Local visibility on the internet is no longer a "nice-to-have" for small companies and course providers, but essential. Studies show that almost half of all Google searches have a local connection(sagapixel, 2025) - potential customers are therefore specifically looking for offers "nearby". 8 out of 10 consumers research a local business online at least once a week(backlinko, 2025). This change in customer behavior is strongly linked to the spread of smartphones: More and more people are searching for solutions on the go, locally and instantly. Google, for example, recorded a 200% jump in search queries such as "... now open near me"(keywordseverywhere, 2024). Speed and convenience dominate expectations. Users want to see results immediately and preferably make a booking directly without having to wait or make a phone call. Today, 50% of Germans have already booked an appointment online at least once(Bitkom, 2024) - and the trend is rising. Three quarters of those who use online appointment booking never want to do without it again(Bitkom, 2024). At the same time, 88% of consumers find making appointments by phone cumbersome and difficult to reach(Bitkom, 2024). Today's customers therefore expect to be able to find local offers online and book them directly. Those who are visible locally and enable immediate online booking will pick up these spontaneous customers - and gain a clear competitive advantage.
Most local searches start with Google - often even without the user explicitly entering a location. Google recognizes the local context (e.g. through GPS) and displays corresponding results. Google Search and Google Maps are the most important platforms here: Over 70% of users use normal Google Search for local searches, while around 51% use Google Maps directly(backlinko, 2025). Typical search queries include "language school near me", "pottery school Berlin Prenzlauer Berg" or "book swimming lessons Zurich online". A large proportion of these searches also take place on mobile devices - many users quickly type in "[searched course] + nearby" while on the move or use voice assistants to find offers in the area. Google's local search often directly presents the Local Pack (the "Google Maps Top 3") with a map, reviews and call-to-action buttons (for integrated booking systems). Customers look at reviews, photos, opening hours and distance - all of which influence their choice. Reviews play a hugely important role in local search behavior: 75% of consumers regularly read online reviews before choosing a local business(BrightLocal, 2025). Many also filter by star rating - for example, providers with less than 4 stars are often not even considered. At the same time, 88% of users place more trust in companies that actively respond to reviews and take feedback seriously(sagapixel, 2025). In addition to Google itself, some also use Facebook or special portals to find local providers, but Google remains the dominant starting point. In short: customers search locally primarily via Google/Maps, are guided by reviews and expect relevant information at a glance (address, opening hours, reviews and ideally a "book now" button). If your offer is visible and attractively presented here, the chances of a searcher becoming a booker increase considerably - especially if they can book directly online.
For local course providers - be it a language school, creative workshop, swimming school or therapy practice - basically the same local SEO principles apply as for other local businesses. However, there are a few specifics that should be taken into account:
An online booking system on your website is the key to turning searchers into paying customers. Local SEO may bring potential customers to your website - but without a convenient booking option, you may lose them to the next provider.
In short: more bookings, fewer bounces and greater customer confidence. 24/7 booking option and more bookings: Many prospective customers look for courses outside of normal opening hours - in the evenings or at weekends. A recent analysis showed that around 35% of customers plan their appointments after work (Webflow, 2022). With an online booking system for your website, you are bookable around the clock. Customers can reserve a course place immediately, even if your office is closed. This catches those inquiries that might otherwise fall through the cracks. According to a survey, 70% of consumers prefer booking appointments online to picking up the phone anyway (Get App, 2021) - they want to be able to book when it suits them. By catering to this desire, you automatically increase the conversion rate of your website.
Higher conversion through convenience: An online booking system dramatically lowers the hurdles for the customer. Instead of first having to write an email or pick up the phone (and perhaps end up on hold), the user can make a binding booking immediately if they are interested. This seamless transition from interest to action significantly increases the likelihood of a sale. Companies that have introduced online bookings have achieved some astonishing successes: according to an analysis by Webflow, turnover at small local service providers increased by an average of 37% after implementing an online booking system. In some cases, sales even doubled (+120%)(Webflow, 2022). The reason is clear - if you are easy to find online and can then immediately offer a booking, you are making the most of local demand. You will also pick up those customers who might otherwise hesitate to book with you because the booking process is complicated.
Gaining trust and professionalism: an online booking system with payment function signals seriousness and modernity. Customers place more trust in a provider when they see that professional software is in use that, for example, automatically sends booking confirmations, securely processes online payments and possibly even sends appointment reminders. In fact, 27% of users consciously choose the provider that offers online appointment scheduling if they have the choice(Bitkom, 2024). For younger target groups in particular, a company without online booking is perceived as less customer-oriented.
With a booking system, you also reduce no-shows (no-shows), as automatic email/SMS reminders ensure that the customer does not forget the appointment. Studies in the healthcare sector show that such automatic reminders reduce the no-show rate by around a third(blab, 2017) - other sources even report up to 90 % fewer no-shows thanks to consistent electronic reminders (SMB Guide, 2024). In addition, online payment or advance payment can increase the commitment, which further minimizes cancellations.
Less administrative work: The efficiency gains for you as a course provider should not be underestimated. A good online booking system relieves you of manual work - telephone inquiries, manual diary entries, manual confirmations etc. - all of this is automated. You can focus your resources on your core business (teaching, customer service) while the system organizes the bookings in the background. Double bookings or overbookings are technically prevented, customer data is properly recorded and you can keep track of who has registered for which course. This increases the quality of service: customers can, for example, rebook themselves or add themselves to waiting lists, which increases customer satisfaction and saves you administration time.
In short, an online booking system becomes a game changer because it converts the visibility gained on the Internet into actual bookings. You increase your turnover and at the same time offer your customers the modern service they expect - a win-win situation.
A successful online booking system should definitely meet technical standards that also bring SEO benefits. We already explained these aspects in detail in our blog post from 27 May 2025(What a good online booking system really needs), but here is a compact summary: Mobile optimization is essential, as 61% of users prefer to book via smartphone and expect a responsive, user-friendly design. Fast loading times are just as important - edoobox offers optimized widgets to help you increase your conversions. Data protection and GDPR compliance are essential; edoobox guarantees this reliably with EU-based servers, secure HTTPS encryption and PCI DSS-compliant payment processing. An integrated payment function, as offered by edoobox, reduces no-shows and significantly increases the binding nature of bookings. Accessibility must also be taken into account: edoobox attaches great importance to this and also ensures seamless integration into your website, individual adjustments and practical calendar synchronization.
Local visibility ensures more visitors - an online booking system turns them into customers. By being present in local search results and being directly bookable online, you significantly increase conversions and customer loyalty. Small businesses, schools and course providers in particular gain a sustainable competitive advantage by offering user-friendliness and a local focus.
Invest in both areas: Optimize your local online presence and implement a reliable online booking system like edoobox. This will make it easy for customers to choose you.
And if you are curious about what the future holds in terms of visibility, stay tuned for our next blog post on the topic of GEO (Generative Engine Optimization), in which you will learn how you can be optimally found on ChatGPT & Co.
