7 things that the best restaurant websites need to have

7 Things That Should Be on Your Restaurant Website

7 Things That Should Be on Your Restaurant Website

Off-site dining was trending long before the pandemic, but COVID-19 was the push the industry needed to upgrade its collective tech stack. Convenience, online ordering, and a seamless user experience are now critical — and expected — aspects of restaurant operations. 

In a study by marketing communications agency MGH, 77 percent of respondents said they are likely to visit a restaurant's website before they dine in or order takeout or delivery. Sixty-eight percent said they have felt discouraged from visiting a restaurant because of its website, and 62 percent said a restaurant's website discouraged them from ordering delivery or takeout. 

With such high stakes, restaurant brands must ensure they meet customers’ needs. A well-designed restaurant website is the foundation of a good marketing strategy, so it’s essential that it works properly, offers online ordering, and can be found easily with the help of restaurant SEO. Here, we discuss eight critical elements that every restaurant website should have. 

1. A simple URL

If possible, make your website URL as simple and straightforward as possible. For example, if your restaurant name is Fred’s Pizza, establish www.fredspizza.com as your domain name. Don’t try to get creative here. If necessary—as in the case of other restaurants that may have the same name—consider adding a geographical indicator to the URL, such as fredspizzaseattle.com. 

2. Location and contact information 

It might sound obvious but please don’t make it hard for customers to find you. Your website should clearly showcase the restaurant’s address—including street number and name, city, and zip code—on the home page. Phone numbers should appear front and center and if possible, appear as click-to-call links which make it easy for customers to call the restaurant with one tap. It’s also helpful to embed a Google Map: it saves customers the hassle of opening a new browser window, in addition to showing nearby points of interest. 

3. Online ordering

Online ordering is table stakes in today’s restaurant world. The pandemic dramatically changed consumer ordering habits, and now customers are accustomed to ordering via online sites and apps. Restaurants who don’t have their own delivery fleet or native app can partner with third-party delivery services such as DoorDashUber Eats, and Grubhub. The downside? Fees can be exorbitant, but it’s typically worth it to be in the delivery game. 

4. Up to date menu

Nothing is more frustrating than carefully perusing an online menu only to discover it is not up to date and the items you wanted are no longer available. The menu is often the main reason consumers visit a restaurant website, so it’s critical that it be accurate. With supply chain and cost woes, it’s understandable to be out of stock of some items, but if you no longer serve specific items, remove them from the menu altogether. 

Above all else, post your menu in HTML form. In addition to PDFs being a nightmare to read—especially on mobile—they’re not scannable by SEO crawlers. 

5. A robust ‘About’ page

About pages are typically the second-most visited page on business websites. And it makes sense—after you’ve typed in the URL or been directed to a specific page on a business website, you probably want to know more about the company. 

The About page is where you can tell your brand story, share your mission, and highlight what’s unique about your restaurant. While it may seem counterintuitive to tell personal stories on a business website, remember that consumers are more informed than ever—the more information they have about your business, the better they can connect with your brand. 

6. Restaurant reviews 

Social proof is a powerful marketing strategy that lets others brag about your brand, so you don’t have to. Include a page for testimonials, where your customers can write rave reviews of the experiences they’ve enjoyed at your establishment. You can also link to review sites such as Yelp and Google Reviews. 

7. Social media links 

Like it or not, social media is a powerful marketing tool, particularly among millennial and Gen Z diners. Posting food photos is now a national pastime, so give customers the opportunity to engage with your brand by prominently displaying social media icons on the home page. Some restaurants are using social media in drive-thrus and in-store kiosks; when diners are already connected with your brand on social media, they can interact quickly, easily, and in the moment. 

Bonus tip: Make it mobile-friendly.

In 2022, mobile phones generated 60.66% of website traffic, while desktops and tablets are responsible for 39.34%. This means that your potential customers are starting their search for a restaurant on their phones. If your website is too slow to load or doesn’t render properly on mobile, then you’re at risk of missing out on new customers. 

It’s essential that your restaurant website be optimized for mobile use not only because it creates a better user-experience, but also because it improves search engine rankings, and overall conversion rates. 

Final Thoughts 

Your website is often the first impression potential customers receive about your restaurant, so make it count. With these website tips, you’ll be well on your way to creating an informative, aesthetically pleasing, and user-friendly restaurant website. 

Want to learn more about improving your customer experience and increasing the profitability of your restaurant? Get our free eBook which reveals how the right POS system can help you cut costs and boost efficiency. 


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