| Here is a copy of our latest article for the CRFA (Canadian Restaurant and Foodservices Association) site: www.RestaurantCentral.ca: |
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As a restaurant owner, having a web presence is mandatory. The Internet has replaced the traditional media as the main source of information for restaurant patrons. Having a website provides 24-7 marketing and is the best strategy you can employ for attracting new customers.
The following steps will provide a plan for developing an effective website. If you already have a one, reviewing these essential steps may increase its success.
1. Your Domain
The domain is the address that will be used by visitors and search engines to find your business amongst all of the other restaurant websites out there. Ideally you will choose the name of your restaurant (www.yourrestaurant.com). It is best to keep your domain name short, memorable and easy to spell. If available, secure the .com name as most individuals will default to this when typing in a domain address. | |
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The single, most important advice on purchasing your domain is to do it yourself. Make sure that you purchase from a reputable registrar and that you have used your personal information to purchase the domain. It is important that you own your domain name and the rights to it.Your hosting company or web designer will be able to help you with choosing and registering your domain.
2. Hosting
If you liken a domain to a phone number, then hosting would be your service provider (i.e., Bell or Rogers). Once you have acquired a domain, your next step will be to choose a hosting company. Your web designer may offer hosting services or they will most certainly recommend a provider to you. Do not purchase hosting without talking to your web designer as they may have certain requirements to build your site.
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3. Designer
Designing a website is a collaborative process. You and your web designer will be working closely together on this project so pick someone you like and find easy to work with. A CMS site (Content Management System) is ideal. This type of website is user-friendly and expansible, allowing for changes, updates and new functions to be added easily. Most CMS software includes a WYSIWYG (What You See Is What You Get) editor to allow you to easily assume responsibility for changes. Ask your designer if they provide time to teach you how to edit your website after it has been designed. Also inquire about the availability of support and maintenance packages (to manage changes if you elect not to).
4. Function, layout and content
An effective restaurant website must include the following:
•Home/landing page: This is the main page of your website, providing visitors with their first impression of your establishment. The layout should capture the essence of your restaurant.
•Menu: Provide a copy of your full menu(s). This is the number one thing your customers are looking for. Have a printable version and include prices. Exceed your customers’ expectations by providing an abundance of detail.
•Contact page: Contact form with location, telephone numbers and email address, hours of operation, map and directions.
•About page: Provide an overview of your restaurant including topics, such as the inspiration for the restaurant’s creation, how it got its name, information about the chef, recent accolades, etc.
Your site can also include a multitude of other features or functions including:
•Photo Gallery: It is recommended to provide high-quality images of the interior of your restaurant.
•Events calendar: Share upcoming events at your restaurant or within the community (an excellent way to encourage return visitors to your website).
•Recipes section: Share some of your restaurant’s recipes and your site will be very popular!
•Social media links: Advertising with Twitter and Facebook is the new word of mouth for restaurants.
•Blog: Include a blog on your site to share your ideas, thoughts, and happenings in the restaurant.
•Reservations, takeout, and gift certificates: Your site can be configured to accept online reservations, takeout orders and gift certificate purchases.
•Newsletter sign-up form: Contact your customers on a regular basis to share news of upcoming events and menu offerings. The more current and valuable information you can provide to visitors of your site, the more successful your site will be. Site visitors who feel they benefited from reviewing your site will become repeat visitors and loyal customers. Be creative — the opportunities are endless.
5. Getting your website found through Search Engine Optimization (SEO)
Once you have a website, you want it to be found on popular search engines so new customers can find you. Talk to your designer about the options for Search Engine Optimization (SEO) and what is included with your package. If your site has been given appropriate SEO and submitted to the search engines, you should be found on Google, etc. without having to incur additional marketing and advertising costs.
Getting a website can seem like an intimidating, overwhelming task but with the right designer, and the steps above to guide you, you will be online and attracting new patrons to your restaurant in no time.
About the author:
Melissa Pearson, web designer at i-candy Web Design & Development. For more information, visit: www.icandysites.com. Restaurant Next Door offers free listings, Internet marketing blog, social media and web design services for restaurants.For more information, visit: www.restaurantnextdoor.com. |
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