Websites have become a critical part of almost every successful restaurants marketing strategy and yet we see a lot of restaurants struggling just to get the basics right. With that in mind we created this simple list of things you need to get right..
1. Know Why Your Users Are Visiting Your Website on Their Phone
Pro-tip: Mobile users and desktop users are looking for different things in their experience. A high percent of mobile users are looking for a few quick things when they visit your website.
Mobile users want:
- A visible phone number they can click to call
- A link to directions
- A way to browser your menu without download a PDF
- An easy way to make reservations
2. Know Why Your Users Are Visiting Your Website from a Computer
Desktop visitors to your restaurant website want all the same things that a mobile user want but they are not in hurry and they may be more interested in food photos, reviews, and information about the restaurant. They are more likely to be researching an upcoming visit or trying to look for a private dining room or catering.
Desktop users want:
- A visable phone number they can call
- Information about the restaurant and maybe the chef
- Access to the menu
- Links to make reservations
- Photos of the food
- photos of diners and what they are wearing (Important for fine dining establishments and private parties)
3. Don't Use Stock Photos
You probably spent a ton of money on your decor and build out. You think your food looks delicious and mouth watering - so why does your website have stock photos of food. This is more common than you would think especially with restaurants that use DIY websites builder tools.
Spend a few dollars on professional photos of both the restaurant and the food for your website. Your bottom line will thank you for it.
4. Every Location Should Have A Web Page On Your Website
Another mistake we see from restaurants that have multiple locations is that they don't give the locations a specific page on the website. We like to build whole sections about each location. This has a number of benefits for your customers and for your search engine rankings.
Every location for your multi-location restaurant should have a page that includes that locations phone number, address, map and other relevant details for the local client.
Treat every location like its own small business.
5. Build an Email List
Your website is a great place to get people to signup for your VIP club or email list. A great email list can be used to drive traffic during your slow times and to push your revenue numbers to new highs. We have one client that is uses its email list like a cash register. They can turn on the revenue when ever they need a few more covers.
Use your website to grow your email list and put together a solid email marketing plan to take advantage of it.
Building a great website does not have to be complicated. Using great images, customize the mobile version so that the mobile user has easy access to the information they want, give your desktop users all the information and photos they can use, and build your email list so that you can market to your customers when the restaurant is slow.
Do these things and you will make the most of your restaurant website.