Pages an axe throwing venue's website should have

Your website has one job. Get a stranger from "I fancy throwing axes" to "I've booked".

That sounds simple, and it is. The trouble is that most venue sites bury the answers: what it costs, who it's for, how to get in the door. So here are the pages an axe throwing venue needs, what goes on each, and what to leave off.

Purpose: Tell a first-time visitor what you are, where you are, and how to book, within a few seconds.

Start with one plain sentence: what the venue is and what a visitor does there. "Axe throwing in [your town], with coaching included" does the job. Put your town in that sentence, because people look for you by place.

Under it, add a clear "Book now" button. Make it obvious and put it where a thumb can reach it on a phone. A second button for groups helps if you take group bookings.

Then give the basics in short blocks. What a session involves. Who can come. Where you are. Your opening hours. A few real photos of your own lanes and your own staff do more than any stock image, so use yours.

Add links to the other pages in this guide: sessions and prices, what to expect, groups, food and drink, how to find you. If you have a bar, say so on the home page, because it changes who walks through the door.

Keep the page short. It's a signpost, not a brochure. Every extra paragraph is another reason for someone to give up before they reach the button.

Avoid long welcome speeches, auto-playing video with sound, stock photos of lumberjacks, and a menu with fifteen items. Avoid hiding your address and phone number in the footer only. And avoid slogans that say nothing; "the ultimate experience" tells a visitor nothing they can use.

Purpose: Let people compare what's on offer and pick one without having to ask you.

List each session type you run. For every one, say how long it lasts, how many people it suits, and what's included: coaching, axes, a lane to yourselves or a shared one. If a session includes a drink or a food item, say so. If it doesn't, say that too.

Write it so that a stranger could read it and know exactly what they're buying. Use the same words you use at the front desk. If you call it a "Standard Session" in the venue, call it that online.

On prices, here's the honest rule: show them only if you'll keep them current. A wrong price on your site is worse than none, because it starts the visit with an argument. If your prices change often, put a short line saying "prices correct as of" and update it when you change them. If you can't commit to that, say what the booking page will show and send people there.

Make the page easy to read on a phone. A simple table or short blocks work better than a long paragraph.

Finish the page with a booking button. Don't make people go back to the menu to find it.

Avoid vague names like "Gold Experience" with no explanation underneath. Avoid prices that only apply in the small print. Avoid listing every possible add-on in one long block. And avoid copying the same text onto several pages; if you run different session types, each needs its own distinct description.

Purpose: Turn interest into a confirmed slot with as few steps as possible.

This is where the money is. Treat it as the most important page on the site.

Show available times clearly. Ask only for what you need: name, number of people, date and time, a phone number or email. Every extra box loses someone.

Say what happens next. Will they get a confirmation email? Do they pay now or on arrival? What is your cancellation and rearranging policy? Put that in two or three plain sentences, not buried in terms and conditions.

State the minimum age and any other rules you set, or link straight to the page that does. Better to say it here than to turn a family away at the door.

Give a phone number for anyone who'd rather talk. Some people want to ask a question before they commit, and a number they can ring is the quickest way to keep them.

Test the page on your own phone, on mobile data, with one hand. If it's awkward for you, it's awkward for them.

Avoid sending people to a different site with a different look and no explanation. Avoid forcing account creation before booking. Avoid hiding fees until the last step. And avoid a booking form that works on a desktop and falls over on a phone.

Purpose: Calm nerves, set the rules, and make a first-timer feel they can do this.

They worry they'll look daft. This page is where you put that worry to rest.

Walk through a session in order: arrival, check-in, the briefing, the coaching, the throwing, how long each part lasts. Keep it factual and friendly. Say who runs it and what they do.

State your rules as you've set them. Minimum age. What to wear, such as closed-toe shoes if that's your policy. Whether people need to be sober. Whether bags and coats go somewhere. Write them as your venue's own rules, not as general law. If the rules matter for insurance reasons, check with your insurer so what you publish matches your cover.

Say whether people can turn up as they are or need to bring anything. Mention accessibility if you can speak to it honestly: step-free access, space, seating. If you're not sure, ask your local council or a relevant access body before you make a promise you can't keep.

A short FAQ at the foot of the page works well. Use the questions people actually ask at your door.

