When was the last time you searched for a business’s website looking for information? Whether it was on your mobile device or desktop, the chances are that you frequently utilize the internet for this purpose.
Without a quality website, your restaurant is missing a vital avenue to interact with customers. Your website also makes it easy for consumers to order directly from you instead of using services that charge your restaurant upwards of 30% per order.
“A restaurant website can help build consumer confidence in your restaurant, which can help get consumers to pick you over a competitor, whether they're dining in or getting carryout,” suggested Erin Trampel, a senior graphic designer at Menufy.
Here are ideas to help you improve the quality of your restaurant’s website.
Essential Info: Address, Phone Number and Hours, Google Map
You want customers to spend their time on your website placing orders, not hunting for your business’s basic information. That’s why you should prioritize making it clear where you’re located and what your hours of operation are. If you have more than one location, make sure it is easy for patrons to differentiate between them.
Additionally, include your restaurant’s phone number or another means of communication.
Display important information on the homepage so customers can easily find what they need.
Keeping this information up-to-date and easily accessible can help improve where you appear in Google search results. “Having a well-crafted website can help you be found more easily online, especially by the type of customer who is just going to google, for example, ‘fresh sushi near me,’” explained Trampel.
To learn more about what you can do to improve your search ranking, visit Menufy’s SEO guide.
Link to Social Media
Active Facebook and Instagram accounts are vital to any business, not just restaurants.
Loyal customers rely on social media to peruse photos of new menu items and search for current promotions. New customers trying to learn more about your restaurant will look to your social channels to access the reliability of your business’s brand.
Add social links to the foot of your website so that they appear on every page.
Not only should restaurant operators post quality social content, but they should also link their various social media pages to their website. “Embedding direct links on your website makes it easy for customers to discover your social profiles. That will engage your audience so they can follow you and will want to order from you in the future,” according to Ana Echeverria, graphic designer at Menufy.
Online Ordering Links & Menu
People who order meals online prefer to do so directly from a restaurant’s website instead of a third-party provider. It must be straightforward for diners to order once they've navigated to your website.
One way to make it easy for guests to find your online ordering section is to place a call-to-action button on your home page. Your customers want clear direction, so it’s essential to include clickable buttons that indicate where they can place an order.
Include multiple clickable “Order Now” buttons to increase customer orders.
If your food truck, bar, or restaurant has not yet expanded dining options to include online ordering, you are missing a crucial avenue for increasing sales. According to a study conducted by the National Restaurant Association, online ordering has become routine for consumers, with 53% of adults stating that purchasing takeout or delivery food is now essential to the way they live.
Learn more about adding Menufy’s low-cost, integrated online ordering service.
Encourage Email Sign-Ups
Email is considered the most effective marketing channel, ranking even higher than social media. It can be used to create momentum for new menu items or special occasions, enticing people to order online from your establishment again and again.
Including sign-up prompts on your restaurant’s website will grow your email list. You can use this list to send promotions to customers that have opted in to receive emails.
Encourage visitors to sign up for deals to build your customer email database.
Included in Menufy’s service is a free email marketing tool that allows restaurateurs to create custom email campaigns within the Manager portal at no additional cost.
Discounts, Coupons & Loyalty Programs
Restaurants that are looking to increase online ordering and attract new customers should consider offering consumers a chance to get a discount at your restaurant. Our marketing experts recommend including information about these coupons or discounts on your homepage where patrons can easily see the offer.
By displaying featured deals, diners will be more likely to order from your site.
Restaurant operators should consider featuring their loyalty program on their website as well. If your restaurant hasn't created a loyalty program, you are missing out on a way to grow sales and improve your marketing efforts.
Menufy offers a built-in rewards program to encourage your customers to order again and again.
Include Enticing Photos
“If you only have time to do one thing for the content of your website, focus on the photos. You can never go wrong with good photos,” suggested Trampel.
Using too many stock photos can be a detriment to websites. “Relying heavily on stock photos can increase consumer complaints, especially when the photos and the food your customers are receiving don’t line up,” according to Trampel.
Use images of your restaurant’s food to entice potential customers!
You don’t need a professional to create content that will entice customers. By using Menufy’s informative guide, you can produce quality food pics on your own!
About Us
Customers want to feel connected to a restaurant. Trampel explained that diners “want to know how long you’ve been in business, why the owner chose to start the business, and what makes your business different from those around you.”
An “About Us” section increases customer interest in your restaurant.
Telling your story builds a relationship with your customers and will encourage them to support your business through their patronage.
Customer Reviews
A review page can help build trust in your restaurant and entice customers to leave more reviews. Reviews of your restaurant can be taken from websites such as Facebook, Google, and Yelp.
Displaying reviews on your website allows visitors to read what actual customers are saying about the quality of your food and service.
The reviews you feature should be from real diners, displayed with the reviewer’s rating, comments, first name, and last initial.
Final Considerations
Following our suggestions will substantially improve your restaurant’s website content, which could positively impact your bottom line.
If you are still struggling with inspiration, remember that you don’t need to reinvent the wheel. Ana Echeverria suggests that you “look at what your competitors are doing and look at other restaurants’ website designs and gather ideas of things you like/do not like.”
“It is never OK to copy their content, but it can help you get ideas for what you would like to include on your website,” reminded Trampel.
Menufy’s restaurant partners can ask our designers for advice on easy content to add to a website.
ABOUT THE AUTHOR
Melissa Dimmitt, Marketing Communications Coordinator
Melissa began her digital marketing career nearly a decade ago at a restaurant group. She worked with restaurant managers and executive chefs while coordinating seasonal menu releases, executing photoshoots, and creating fresh digital content.