 According
to a survey in the Washington Post Magazine*, Dining section (Dec. 2008) what
consumers want from a restaurant web site may differ from what you
think.
At the top of the list was "current menus with
up-to-date prices" - no surprises here. But also of high interest
were: descriptions of dress codes, driving instructions, hours of
operation, and information regarding special needs. For example, is
the site wheelchair-accessible? And are large-type menus available?
What diners don't want from a restaurant web site, according to
the Washing Post, is flash, animation, and as one respondent put it,
"music that makes my co-workers think I'm on a porn site when I'm just
trying to find a menu".
A properly and honestly presented
restaurant website does not have to be complicated, and with the right
information you
can bring in new customers and keep frequent customers coming back for
more.
Use the methods below to achieve a more successful Web site:
1. Think Brochure. The most effective Web sites concentrate on
substance, not glitz. Avoid flash, animation, and especially music. 2. Use Photos.
A picture is worth a thousand words. Not only do photos of your
restaurant interior or exterior add color to a site, but they also
offer information about the style and approach of your establishment.
To most diners, restaurant appearance is an important factor when
choosing a dining establishment and photos rated highly in the Washing
Post survey of what diners look for in a restaurant web site.
3. Display Your Menu. Your menu is your most powerful marketing
tool and is an essential part of a well designed site. It can sway a
potential customer to choose your establishment. Especially important is
that the menu be up-to-date with current prices.
4. Display Your Specials. This feature serves multiple purposes.
It gives people a reason to come back to your Web site, it lets frequent
customers know when their favorite dish is being served, and it may lure
someone in who is bored with your standard menu.
5. Make a Map. Let potential customers see how easy and convenient
your restaurant location is. This is especially helpful to out-of-towners.
6. Include Web Coupons and Special Offers. Give people a reason to
hit your site and then reward them for doing so.
7. Click to Order or Reserve. With companies like
OpenTable.com
and iMenu360.com,
(both integrated into SoftCafe's WebGuider) you can now easily offer
offer Online Ordering or Online Reservations. In both cases you stand
to boost efficiency and increase sales to a rapidly growing internet
savvy crowd. Being able to make online reservations from a restaurant
website was near the top of the list in the Washington Post survey.
8. Strut Your Stuff. Include positive reviews or awards your
establishments has received. Good reviews from your local paper can increase
your business dramatically.
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