Avoid macho language that makes beginners feel unwelcome. Avoid a wall of rules with no explanation. Avoid promising that anyone can hit the target; coaching helps, but you can't guarantee a result. And avoid leaving age limits vague.

Purpose: Show organisers what you offer and make it easy for them to enquire. Only include this page if you take these bookings.

Group bookings are often arranged by one person on behalf of many, so write for that person. They want to know what's included and how many you can take, plus how long it lasts. And how they ask for a quote.

Split the page by type only if each type is genuinely different. A birthday booking and a work event need different details, so give each its own short section. If they're basically the same offer, one page is better than three near-identical ones. Copying a page and changing a few words doesn't help anyone, and Google's spam policies treat many near-duplicate pages made mainly to manipulate rankings as spam.

Say what you can provide: private lanes, a host, food and drink if you offer them, space for a presentation or a few words from the boss. Say what the organiser has to arrange.

Put a clear enquiry form or phone number on the page. Ask for date, group size, type of event and contact details. Reply promptly, and say how quickly you aim to.

If you hold a bar licence and group packages include alcohol, link to your food and drink page rather than repeating the details.

Avoid showing a package you don't actually offer. Avoid vague "contact us for prices" with no hint of what's included. Avoid stuffing the page with every possible occasion. And avoid fine print that surprises the organiser later.

Purpose: Tell visitors what you do to keep them safe, in your own words, and nothing you can't stand behind.

People want to know that you take this seriously. Say what actually happens at your venue. Every session begins with a briefing. Staff supervise the lanes. Throwing happens only in marked areas. Describe it as you run it.

Write in your own voice, as the person who runs the place. Short sentences work. "Every group gets a safety briefing before the first throw" says more than a paragraph of formal language.

Do not claim compliance with a standard, or that you hold insurance cover, unless it's true and you can show it. If you want to mention insurance, check the wording with your insurer. On safety rules, age limits and licensing for activity venues, check with your insurer and your local council. Don't state a rule on your site that you haven't confirmed.

Give people a way to raise a concern or ask a question before they come: a phone number or email. If anyone has a medical condition or access need, invite them to get in touch first.

Keep this page calm and factual. It shouldn't read as a legal document, and it shouldn't read as an advert.

Avoid saying you're "fully compliant" or "fully insured" unless you can prove it. Avoid copying another venue's safety page word for word. Avoid scary language. And avoid claiming that no one has ever been hurt; you can't know that.

Purpose: Explain what you serve, how alcohol is handled, and how it fits into a session. Only include this page if you offer food or drink.

Start with what's actually on offer: a bar, a small menu, snacks, soft drinks, or nothing at all beyond water. If people can bring their own, say so. If they can't, say that too.

Put your menu or drinks list on the page as text, not as a photo of a menu that can't be read on a phone. Update it when it changes.

Alcohol needs care. Selling it permanently needs a premises licence from the local council, which is the licensing authority. The designated premises supervisor, known as the DPS, has day-to-day control and must hold a personal licence. Licensable activities cover the sale or supply of alcohol, regulated entertainment such as live or recorded music, and late night refreshment, meaning hot food or drink between 11pm and 5am. Beyond that, check with your local council about what applies to you.

Say how alcohol fits with throwing in your venue's own terms. Is there a limit? Is there a point where staff will stop service? State your house policy, as long as it's one you actually follow.

If you sell, cook, store, handle or prepare food, you must register as a food business with your local authority at least 28 days before trading. Each site needs its own registration. Temporary and mobile set-ups need to register too.

Avoid promising a menu you don't serve. Avoid implying anyone can drink as much as they like. Avoid leaving out your house rules. And avoid publishing allergy claims you haven't checked; speak to your local authority if you're unsure.

Purpose: Get people through the door on time, without a frantic phone call from the car park.

Give the full address, with postcode, as text. Add a map people can open in their own map app. Describe the last stretch the way a regular would: "we're the unit with the green door, behind the garage" is more use than a pin that drops fifty metres off.

Cover how people actually arrive. Parking: where, how much space, whether it's free or paid, and what to do if it's full. Public transport: nearest station or bus stop and a rough walking time, but only if you've walked it yourself. Taxi drop-off point.

Say what the entrance looks like, and where reception is once inside. Industrial units are hard to spot, and a first-timer who can't find the door is already in a bad mood.

