/monthly bookings)
• Manual booking editing
• Block slots (vacations, holidays)
• Data export (CSV, Excel)

8. Client Dashboard

• Booking history access
• Rescheduling ability (up to X hours before)
• Cancellation (with policy)
• Add notes to appointment

Website Integration

For Astro Websites (Modern Approach)

Astro is the framework I use for client websites - fast, modern, SEO-friendly. Here’s how to integrate booking:

Option 1: Embedded Widget (SaaS)

Calendly example:

<!-- Embed Calendly inline widget -->
<div class="calendly-inline-widget"
     data-url="https://calendly.com/your-business/consultation"
     style="min-width:320px;height:700px;">
</div>
<script type="text/javascript"
        src="https://assets.calendly.com/assets/external/widget.js"
        async>
</script>

Optimization:

• ✅ Lazy load script (only when user scrolls to section)
• ✅ Custom styling (match brand colors)
• ✅ GTM tracking (conversion tracking)

Performance impact: +200-400 KB, +0.5-1s LCP (can be optimized)

Optimize booking widget performance: Core Web Vitals - Performance Improvement Bytom 2025

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Option 2: API Integration (Custom)

Flow:

1. Client selects date/time on your website
2. Frontend sends request to your API
3. API checks availability (Google Calendar API)
4. Creates event in calendar
5. Saves booking in database
6. Sends email/SMS confirmations

Tech stack:

• Frontend: Astro + React (for interactive calendar)
• Backend: Astro API routes OR Node.js/Express
• Database: PostgreSQL / Supabase / Firebase
• Calendar API: Google Calendar API / Microsoft Graph
• Notifications: SendGrid (email) + Twilio (SMS)

Development cost: 8-12 hours = ~€300-€375

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Where to Place Booking CTA on Website

Strategic locations (A/B tested):

1. Hero Section (Above the fold)

Headline: "Book appointment online in 60 seconds"
CTA button: "Schedule Now" (primary color, large)
Conversion rate: 8-12%

2. Sticky header/footer

Sticky phone + "Book Online" button (mobile)
Always visible during scrolling
Conversion rate: 5-8%

3. Dedicated “Booking” Section

After "Services" or "About" section
Embedded calendar widget
Conversion rate: 15-20% (highest intent)

4. Exit-intent Popup

Trigger: Mouse movement outside window
Offer: "Book today - 10% discount"
Conversion rate: 3-6%

Automation and Integrations - Save 20+ Hours Monthly

Email Notification Workflow

Automatic Sequence:

1. Confirmation email (instant)

Subject: ✅ Appointment Confirmed - [Date] at [Time]

Hello [Name],

Thank you for your booking!

📅 Date: Wednesday, November 15, 2025
🕐 Time: 2:00 PM
📍 Location: 123 Main Street
👤 Specialist: Anna Smith

[Add to Calendar] [Change Time] [Cancel]

See you soon!

2. Reminder email (24h before)

Subject: 🔔 Reminder - appointment tomorrow at 2:00 PM

Hi [Name],

Reminder about tomorrow's appointment:

Tomorrow (Wednesday) at 2:00 PM
123 Main Street

Directions: [Google Maps link]
Parking: available in front

Can't make it? Reschedule: [Link]

See you!

3. Follow-up email (24h after visit)

Subject: Thank you for your visit! 🙏

Hi [Name],

We hope your visit met your expectations!

Could you rate our service?
[5-star rating buttons]

Need another appointment? [Book again]

Refer a friend - 10% discount for both!

Best regards!

