These days, a great website is as important an asset to a restaurant as a garden or a famous signature dish. All three are great ways to project your brand, draw people in and make more sales.
Unlike the other two, a great website is something that is attainable for every restaurateur.
This is just as well. As we will see, the online aspect is something that successful restaurants can no longer afford to neglect.
84% of people are likely to look at more than one restaurant before deciding where to eat.
Just like a busy high street (think Soho or Upper Street), the web is full of competitors from whom you need to stand out. SinglePlatform found that 84% of people are likely to look at more than one restaurant before deciding where to eat and 92% of people have searched for a restaurant in the last 6 months.
People are already looking at your restaurant online: you now need to give them the information to let them choose yours over the competition.
Here are some key areas to focus on:
1. NAP: making sure your company Name, Address and Phone number are correct is crucial to your site driving sales.
2. Including all your menus on the site will help people decide whether they want to eat there. 80% of diners want to see a menu before they arrive.
3. ‘The first bite is with the eyes’ is an age-old saying in the industry: but it translates to the online world, too. Fantastic, professional imagery of your food will go a long way to selling it to website visitors.
4. A detailed ‘About Us’ section may seem superfluous, but actually, it is crucial. Bloggers and journalists looking to give you publicity will be looking at your site for anything interesting to include in the article. If they can’t find enough information, they might just not write about you at all.
One of the most tangible ways that a website can convert traffic into sales is through booking applications such as OpenTable and TripAdvisor’s ‘book it now’ feature.
Linking your site to an online booking platform is becoming a major stream of revenue. OpenTable now places reservations for 19 million diners every month. Users can book on a desktop or via desktop apps – another reason that making sure your page is mobile optimised is becoming essential.
Once you register with a booking app, you can also use the app as another platform on which to promote your operation. You can offer users unique deals via promotional codes or pay to put your restaurant in a prime listing position on the home page of their platform.
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