If your venue is up stairs or has a step at the entrance, say so. If it's step-free, say that. Check any accessibility wording is accurate.

Give your opening hours here, and mention holiday hours. They should match what's on your Google listing, because mismatched hours are the quickest way to annoy a visitor.

Avoid vague directions like "near the town centre". Avoid a map that only works on one type of phone. Avoid listing parking that isn't yours to promise. And avoid hours that differ from page to page.

Purpose: Make sure your free Google listing is complete and matches your website exactly. It isn't a page on your site, but it works like one.

This is the box with your name, hours, photos and map pin that appears when someone searches for you or for axe throwing in your area. Claim it, if you haven't, and fill it in properly.

Use your real business name, the one on your shopfront, website and stationery. Don't add extra words to the name to try to catch more searches; Google's guidelines say not to. And you can't pay for a better local ranking.

Check the basics: address, phone number, opening hours, booking link, category, a short description, and plenty of real photos. Make sure the website details match what's on the listing. Keep your hours updated, including holiday hours, and update them before the holiday, not after.

Why bother? Our own check, run in Google UK on 18 October 2026, looked at six activity searches. It was a small sample: one day, one place, one AI tool. Treat it as a signal, not proof. In the one search with no town named, only one of the top ten results was a business's own site and nine were listing or booking sites. In searches naming a town plus an activity, businesses' own sites held between four and ten of the top ten, and a map listing appeared alongside. When ChatGPT with web search was asked the same kind of questions, every answer named four to eight individual venues, and the links pointed to Google, not to a listing site.

What that suggests: a venue with accurate pages and an accurate Google listing has a real chance of being found by name, in near-me searches and in AI answers. Listing sites remain useful for selling tickets. For scale, UK monthly estimates from DataForSEO on 18 October 2026 put "axe throwing near me" at 6,600 and "axe throwing london" at 4,400. These are national estimates, not figures for your town.

Avoid stuffing the business name with extra words. Avoid leaving old hours up. Avoid a listing with no photos. And avoid details on Google that disagree with your website.

Purpose: Show visitors real feedback and show that you respond to it.

A reviews page can be as simple as a short selection of comments from real customers, with their permission, plus links to where the full set lives. Link to your Google listing so people can read everything, not just what you picked.

Choose comments that say something specific. "Great fun, the coach was patient with beginners" is useful. "Brilliant" on its own isn't. Don't edit what people wrote, and don't invent any.

Make it easy to leave one. After a session, send a short thank-you message with a direct link, or put a card or QR code at the bar. Ask everyone, not only the people who looked happiest.

Reply to reviews, good and bad. A calm, short reply to a poor one, offering to put things right, shows you pay attention. Don't argue. Don't copy and paste the same reply every time.

Keep the page current. Comments from years ago sit oddly beside a venue that has changed.

Avoid buying reviews, writing your own, or offering discounts in return for positive ones. Avoid deleting every unflattering comment you're able to. Avoid showing quotes with no source. And avoid claiming a star rating you can't point to.

Purpose: Show visitors who runs the place and why they should feel comfortable handing over a Friday night.

Tell the story briefly. Who started the venue, when, and why. Name the people people will meet: the owner, the head coach, the bar lead. A real photo of the team helps more than any slogan.

Say something true that's particular to you. Maybe you built the lanes yourselves. Maybe you came from a different trade. Keep it short and avoid grand claims.

If you operate as a UK limited company, your website must show the registered company name, the registered number, the registered office address, and where the company is registered. A line in the footer or on this page covers it. Check it matches the details on record.

Add contact details and a way to reach a real person. Link to your safety page and your booking page so anyone who reads this far can act.

Avoid bragging about being "the best" or "the biggest" without proof. Avoid vague corporate language. Avoid leaving out company details if they apply to you. And avoid a team photo that's years out of date.

If you're starting from scratch, build in this order.

1. Home page: say what you are, where you are, and put a booking button on it.
2. Sessions and prices: list what each session includes so people can choose.
3. Booking page: make it work on a phone in as few steps as you can.
4. Google Business Profile: claim it, fill it in, and match it to the site.
5. What to expect: calm first-timers and state your rules.

Everything else can follow once these are working.

Not sure which of these topics your site already covers? Seracu offers a free snapshot that shows which topics your site lacks compared with competitors.