Pages an escape room's website should have

You probably searched "escape room website" or "escape room marketing", and fair enough. Both are quiet searches: DataForSEO estimates about 40 a month in the UK for the first and about 10 for the second (the US figures are 320 and 20). The searches your customers type are far louder. "Escape rooms near me" is estimated at 60,500 a month in the UK, and "escape room london" at 27,100. So here's the plain version: your site can win some of those searches, but only if it's built properly, and this page lists what to build.

Purpose: Tell a stranger in about ten seconds what you are, where you are and how to book.

Say it at the top, in words. "Escape rooms in [your town]" beats a slogan every time. Add the address, the number of rooms, and a booking button that's easy to spot. If somebody lands from a map listing, they want to know they've reached the right place.

Then point onward. Link to each room, to the booking page, to groups and to how to find you. The home page is a signpost, not a brochure.

Keep the name consistent. Whatever you're called on the door, on your Google listing and on the page, use that exact name. Google's guidelines say the listing name should be the real-world name you use on your sign and website.

Avoid vague taglines, autoplay video that blocks the booking button, and a wall of text about how passionate you are.

Purpose: Give each game its own page with the real details a customer needs to decide.

Every room gets its own address on your site. Cover the theme, the story in two lines, the group size, how long the game runs, the difficulty, the accessibility details, the price and the age guidance. That's the whole list.

Be honest about difficulty. Give it only as you really judge it. If your hardest room beats most groups, say so. If it's a gentle one for families, say that instead. Customers who book the wrong room leave bad reviews, and that costs more than a lost booking.

Put the practical bits in plain text, not inside images. Price, group size and age guidance are what people scan for, and plain text is easier for both people and search engines to read than text inside a picture.

One page per room also gives you something to link from the booking page, and something to match against a search for that room's name.

Avoid copying the same blurb across rooms, vague "suitable for everyone" claims, and pricing that only appears after the customer has started booking.

Purpose: Let a person on a phone, probably in a hurry, pick a room, a time and a group size, and pay.

Test it yourself on your own phone, on mobile data, standing up. If you can't finish a booking in a couple of minutes, neither can your customers. Check that the buttons are big enough to press, the calendar is readable and the total price shows before payment.

Show what happens after they book. A confirmation email, the arrival time, and the address. Say what happens if they need to change the date, and keep the answer short.

Whatever booking system you use, link to it from every page. Don't make people hunt for it. And make sure it carries your business name, not just the software's.

Avoid pop-ups that cover the form, asking for an account before a booking, and hiding the price until the last step.

Purpose: Capture the bigger bookings, but only if you actually offer them.

If you run birthday parties, give them a page. If you do corporate events, give those their own page too. One page each, not one muddled page for everything. A parent planning a party and an office manager planning a team day want different information.

For each, say what's included, the group size, how to enquire and roughly how far ahead to ask. Keep to what you really do. If you don't offer a service, don't create a page that implies you do.

Make the enquiry route simple: a short form, an email address, a phone number if somebody will answer it. Then answer promptly. The best page in the world doesn't help if the enquiry sits for a week.

Avoid listing services you don't run, "contact us for a quote" with no detail at all, and one generic page covering every kind of event.

Purpose: Answer the questions people ask before booking, so they don't have to message you.

Start with the real questions. The "people also ask" box on the London escape room search showed "Can an 8 year old do an escape room?", "Are escape rooms fun for couples?" and "Why are escape rooms so expensive in the UK?". Those are genuine questions from real searchers. Answer them plainly on your own FAQ page, in your own words, for your own rooms.

Then add your own. What happens if we're late? Can we bring a child under a certain age? Is there a locker? Where do we wait? Do you need to be fit? Your inbox and your front-desk staff already know the list.

Short answers win. Two or three sentences each. Where the answer is a policy, state it. Where it's a judgement call, say that too.

Avoid answers that dodge, such as "it depends" with no follow-up, and don't answer the price question with defensiveness. Explain what the price covers and leave it there.

Purpose: Let someone buy a voucher without having to ring or email you.

Vouchers are a booking in waiting. A short page should say what the voucher covers (a room, a group size, or a set amount), how long it lasts, how it's delivered and how the recipient redeems it. If vouchers can't be refunded, say so up front.

Make buying one as easy as a normal booking, and just as usable on a phone. A gift buyer is often shopping in a hurry, close to a birthday, and they won't wait around.

Say plainly how a voucher holder books a slot. People lose vouchers or forget them, so a clear redemption route saves you queries later.

Avoid vouchers with unclear terms, expiry rules buried in small print, and a buying process that needs a phone call.

Purpose: Get people to the door, on time, without stress.

Give the full address, then the transport: nearest station, bus routes if they help, and a short walk description from each. Say where people can park, and be honest if parking is awkward. Add what to look for at the entrance, because many venues sit above shops or down side streets.

State the arrival time. If groups should turn up ten or fifteen minutes before their slot, say exactly that, and say what happens if they're late. A game that starts late can't always be given back the lost time.

Embed a map, but don't rely on it alone. Write the directions in words as well. It helps people on slow connections and anyone using a screen reader.

Avoid directions that assume local knowledge, a map with no written address, and any vague "easy to find" claim.

Purpose: Tell customers plainly how the venue keeps them safe and who can take part.

