How restaurants can boost business through the web

14th April 2009, 12:20pm

A website is an important advertising tool and restaurants without even a basic one are missing out, advises a spokesman from global online marketing network, Livebookings.

The online world moves fast and having a website is a vital tool that restaurants must take advantage of to get more diners through their doors.  In the current economic downturn, there has never been a more important time to focus on the benefits of marketing a business successfully via the web.

David Norris, chief operating officer for Livebookings explained: "As more and more consumers use the Internet to find what they want, online presence becomes increasingly important.  A website is often the first point of contact for customers, so it has to make an instant impression. Design of the website is important, but it also has to be usable and engaging to sustain interest."

Matthew Richardson, director of Propeller, a cutting-edge web design company for the restaurant industry, added: "Before we start working on a website we establish the venue's objectives through developing an understanding of the clientele and the range of factors specific to each particular restaurant.  Once an assessment has taken place, we'll advise on how best to structure the navigation, function and visual presentation."

Livebookings' five-step guide to marketing via the web:

Step One: Keep control – It's important to employ a designer to create the site in the first instance and if it's going to be fully utilised, to market the business properly, make sure that the site is kept right up to date.

Step Two: Keep it fresh – Both the website and the food being served.  Once the website is up and running, regularly update it to reflect the current seasons so customers can make the most of special events and other important times of the year such as Valentine's Day and Easter. This also will encourage search engine optimisation, which in turn will increase the number of visitors to the website.

Step Three: Don't be flashy – Too many Flash animations, videos and images may look good on a website but they do nothing to promote the restaurant through search engines, which is where most customers come from.  Always balance Flash images with a reasonable amount of text.

Step Four: Gather customer information – Customers who log on to the site can register their details to take advantage of current promotions, which will encourage visits. Websites that offer online booking services can then use that email database to send out targeted messages for future offers.

Step Five: Use other sites – Linking to other sites through the website will also help boost rankings with other search engines, making the restaurant more viable to potential customers. Being listed on external booking sites or umbrella booking sites such as lastminute.com or Restaurant-Guide will also make it easier for customers to revisit.

Related Articles:

• 16 Oct 2009 - UK restaurant trade to be 'boosted' by new 118 118 service
• 21 Aug 2009 - Michelin-starred restaurants help Livebookings pass two million covers
• 30 Mar 2009 - New marketing director at Livebookings
• 17 Feb 2009 - Online restaurant bookings surge
• 09 Feb 2009 - Livebookings experience online surge
• 26 Sep 2008 - Free online marketing workshops for restaurants
• 24 Aug 2007 - Live bookings in real-time restaurants

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