Your website is your digital welcome to your visitors. This is your moment to shine and give your guests the first taste of your leisure centre’s experience, show off fun activities and get people excited to come to your venue(s).
That means your website should be as awesome as your venue. After all, at least 90% of today’s visitors check you out online before they come to your location - preferably on their mobile phones.
If they have a great experience with your website, they’ll probably think they’ll also have a great experience at your leisure centre.
So the more people you can convince through your online experience, the more will book and schedule your activities.
Reason enough to apply these Family Entertainment Centre website (FEC website) guidelines to create the best website possible. The most important pointers?
At Briq Bookings we use these guidelines to help increase our customers’ revenue and online bookings.
“Great websites convert over 60% more visitors than poor websites” according to our Briq data expert Julian Glenesk.
A well-functioning website is key to a good experience, and is even more important than great visuals. You don’t want your visitors to have to wait or not understand what they’re looking at or where to find information.
Therefore, make sure that...
A good website loads within 2 to 3 seconds. The moment your website is 1 second too slow, this will lead to 11% fewer visitors viewing your page, 16% less satisfaction and 7% fewer conversions. So when your website is several seconds too slow, this will have a very negative impact on your number of bookings.
On top of that, a slow website causes you to rank lower in Google. Is your website too slow? Find out how to get your website to load more quickly now.
90% of your customers will want to book you using their mobile phones. If they can’t, they’ll either call or email you (which will cost you more time) or try out another venue.
So we can't stress enough how important it is that your website and webshop work well on mobile phones.
In the example below you can see what an easy to navigate leisure website looks like.
What’s most important? That your Book now button can always be found. To check if your website is easy to navigate, take the following steps:
R1 Indoor Karting’s website is easy to navigate. All activities are shown in the navigation bar and Book now buttons are always visible.
During our E-commerce Academy we help you improve the navigation of your website (and webshop). So sign up to start using Briq for free if you want to join our courses.
You want to keep the number of clicks to book an experience to a minimum. To experience what that should feel like, you can check out our demo webshop.
Yes, we already covered this, but we added it again to cover how important this is! If you’re online bookable, your guests should always know where they can click to make their bookings.
Also, make sure your Book now button leads to the best possible booking flow, for example with a Briq webshop.
To get people excited about your activities, you can already make them feel as if they are at your venue through the way you design your website.
To successfully achieve that you need to make sure that...
Are your brand’s colours black and red? Then make sure your website is mainly black and red too. You want to make sure your online experience is just as on-brand as your offline experience. To do so, we also advise you to avoid generic stock photos and use on-brand photos of your activities and your venue.
At DeFabrique’s website you immediately see what their venue is like.
Laughing family and friends enjoying your activities is what you’re looking for. Or perhaps your activities are more exhilarating and you want to show action, excitement and movement!
Whatever emotions you want your guests to feel… make sure you capture them in your visuals and in your copy.
But also think about a brand such as Disney with a website where everyone is smiling and being enchanted by the Disney experience.
Never forget to communicate why your activities are awesome for your guests.
Our tip is to get a copywriter on board to help you get your texts as on point as possible. You can find great copywriters via platforms such as Upwork, Fiverr or simply on LinkedIn.
A copywriter can also help you rank better on Google using SEO. For example, you want to make sure that visitors find you when they're Googling for a specific activity that you offer in your area.
Most potential visitors use Google to make their choice for a leisure centre. Ranking number 1 will get 80% of those searching visitors to visit your website, which significantly increases your chance that they'll also book your venue.
Think about all the information you share in your brochures and flyers and all the questions your visitors regularly ask in person or over the phone. Now make that information available on your family entertainment centre website.
You need to make sure that...
In this case, more is more. Even though you shouldn’t overwhelm your visitors with a busy website where they don’t know where to look, you do want to show what you’ve got to offer. You can add a separate page or section where you showcase all your activities in a stylish overview with pictures and a clear name (if an activity is about axe throwing, call it axe throwing - that's the clearest name there is).
When your visitors click on your activities, they should also be able to read the details about these activities that are relevant to them. Can kids join? How large can the groups be? Do they need to wear special clothing? This is the place to answer your most frequently asked questions per activity.
Your activities should also be bookable with a link to your webshop. For example, Briq Bookings enables you to be bookable and your visitors can even combine multiple activities and food, drinks and merchandise to create their own personalized itinerary.
Show your deals and pricing on your website and then send your visitors to your optimized webshop.
A webshop can be of great help to promote your most popular deals or push your guests to visit you at times when it’s usually not that busy. This way, you can maximize your capacity.
In the example below you can immediately find the opening hours “Openingstijden” next to the most important Call to Action: Get Tickets. This first overview also shares the phone number and the facts that the Kartfabrique is 100% child friendly and you can cancel bookings free of charge.
On top of that the Kartfabrique communicates that it offers the most fun day out in Utrecht, the city where they’re located.
Next, when you click on the menu (on the far right in the navigation bar next to Tickets), you can plan your route, start chatting with any employees and get an overview of everything the Kartfabrique offers. It even has a search function to find any other information you may be looking for.
First and foremost, you need to inform your guests about the safety of your activities and reassure them that you concur with all exsisting safety guidelines.
Secondly, you want to share on your website that you won't use their data without their consent and that your booking flow and payment methods are safe too, for example when you use our Briq Booking and Stripe integration.
Thirdly, with COVID-19 it’s become of key importance to inform your guests about their safety when they simply visit your venue. Try to manage your capacity in the best possible way to avoid unnecessary cues, crowds and waiting times, for example with Briq Bookings scheduling software.
Think about all the questions your guests continuously ask you, write them down, and answer them on your core pages or add a section with frequently asked questions and their answers to your pages and homepage. Such a section will also help you rank better in Google!
R1 Indoor Karting added information about COVID-19 guidelines on their homepage to answer one of the core questions their current visitors may have.
Would you like to learn more about e-commerce, like how to improve your webshop and ways to improve your booking and scheduling flow for your leisure centre?
Simply leave your email address in the chatbox on the bottom right with the comment E-commerce and we'll send you your top tips each week.
You can also start using Briq for free and join our E-commerce Academy so that our Customer Success Team can give you custom advice to create a better online experience for your guests!