Start with the law, because it applies to you. In England and Wales, the "responsible person" for non-domestic premises (the employer, owner, landlord or occupier with control) must carry out and regularly review a fire risk assessment, and keep a written record. GOV.UK calls this the Fire Safety Order. Different rules apply in Scotland and Northern Ireland. GOV.UK has the detail, so check it for your own situation.

Then say what's true for your venue. How can a game be stopped? How can people leave if they want to? If a group member feels unwell or anxious, what happens? Describe it plainly and only as it really works. Don't claim a feature your rooms don't have.

Accessibility needs the same honesty. Say which rooms have steps and which are tight. Flag the ones with darkness or loud sounds, and which suit wheelchair users or people with other needs. Customers would rather know now than find out at the door.

Avoid safety claims you can't back up, copying another venue's wording, and treating accessibility as a single line at the bottom of the page.

Purpose: Get your venue into the local results, where "near me" searches are decided.

In the search check described below, a local map pack showed in all six activity searches. That's the block of venues with a map. And when ChatGPT was asked about the best escape rooms in London, it linked each venue it named to a Google Maps listing. So your Google Business Profile does a lot of work.

Google's own rules are plain. The name must be the real-world name of the business. The address must be accurate. You can't pay for ranking. Local results rest on relevance, distance and prominence. That means a complete, accurate profile, a name that matches your site, and real reviews.

Fill in everything: opening hours, the booking link, photos, the category, a short description. Keep the details the same as on your website.

Avoid stuffing keywords into the business name, using a fake or unstaffed address, and leaving the profile half-finished.

Purpose: Build the proof that makes a stranger trust you.

Ask every group, every time. A simple card at the end of the game, or a follow-up email with a direct link. A quick mention from staff as people leave works too. Many happy customers won't leave a review unless asked.

Reply to reviews, good and bad. A calm, factual reply to a complaint tells the next reader more than the complaint did. Don't argue, and don't copy the same reply every time.

Show the reviews you earn on your own site too, but only real ones, in full, with nothing edited to flatter you. Tell customers where to leave them: your Google profile is the obvious place.

Avoid paying for reviews or writing your own. Don't ask only the people you know were happy, and don't delete criticism you can fairly answer.

Purpose: Understand what the search results really look like, and where your own site can still win.

Here's the evidence, with its limits stated plainly. This was one day's check, 18 October 2026, of six activity searches on Google UK, on desktop, run through DataForSEO. It isn't a law of nature.

For "escape rooms london", the top ten organic results held five escape-room operators' own sites and five listing, booking-platform or editorial sites, including DesignMyNight, Viator and Groupon. A "find results on" block (DesignMyNight, Viator, Groupon, Tripadvisor, Quest Hunter) and a local map pack also appeared. No Google AI Overview showed.

Across all six searches, the pattern held. The map pack showed in all six. The listing-site block showed in five. Operators' own sites held four to six of the top ten in four of the six searches, and all ten for cooking classes. Only the unlocated "pottery classes near me" was dominated by directories, with one operator in the top ten.

Read that carefully. On a generic search, listing sites take a block of the results. But local searches, and searches on your own name, are still where an owner's site can compete. "Designmynight" itself is estimated at 3,600 UK searches a month, so people do search by platform name. They also search by yours, if they've heard of you.

AI answers matter too. One check, same day: ChatGPT (gpt-4.1-mini, web search on, UK) was asked "What are the best escape rooms in London?" and five similar activity questions. Every answer named individual venues, four to eight each, linked each to a Google Maps listing, and named no listing website. One model, six questions, one day: a signal, not proof.

So the job is to be a venue that's easy to name, easy to find on a map, and clear on its own pages. Nobody can promise you a ranking.

Avoid ignoring listing sites entirely if they send you bookings, relying on them as your only shop window, and treating one day's results as permanent.

Purpose: Show customers, plainly, who is behind the venue.

If you trade as a UK limited company, GOV.UK says your website should show the registered company number, the registered office address, where the company is registered, and that it is a limited company. The footer is the natural place. Add the venue's trading name if it's different, plus a contact email and phone number.

If you sell alcohol, remember it needs a premises licence (GOV.UK alcohol licensing, England and Wales). Check the rules for your own premises, and keep the licence details in order.

A complete footer is a small thing. It tells a nervous first-time booker that a real business with a real address stands behind the page.

Avoid a footer with only a copyright line, details that don't match your registration, and company information that's out of date.

Purpose: Give you an order of work, so you aren't staring at a blank site.

1. Home page. Name, town, what you do, a booking button. Done in an afternoon, and everything else hangs off it.
2. One page per room. Start with your busiest room, then work through the rest. Real details only.
3. Booking page that works on a phone. Test it on your own handset before you tell anyone it's live.
4. How to find us. Address, transport, parking, arrival time. It cuts late arrivals and anxious phone calls.
5. Safety and accessibility. Fire risk assessment facts, how a game can be stopped, how people can leave, and what's accessible. Only what's true.

Then add the FAQs, vouchers, groups, reviews and the footer details, and keep your Google Business Profile in step with all of it.

Avoid waiting until everything is perfect. A plain, accurate five-page site beats a polished one that's still in draft.

Not sure which pages you're short of? Seracu offers a free snapshot: a free look at which topics your site lacks compared with its competitors. For more background, see our guides on SEO for small business, content gap analysis and getting found on Google, and getting found by ChatGPT and AI search, or browse the activities and experiences pages and the wider pages you should have directory. Or start with the five pages above.