In a world of stacked food, mini-desserts and appetizers bigger than your meal, it’s easy to see why restaurateurs have gone over-the-top with their Web sites, too. Somehow, we think that the big impact is made from something flashy, animated and musical.
But really, all consumers are looking for is the time an establishment opens and whether they can afford to pick up the check.
The world of food recently has started to pay attention to its Web sites, an area long ignored by operators who were “too busy” to develop them. I can’t tell you how many times a restaurant chef has told me, “I’m cooking, not playing with a keyboard. Tell them to get a life.”
These chefs, by the way, are the ones who are now struggling to keep their doors open. Yes, in a social media world, it’s the ones who have reached out online who are able to welcome customers to their physical places of business. One of the best examples is Rick Bayless, a noted restaurateur and cookbook author who has three restaurants on the same corner in Chicago – and who regularly tweets in order to engage with his followers. He doesn’t just push information out, either. He answers questions, provides information and creates goodwill for his business.
With that in mind, here’s a list of tips for restaurants that need to build or overhaul their Web sites. They’re not bad ideas for consideration by any business.
1. Flash is dead. Adobe has announced that it will stop developing Flash for mobile browsers. This effectively means Flash on Web sites is useless. Move on. Truth be told, we hit the “X” in the right hand corner to get out of that flashy intro, anyway.
2. Face the fact that a Web site is a living organism that needs a wardrobe update as frequently as most teenage girls. New technology on the back end, new design on the front end – both need to be addressed at least every six months. A Web site is no longer something you can build and forget about. It needs to breathe and keep up with current technology.
3. Build with user experience in mind – they want times you are open, menu items and costs, a way to make a reservation and a coupon. They don’t care about music, animation or cartoons. Plan out your content and your schedule for updates, and stick to it.
4. Build to be found. Search engine optimization is a specialized skill you may want to hire out, but it’s worth the minimal investment to ensure your tags are correct and that you are getting picked up by search engines.
5. Social media has to be built into your Web site. Show your Facebook fans, using the easy icon Facebook provides. Link to your Twitter feed. Incorporate YouTube videos. Give a special discount to those who tag you on Foursquare. Allow comments on your site, and respond to them. Be brave and link to Yelp or other ratings sites.
6. Make your Web site highly visual, with minimal text. People want to see the food and get a glimpse of the ambiance, so invest in photos that are an accurate representation. Avoid studio shots or highly styled food photography. Real doesn’t have to mean sloppy, so look carefully for the right photographer to fit your style.
7. Make sure your information is accurate. I can’t tell you the number of times I’ve checked hours on a Web site, gone to the restaurant and found it was closed for renovation, had changed the holiday schedule or had eliminated an early bird special. Nothing says, “We don’t want your business” more than inaccuracies. Also, if you are going to offer coupons or promotions, make sure your staff is aware of how to redeem them, particularly if you are going to allow a mobile phone display. And put dietary benefits in a visible position, particularly if you offer a gluten-free or low-salt selection.
8. Your Web site is a reflection of your restaurant – make it hospitable, with a message from the manager, an easy way to contact you and a frequently asked questions page. If you offer a phone number, make sure it is answered. If you offer an e-mail address, make sure it is checked hourly. If you are going to have a Facebook page, check it for messages. Put contact information in a footer so that it is on every page of the site.
9. Think mobile. Small businesses may not want to invest in a full application, but a site can be built with mobile functions in mind, so be sure to ask your developer about it. In the same way, use GPS and Google maps so that people can find you.
10. Don’t get sucked into a Web site that doesn’t give you a unique URL. Your URL should be as close to your name as possible.
Your Web site is a 24/7 sales tool, so make sure it reflects your brand, identity and offerings.
Kay Logsdon is director of the Food Channel for Noble. She can be reached at editor@foodchannel.com.[[In-content Ad]]