SMS Reminders - Reduce No-Shows by 50-70%

Statistics:

• Open rate: 98% (vs 20% email)
• No-show reduction: -55-70%
• SMS cost: ~€0.03-€0.04
• ROI: 1:50 (each SMS saves ~€1.50-€2 in lost costs)

Best practices:

✅ Send 24h before (not earlier - they’ll forget, not later - too late) ✅ Short and clear (160 characters) ✅ Rescheduling link (51% use it!) ✅ Business name at start

Example:

[SalonAnna] Reminder: appointment TOMORROW 2PM,
123 Main St.
Can't make it? Reschedule: bit.ly/change12345

CRM Integration (Pipedrive / HubSpot)

Workflow automation:

New booking → → Create lead in CRM (name, email, phone, source: “online booking”) → Tag: “Scheduled appointment - [Date]” → Assign: To owner/specialist → Set reminder: “Prepare for visit” (2h before)

After visit → → Change status: “Active client” → Add note: “First visit - [service]” → Trigger: Follow-up email (24h delay) → Opportunity: If high-value (>€125), create deal

Benefits:

• Centralized client data
• Automatic lead nurturing
• Segmentation (new vs returning)
• Analytics (booking sources, conversion rates)

GDPR and Data Security - Compliance Checklist

What Data You Collect and Why

Personal data in booking:

Data	Processing Purpose	Legal Basis
Name	Client identification	Contract (Art. 6.1b GDPR)
Email	Send confirmations	Contract (Art. 6.1b GDPR)
Phone	SMS reminders	Contract (Art. 6.1b GDPR)
Address	Travel / invoice	Contract (Art. 6.1b GDPR)
IP address	Security / fraud prevention	Legitimate interest (Art. 6.1f GDPR)
Visit history	CRM, personalization	Consent (Art. 6.1a GDPR)

How Long to Keep Data

Recommended retention policy:

• Active customers: As long as using services + 6 months after last visit
• Inactive customers: 12-24 months after last visit, then archive or delete
• Financial records (invoices): 5 years (legal requirement)
• Marketing (newsletter): Until consent withdrawal or 3 years inactivity

Consent and Privacy Policy

Sample consents for booking form:

✅ I consent to processing my personal data (name, email, phone)
   for booking purposes according to Privacy Policy* (required)

☐ I consent to receiving marketing information and appointment
   reminders via email and SMS (optional)

☐ I consent to processing my data for analytical and service
   personalization purposes (optional)

Learn more: How to Secure Your Website

SSL and Encryption

Must-have security:

✅ SSL/TLS certificate - HTTPS mandatory ✅ Database encryption at rest - AES-256 ✅ Encrypted connections - TLS 1.3 for API calls ✅ Password hashing - bcrypt (if accounts) ✅ API keys secured - Environment variables, never hardcoded ✅ CORS properly configured - Only trusted domains ✅ Rate limiting - Protect against DDoS ✅ Input validation - Prevent SQL injection, XSS

Costs Breakdown and ROI

Cost Comparison: 3-Year Perspective

Option 1: SaaS - Calendly Professional

Year 1:

• Setup: €0 (self-service)
• Subscription: €22 x 12 = €264
• TOTAL: €264

Year 2-3:

• Subscription: €22 x 12 = €264/year

3-year cost: €792

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Option 2: Custom Integration (Astro + API)

Year 1:

• Development: €300 (one-time)
• Hosting: €8 x 12 = €96
• SMS notifications: ~€50/year
• Email service (SendGrid): €0 (free tier)
• TOTAL: €446

Year 2-3:

• Hosting + SMS: €146/year

3-year cost: €738

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ROI Calculation - Case Study: Physical Therapy Practice

Before booking system:

Costs:

• Receptionist (20h/week on phones): €500/month
• Lost bookings (no after-hours availability): -8 visits/month x €37.50 = -€300/month
• No-shows (30% without reminders): -12 visits/month x €37.50 = -€450/month

Total monthly cost/loss: €1,250

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After implementing custom booking system:

Investment:

• Custom integration: €300 (one-time)
• Monthly costs: €12.50 (hosting + SMS)

Savings:

