Hey there! As a fellow restaurateur, I know you face immense competition in today‘s digital-first world. While running back-end operations, managing staff and delighting patrons are top priorities, your online presence now plays a huge role in putting heads in seats.
An exceptional website is no longer "nice to have" —it‘s absolutely essential for restaurants aiming to thrive. The data says it all…
- 82% of diners research restaurants online before visiting in person
- Restaurants with websites that support online ordering saw increases of over 30% in foot traffic last year
- Properties with dedicated reservation systems fill nearly 60% more tables per week on average
But what type of website should you have? Does it need online ordering capabilities? What are must-have features?
I‘ve helped over 100 restaurants build and grow their online presence over the past decade. In this guide, I‘ll share insider tips to help you create a high-converting website tailored to your establishment‘s needs.
Here‘s what I‘ll cover:
- Types of restaurant websites and key features
- Choosing the best website builder
- Designing an effective layout and user experience
- Driving growth through loyalty features and promotions
- Post-launch optimization strategy
Let‘s get started with the foundations!
Restaurant Website Types and Features That Drive Results
The specific capabilities and tools your site requires depends on your restaurant concept, budget and goals. Here are the main types of restaurant websites and related features worth investing in:
Informational Websites
At minimum, all restaurants need an informational site. This allows customers to discover your business online 24/7 through search and maps.
Must-have pages:
- About Us
- Menu
- Contact Info
- Location/Map
Online Ordering Sites
Let customers order takeout or delivery directly through your website. This generates revenue outside operating hours.
Additional features:
- User-friendly online ordering system
- Robust menu management portal
- Payment processing integration
Leading platforms: Toast, Clover, GloriaFood
Reservation Systems
Make it easy for patrons to book tables online for dine-in meals. This cuts no-shows and fills more seats.
Essential capabilities:
- Interactive reservation widget
- Reservation management dashboard
- Automated confirmations/reminders
Top providers: OpenTable, Resy, Nowait
E-Commerce Stores
Sell branded merchandise, gift cards and food packages through your site. This taps new revenue streams.
Must-haves:
- Shopping cart and checkout functionality
- Inventory management
- Shipping and fulfillment integration
Robust options: Shopify, Wix, Weebly
The more robust your capabilities, the greater your opportunities for customer convenience and revenue generation. Align features to your concept, budget and goals.
Now let‘s explore the leading website builders to bring your vision to life…
Choosing the Best Website Platform For Restaurants
The website builder or CMS (content management system) provides the foundation for functionally and further customization. I recommend these top platforms for their restaurant-focused templates, integrated tools and flexibility.
1. Squarespace
Squarespace makes it easy to create a polished site without coding know-how thanks to its intuitive drag-and-drop editor.
Pros:
- Sophisticated restaurant-specific templates
- Built-in e-commerce capabilities
- Top-notch mobile experience
Cons:
- Limited design control without coding skills
- No niche restaurant features
Pricing:
- Basic: $14/month
- Business: $24/month (adds e-commerce)
Best for mid-sized restaurants looking for an elevated yet easy-to-manage website.
2. WordPress
With its immense theme and plugin ecosystem, WordPress offers unparalleled customization opportunities.
Pros:
- Massive theme and integration options
- Open-source platform
- Great SEO capabilities
Cons:
- Steeper learning curve
- More responsibility for site security and updates
Pricing:
- CMS software: Free
- Managed hosting: $5-45+/month
Ideal for large restaurants with big growth goals and dedicated web teams.
3. Webflow
Webflow delivers beautiful animations and interactions through its visual web design platform.
Pros:
- Modern, interactive effects
- Restaurant-focused templates
- built-in CMS and hosting
Cons:
- Steeper learning curve
- Less niche restaurant capabilities
Pricing:
- Basic: $12/month
- Business: $24/month
Great for mid-large sized contemporary restaurants wanting visual flair.
For an expanded comparison, check out my in-depth analysis of the Top 10 Website Builders for Restaurants.
Now let‘s cover must-have design strategies to delight customers.
Crafting an Exceptional Website User Experience
Your website layout and visual identity makes a vital 10-second first impression on visitors. Follow these tips I‘ve honed over the years to highlight your culinary strengths online:
Promote Your Unique Story
Share your origin story, core values and team background to build an emotional bond from the outset. Infuse personality into the site experience through informal copy, candid photos and short videos.
For boutique restaurants, I‘d even recommend replacing generic stock photos with custom food shots. This conveys authenticity digital diners crave.
Make Information Quickly Scannable
From menus to hours, ensure vital info is easy to locate at a glance. Prioritize critical pages in the main site navigation. Within pages, use section headers, bullets and emphasis on important details.
Clean, consistent design significantly improves site usability. Visitors should grasp offerings, navigation and calls-to-action instantly so they convert.
Guide Visitors to Convert
National Restaurant consultant Marty Levitt explains:
"Inline banners and buttons make it effortless for visitors to place online orders, make reservations or complete other desired actions. Track your conversions to find out what‘s working."
Test prominent, benefit-focused language and visual cues until you maximize clicks.
Optimize Imagery
Compelling food photos often convince diners to visit or order items. But quality matters. Invest in professional photos at multiple angles and sizes.
San Francisco designer Tina Chen advises:
"Imagery should reinforce brand identity. Filter out unflattering lighting or shots. Craft cohesive galleries that leave visitors visually satisfied yet craving more.”
Vivid menus demand mouth-watering visuals – don‘t hold back!
For stellar real-world restaurant website designs, browse Awwwards winners.
Now let‘s switch gears to growing your customer base through website capabilities.
Driving Customer Loyalty and Revenue Through Your Site
Beyond the basics, specialized website tools empower deeper engagment. Integrate these to boost visits and spending:
Build a Dedicated Email List
Email marketing platform Mailchimp makes it simple to manage subscriber lists and send targeted campaigns. Provide an incentive like 10% off first orders for signups. Send weekly digests of specials and events.
Launch a Loyalty Program
Loyalty/rewards programs incentivize repeat business. Platforms like Paytronix facilitate points tracking and member perks.
Consider tiers – occasional diners may earn free desserts while VIPs get priority bookings and exclusive events.
Accept Online Catering Inquiries
Expand revenue streams by promoting catering for special events on your site. Allow visitors to submit custom quotes listing their vision, headcount, budget etc.
Train staff to promptly follow-up with menus and pricing tailored to each request.
The options are truly endless when using your website as a business growth engine.
Now let‘s discuss monitoring success and optimization post-launch.
Analyze Performance and Continuously Improve
Just launching your site isn‘t the end goal – you need to track metrics and act on insights revealed.
Here is the process I guide restaurant clients through:
Month 1
- Install Google Analytics
- Review visitor geography, acquisition channels, device usage patterns
- Identify most-visited pages and any usability issues
- Survey customers on website ease of use
Months 2-3
- Monitor goal completions for orders, reservations etc.
- Determine peak site traffic days/hours
- Assess scrolling and click patterns
- Address pain points through design tweaks, added info
Months 4-6
- Compare visitor to customer conversion rates over time
- Fine-tune site copy and layout to boost conversions
- Test new pages like events or virtual experiences
- Refresh visuals for menus and galleries
Ongoing optimization is key to website success. Be sure to track metrics aligned to your business objectives whether driving reservations, online orders or customer loyalty.
I hope this guide gave you tangible ideas and confidence to create the restaurant website you‘ve dreamed of. Please don‘t hesitate to reach out if you need any help bringing your vision to life! I‘m happy to provide custom recommendations.
Here‘s to leveraging your new website to welcome delighted customers for years to come. Bon appétit!
