Booking systems that work: Calendly, Cal.com, and your site

Why use a booking system

Booking links (e.g. Calendly, Cal.com, Acuity) let people choose a time without back-and-forth email. They work well for consultants, therapists, coaches, vets, and anyone who offers calls or sessions by appointment.

The trade-off: the booking flow often runs on the provider’s page or in an iframe. You need to place it clearly, keep it accessible [1]Source 1 , and make sure it fits your brand and audience.

Where to put the booking link

• One clear call to action: “Book a call,” “Book a session,” or “Schedule a free consultation.” Same label across the site so people know what to expect.
• Header or prominent spot: In the main navigation or hero so it is easy to find. Do not bury it in the footer only.
• End of key content: After a service description or “How it works,” add a “Book a call” or “Schedule a session” button that goes to the booking page.

For more on conversion and structure, see landing pages that convert and why your website is not getting enquiries.

Link vs embed

Link (open in same or new tab)

A button or link that goes to your Calendly/Cal.com page. Simple, and the provider’s page is usually built to be responsive and (often) accessible.

• Pros: No iframe, no extra code. You send people to a URL; they book and come back.
• Cons: User leaves your site. Branding is limited to what the provider allows (e.g. colours, logo).

Embed (iframe on your page)

The booking widget sits on your page in an iframe.

• Pros: User stays on your domain. Can feel more integrated.
• Cons: You must check that the embed is keyboard-accessible, that focus is managed, and that screen reader users can complete the flow. Not all embeds are equally accessible.

If you embed, test with keyboard only and a screen reader. If the embed is not accessible, prefer a clear link to the provider’s page instead.

Accessibility

• Link text: “Book a call” or “Schedule a session” is clear. “Click here” or “Book now” is less descriptive; add context if needed (e.g. “Book a 15-minute call”).
• Keyboard and screen reader: The link or button must be focusable and announced clearly. The booking page (or embed) must be usable with keyboard and screen reader. Test it.
• New tab: If you open the booking page in a new tab, say so in the link (e.g. “Book a call (opens in new tab)”) or use target="_blank" with appropriate accessibility attributes so users know what to expect.

For more on forms and accessibility, see form design that gets completed and designing for keyboard and screen reader users.

What to tell people

• What they are booking: “15-minute discovery call,” “Free consultation,” “Initial session.” Set expectations so they know what they are choosing.
• What happens next: “You’ll get a confirmation email with a calendar invite and a link to reschedule or cancel.”

Summary

Use one clear “Book a call” or “Schedule a session” CTA in a prominent place and at the end of key content. Prefer a link to the provider’s page unless you have tested an embed and it is accessible. Make the link text clear, test keyboard and screen reader use, and tell people what they are booking and what happens next.