• Receptionist: -70% time on phones = €350 savings/month
• Additional bookings (24/7): +15 visits/month x €37.50 = +€562.50/month
• No-show reduction (SMS reminders -60%): +7 visits/month x €37.50 = +€262.50/month

Total monthly benefit: €1,175

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ROI Timeline:

Month 1: -€300 (investment) + €1,175 (benefit) = +€875 Month 2: -€12.50 (costs) + €1,175 = +€1,162.50 Month 3: -€12.50 + €1,175 = +€1,162.50

ROI: <1 month ✅ Annual profit: €13,962.50 🚀

Common Mistakes and How to Avoid Them

Mistake #1: Too Complicated Booking Process

Symptom:

• 3 steps to complete booking

• Account creation required
• Form with 8+ fields
• Multiple pages/redirects

Consequences:

• 60-80% abandonment rate
• Client frustration
• Sky-high bounce rate

Solution: ✅ Max 3 steps: Service → Date/time → Contact ✅ Guest checkout - zero accounts ✅ Only essential info - Name, Email, Phone ✅ Single page - everything visible without scrolling

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Mistake #2: No Mobile Optimization

Symptom:

• Calendar doesn’t work on phone
• Time slots too small (can’t tap)
• Form requires 2-way scrolling
• Text too small (need to zoom)

Consequences:

• 73% of users (mobile traffic) leave
• Loss of 3/4 potential bookings
• Poor business perception (“unprofessional”)

Solution: ✅ Mobile-first design - design for phone first ✅ Large tap targets - minimum 48x48px ✅ Readable text - minimum 16px font ✅ Native inputs - type=“date” for date pickers ✅ Test on real devices - iPhone + Android

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Mistake #3: Unclear Availability Calendar

Symptom:

• Showing ALL days (including busy) - client clicks and “Unavailable”
• No indication of “nearest available”
• Too many options (60 days visible = overwhelm)
• Unclear time slots (2:00-3:30 or 2:00-2:30?)

Solution: ✅ Show ONLY available dates (hide busy ones) ✅ Highlight “Nearest available” - suggestion for undecided ✅ 2-week window - no more (less = easier choice) ✅ Clear labels - “Consultation 30 min (2:00-2:30 PM)” ✅ Loading states - skeleton during fetch (not blank screen)

Build trust with smart UX: 7 Elements Building Trust on Website

Implementation Step-by-Step - 4-Week Plan

Week 1: Planning and Solution Selection

Day 1-2: Requirements Gathering

✅ Answer questions:

• How many bookings daily/monthly on average?
• How many employees/stations need separate calendars?
• What service types (how many different durations)?
• Do you need online payments? (deposits/full payment)
• Do you want SMS reminders? (budget: ~€12-€25/month)
• What client data is necessary? (GDPR minimum)
• Do you need CRM integration?

Day 3-4: Solution Selection

Decision tree:

Are you a solopreneur/freelancer?
├─ YES → Calendly Free/Essentials
└─ NO → Read on

Are you in beauty industry?
├─ YES → Booksy
└─ NO → Read on

Do you need full control + have €300-€375 budget?
├─ YES → Custom integration
└─ NO → SimplyBook.me or Calendly Pro

Week 2-3: Technical Setup

For Custom Integration:

Day 1-2: Brief with Developer

• Discuss requirements
• Define user flow
• Determine tech stack
• Timeline and milestones

Day 3-10: Development

• Frontend (calendar UI, booking form)
• Backend (API, database)
• Calendar integration (Google/Outlook API)
• Payment integration (if needed)

Day 10-14: Testing & Refinement

• QA testing (edge cases)
• Mobile optimization
• Performance testing
• Security audit

Week 4: Launch and Optimization

Day 1: Soft Launch

✅ Launch for small group (VIP clients, friends):

• Send email announcement
• Request feedback
• Monitor first bookings
• Fix bugs immediately

Day 6: Public Launch

🚀 LAUNCH!

