In the past I've called and asked the hotel if they are willing to price match as I much rather want to be a customer of them, rather than Booking.com, and I think only around two times have they denied my request. Probably because those were very large hotel chains and didn't really care about one customer here and there. But smaller hotels have always accepted price marching for me.
Hotel websites aren't typically that great for good prices, nor for the ease of use. But talking to someone on the phone and quoting the booking.com (esp. genius) price can give you a good anchor, and many hotels will at least match it.
