Your restaurant website is the first point of contact for many customers, so it’s important to make it as compelling, searchable and user-friendly as possible.
The best website will drive people to your restaurant and get the phone ringing off the hook. To put your site to work for you, avoid these common website mistakes.
Not Making Your Website Responsive Customers access your restaurant’s website on multiple screens – from their computer, their smartphone and their tablet. The best restaurant websites are made with responsive design, ensuring your customers can access your hours, location, menu and other critical information, no matter what device they’re using.
Posting PDF Menus One of the most common website mistakes restaurants make is posting menus in PDF format. PDFs force customers to click through an extra link, they are difficult to edit and their content is not picked up by search engines. Opt for HTML menus, which are user-friendly and easily searchable.
Using Flash Many older restaurant websites were built using Flash, but these sites load slowly, are not compatible with Apple devices and make it difficult (or impossible) for customers to find your restaurant in an online search.
Not Using Analytics How much traffic does your website see each month? Did a new menu item or promotion increase traffic? Too many restaurant websites aren’t measuring their traffic, which only takes a few minutes to set up with Google Analytics.
Relying on Stock Photography Customers want to experience your restaurant through compelling pictures of menu items, and even the physical location, staff and décor. Stock photos appear impersonal and just don’t cut it. Invest in professional, high-quality photos of your restaurant and food.
Not Offering Online Ordering By not including online ordering, you’re missing out on potential customers who aren’t able to visit your restaurant location or want to place an order in a hurry. Adding an online ordering option like GrubHub opens the door to increased revenue and a better customer experience.
Weak (or no) Social Media Presence Facebook, Twitter and Instagram are another way for your customers to experience your brand – and your food. Include links or buttons to your social media pages on your website so your customers can easily stay connected and engaged with your restaurant.
Missing Information Don’t make it difficult for customers to find location or contact information. The best restaurant websites have a clearly visible contact or “About Us” page, with a background on the restaurant and its owners, phone or email contact information and location details, often with a map or directions.
No Customer Reviews/Testimonials What are your most popular menu items? Do your customers give rave reviews about service? Include reviews and testimonials on your restaurant website to highlight the most loved aspects of your restaurant.
Other helpful resources:
How Restaurants Can Make the Most Out of Customer Feedback