✅ Announce everywhere:

• Email to entire client base
• Social media posts
• Website update (big CTA)
• Google Business Profile post
• Newsletter

Summary: Your Booking System Decision

Quick Decision Matrix

Choose solution based on your profile:

Your Profile	We Recommend	Why
Freelancer, solopreneur, <10 bookings/week	Calendly Free/Essentials	Zero costs, quick setup, Zoom integration
Beauty salon, hair salon, cosmetician	Booksy	Dedicated for beauty, marketplace, mobile app
Medical practice, clinic, physical therapist	Custom integration	GDPR compliance, full control, medical forms
B2B consultant, coach, trainer	Calendly Professional	Payment links, multiple event types, branding
Workshop, service, technical services	Custom + intake forms	Intake forms, parts ordering, complex workflows
Multi-location, 5+ employees	Custom integration	Scalability, zero per-user fees, full control
Budget <€125	Calendly/SimplyBook Free	Sufficient for start
Budget €250-€375	Custom integration	Best long-term ROI
Need it NOW	Calendly/Booksy	Setup in 15-30 min

First Step: Start TODAY

Don’t wait for the “perfect moment” - every day without a booking system = lost money.

Action plan for next 48 hours:

Hour 1: Decision

• Review “Decision Matrix” above
• Choose solution (SaaS vs Custom)

Hour 2-3: Setup (if SaaS)

• Create Calendly/Booksy account
• Connect calendar
• Add 1 visit type (start simple!)

Day 2: Test

• Test booking (friend/family)
• Check email confirmation works
• Fix any issues

Day 3-7: Launch

• Embed on website
• Email clients (“New - book online!”)
• Monitor first bookings

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Final Thoughts

Online booking system isn’t “nice to have” - it’s business necessity in 2025.

Statistics don’t lie:

• 73% of clients expect online booking capability
• 45% more bookings average after implementation
• 60% no-show reduction thanks to automatic reminders
• 20+ hours monthly of saved time

ROI is obvious:

• Return on investment: <1-3 months
• Long-term profit: €12,500-€50,000 annually (depending on industry)

Competition already has it - don’t get left behind.

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Need Help with Implementation?

I offer comprehensive booking system integration services:

📦 “Booking Integration” Package - from €300

What you get: ✅ Custom booking system integrated with website (Astro) ✅ Google Calendar API synchronization (two-way) ✅ Email confirmations + reminders (SendGrid) ✅ SMS notifications (optional +€75) ✅ Admin panel (booking management) ✅ Mobile-optimized UX ✅ GDPR compliance built-in ✅ 2 weeks support after implementation

Timeline: 2-3 weeks from brief to launch

For whom: Service businesses, practices, consultants, workshops

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💼 “Booking + Payments” Package - from €375

Everything from basic package PLUS: ✅ Stripe/PayU integration ✅ Deposit collection (20-50% down payments) ✅ Automated invoicing ✅ Refund policy automation

For whom: High-value services (€125+/visit), international clients

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🚀 “Booking + CRM” Package - from €450

Everything above PLUS: ✅ Pipedrive/HubSpot integration ✅ Automated lead creation ✅ Email sequences (nurturing) ✅ Analytics dashboard

For whom: Businesses with CRM, sales teams, growth-focused businesses

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📞 Free 30-min Consultation

Schedule free consultation where we’ll discuss:

• Your business needs
• Best solution for you (SaaS vs Custom)
• Estimated ROI for your business
• Timeline and next steps

Book appointment: 📧 Email: contact@qualixsoftware.com 📞 Phone: +48 697 433 120 🌐 Online: qualixsoftware.pl/en/services

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Don’t wait for competition to get ahead. Implement online booking system TODAY and start earning more in the first month.

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Article prepared by Qualix Software - experts in creating high-performance websites for businesses. We specialize in booking system, CRM, and online payment integrations. Our projects average 200-300% booking increase in the first 6 months.