Nowadays, customers conduct their initial research on firms via social media platforms. Before dining out, many consumers use restaurant recommendations and reviews to assist them in making their selection. We've compiled a few useful recommendations for enhancing your website and transforming it into a potent online marketing tool.
Local SEO that includes NAP - Name, Address, Phone Number, and Hours of Operation
Along with optimised contact information and an embedded Google map, ensure that your website and indexed pages for search engines include local information about your business. Information regarding your restaurant's location, such as the restaurant's address and the neighbourhood in which it is located, should be included, as well as its operating hours.
You can learn how to adopt local SEO for your restaurant's website by reading this article from Search Engine Land. This will help your restaurant's website be more easily found in search engine results.
In order to facilitate communication, you should make contact information available on your website's home page. This includes your address, phone number, and hours of operation.
Keep in mind that you want to make it as simple as possible for your visitors to find you, so avoid making them wander about aimlessly.Similarly, if your restaurant has many locations, include all of them. Apart from providing a positive user experience, including correct important information on your homepage will help you rank higher in Google search results.
Additionally, your information should be current in Google My Business. Google is frequently the first place a potential consumer will see your website, so ensure that your entry is correct and includes your hours, locations, and ordering information.
Design and branding that are pertinent
With an understanding of the market in your area, you can build your website to appeal to your target demographic. Consider the following when conducting market research: Is your business located in a residential neighbourhood? Are there any nearby universities or offices? Who are your area's competitors? Your website's tone and graphics should reflect the tastes of your target demographic. If the majority of your audience consists of students and young consumers, make the site enjoyable and intriguing. If your target demographic is primarily CEOs and older adults, be sure to employ language that appeals to them as well. When developing a restaurant website, be sure to select a website template or design that accurately reflects the restaurant's atmosphere and experience. For example, if your restaurant is located near a harbour, it may have beachy tones and a whimsical design, but a fine-dining Italian restaurant located in the heart of a metropolitan area should most likely offer a more classic and elegant design.A gastropub that features sports viewing events and specials may also have a unique design, and so forth.
Online Reservations and Ordering
According to research, restaurant visitors want to be able to make reservations and purchase food online. Approximately 82% of clients prefer to place their order straight through a restaurant's website. Indeed, digital ordering via computers, tablets, and smartphones is rising at a rate three times that of dine-in traffic. Present your menu and direct visitors to pertinent information, all while connecting your website with technologies such as online ordering and reservation software. Numerous Toast locations have found success by prominently displaying an "Order Online" button on their homepage, which connects clients to their own online ordering page.
Customer Reviews
It is vital to have authentic client feedback on your restaurant's website.Approximately 60% of restaurant patrons have examined internet customer reviews before visiting or choosing a restaurant. And that number grows much higher among Millennials (those aged 18-34) who mainly rely on internet customer evaluations when picking where to eat or order food. Additionally, consumers are considerably more likely to examine internet customer evaluations for restaurants than they are for any other form of business, including retail, travel, and so on. Indeed, a restaurant that improves its rating by half a star (out of five) is considerably more likely to be fully booked during peak dining hours and to have an increase in sales.
Photos
The most efficient technique to communicate with potential guests about your business is through imagery. Guests can expect and look forward to certain things when they visit the restaurant or place an online order based on the photographs displayed. Obtaining a "Oooh - that looks great" response from website visitors indicates that you have already gained their trust and confidence. Include a gallery of high-resolution photographs showcasing your full restaurant operation. For example, you'll want photographs that show your restaurant's seating options during the day and at night, guests having a good time at your establishment, and already-prepared popular menu items, among other things. Use high-quality images to aid in communicating your storey and to emphasise the type of experience your customers may expect when they come to your establishment. Given that more than 60% of adults would rather spend their money on an experience rather than a physical item, it is vital to portray the ambiance and overall vibe of your restaurant through images on your website.
Menus
One of the most frequently used reasons for clients to search for restaurants online is to view their menu. Bear in mind that this will be one of the most often seen pages on your site, thus it is critical that it is professionally designed. Not only should your menu be appealing physically, but it should also be factual and complete. Additionally, keep in mind that your sites should be mobile-friendly. Given that the majority of people now browse the web via their smartphones, mobile-friendly websites have become critical. Make your pages easily available to everyone in order to reach a broad audience. You'll want to emphasise your most distinctive dishes, as well as your most popular dishes, and organise your menus by meal type (i.e. brunch, dinner, etc.). Include your prices, even if some items are worth more than their market value.Additionally, you should incorporate cocktail and beverage menus. This will provide prospective guests with an accurate picture of what to expect when they visit your business. Consumers expect to see a menu before they dine at a restaurant, according to a survey conducted by Nielsen. Visitors to your website want to view your menu fast and effortlessly, frequently via their cell phones. In order to make it easy to find and share your menus, they should be organised in a web page that is visible both on the homepage of your website and in Google search results.Additionally, ensure that the document is not a PDF or picture, but rather utilises HTML for easy searching.
Programs of Loyalty, Gift Cards, and Merchandise
Allow your regular patrons to receive discounts and special offers, such as one complimentary meal for every five meals consumed at your restaurant or a $20 discount on any purchase over $150. Additionally, make a point of emphasising these programmes and incentives on your website. You could even create a landing page with details about these programmes or discounts where customers may sign up for emails or website updates in exchange for a special bargain.
Gift cards and items are also simple revenue generators. Additionally, these are simple ways for your loyal guests to express their appreciation for your business. Maintain a prominent display of gift cards on your website to assist clients in locating both gift cards and online ordering.
Loyalty programmes are critical for converting casual guests into regulars. Along with online ordering and gift cards, make sure that a sign-up for loyalty is prominently displayed on your website as well.
Additionally, you may integrate loyalty and email marketing by leveraging the information gleaned from your customers' loyalty statistics to send targeted email campaigns to those on the verge of achieving rewards.
Discounts, Specials, and Offers
Include drink and meal deals on your restaurant's website as well. Prospective customers will want to know if you have a daily soup special or a monthly cocktail special. Additionally, they'll want to know if you provide offers during Restaurant Week, as well as early bird and weekday specials. They'll undoubtedly want to know about any special events or promotions you're planning for specific holidays, such as New Year's Eve and Valentine's Day.
Social Media Links
Did you know that social media is the most frequently used channel for restaurant advertising, with 76 percent of restaurant patrons utilising it (Toast)?To fully stand out online, incorporate customer reviews on your restaurant's social media sites, and make sure to update your postings on a regular basis with new menu items, press mentions, and other relevant information about your establishment.Then, embed your restaurant's social media profiles and information on its website. It's an excellent way for clients to interact with your restaurant online in between visits.
Experience Optimized for Mobile
Ascertain that the entirety of your restaurant's website is simple to browse and navigate from any mobile device. When using a smartphone or tablet, your contact forms, reservation software, and order forms should all be straightforward to complete.All menus should be easily scrollable and reviewable on a mobile device and not be restricted to PDF documents or files.
