Nearly every one of your customers lands on your website at least once, so it’s a vital piece of your marketing.
Your website is your digital storefront. It’s also the most pivotal piece of all your internet marketing, as well as traditional marketing.
You can bet that if someone is looking for information about your website, they’re heading to your website. What’s more, if they’re looking to order online or make a reservation, your website is their first stop.
So, if your restaurant website is underperforming, you may be missing reservations, orders, and even new regulars. You want to conduct a website audit as the first step toward identifying and addressing weak spots, enhancing conversions, and strengthening your brand online. (tweet this)
Here are 10 key improvements you could learn and implement from your restaurant’s website.
#1: Mobile‑Friendliness and Page Load Speed
Did you know that more than 60% of customers browse and order from restaurant websites on mobile devices?
Why is this important? It’s because a slow-loading, poorly adapted site, or one that’s not user-friendly, will most certainly frustrate your visitors and send them bouncing off your site to a competitor’s.
Improvements you can make:
- Run Google’s mobile-friendly test or PageSpeed Insights tool.
- Optimize images, minimize JavaScript, and use responsive templates.
- Ensure your menus, buttons, and booking links work seamlessly on smaller screens.
#2: Clean, Intuitive Navigation
When new customers and even returning ones visit your site, they should instantly know how to:
- View your menu or order online easily.
- Find your address and the hours you are open.
- Make a reservation.
- Contact you.
If your navigation and call-to-action buttons are cluttered or confusing, you’re losing customers before they even look at your menu or try to place an order.
Improvements you can make:
- Simplify the menu bar to only list your core pages: Home, Menu, Order, Reservations, Contact.
- Use clear labels like “Order Online” or “Book a Table.”
- Keep navigation consistent across your website pages.
#3: High‑Quality Visuals That Tell a Story
Your website should feel appetizing and authentic. It should plainly tell your story, so diners immediately know whether or not they want to eat at your restaurant.
Use high‑resolution food and venue photos to build trust, showcase your brand personality, and improve your conversion rate.
Improvements you can make:
- Use professionally lit photos or smartphone images on a clear background.
- Show photos of the exterior and the interior of your restaurant.
- Feature photos of your signature dishes, the ambiance of your restaurant, your chefs, and your dining space with happy customers.
- Add alt‑text descriptions for accessibility and SEO.
#4: Clear Calls‑to‑Action on Every Page
Every page should guide the visitor toward an action such as making a reservation, placing an order, subscribing to your newsletter, or visiting your restaurant. If calls‑to‑action (CTAs) are missing or buried, your conversion rate will drop.
Improvements you can make:
- Include buttons like “Order Now,” “Reserve Your Table,” or “Get Directions.”
- Use contrasting colors and give each button prominent placement.
- Test CTAs using A/B testing tools (for example, compare the conversion rates of buttons labeled “Reserve Now” versus “Book a Table”).
#5: Search Optimization (SEO Basics)
Ranking well on search engines can bring leads directly to your restaurant website. But to get people to your site, you need to start with on‑page SEO basics such as unique page titles, meta descriptions, alt‑text, and site structure.
Improvements you can make:
- Make sure to give every page a unique title and meta description.
- Add alt‑text to all images (for example, “Margherita pizza in downtown Memphis”).
Your website audit will let you know if your website is easy to navigate. It’s a must.
#6: Updated and Accurate Info: Hours, Location, Contact
Ensure your address, hours, and phone number are prominently displayed on your website. If they are missing or outdated, your site visitors will get frustrated and bounce off your website. (tweet this) They’ll lose trust in your restaurant as a whole, and it will hurt your SEO ranking.
Improvements you can make:
- Put your address, hours, phone number, and email prominently in the header and the footer.
- Update your info seasonally or for holidays.
- Incorporate a Google Maps embed for directions and add click-to-call links.
#7: Online Ordering and Reservation Integration
When you add or improve your online ordering or reservation functionality, not only will you get more customers, but you’ll have a wealth of guest data while boosting loyalty. If you don’t currently have an online ordering or reservation system, this is an absolute must.
People want convenience, and it’s up to you to give it to them.
Improvements you can make:
- Integrate an online ordering or booking system.
- Ensure all of your website forms work flawlessly on both desktop and mobile.
- Make ordering links visible on every page.
#8: Content That Connects
With well‑crafted content on your website, like blogs, chef stories, events, or local highlights, you are engaging website visitors and building relationships. In addition, you’ll improve your SEO and build your brand personality. Even restaurants benefit from storytelling to drive business. In fact, your story can be a big selling point that drives business.
Improvements you can make:
- Add a blog section to showcase events, seasonal menus, videos, and community stories.
- Keep posts short, visual, and valuable (ideas include “How we source local produce,” or “Meet our new sous‑chef”).
- Integrate email capture or “subscribe” forms to grow your mailing list for ongoing marketing.
#9: Analytics Insights
Understanding what visitors do on your site is critical. It’s vital that you know the bounce rate of your pages, how people get to where they’re going on your website (user paths), and your conversion rate.
Analytics help identify pages that cause drop-offs, low conversions, or high bounce rates.
Improvements you can make:
- Install Google Analytics and monitor it regularly.
- Review page-by-page bounce rates and goal completions.
- Identify under‑performing pages, then optimize or remove them.
#10: Accessibility and Compliance
An accessible website is one that everyone can use. This means having a site that is usable for people using screen readers. Not only does this build goodwill, but it helps you avoid any legal risk.
Improvements you can make:
- Use alt‑text on all images.
- Ensure forms and links are keyboard‑navigable.
- Choose readable fonts, clear labels, and color contrast for text.
- Add accessibility enhancements to your website (usually in the form of a plugin).
Why Website Audits Matter
According to UpMenu, over 60% of people think the online restaurant experience will outpace physical visits to your brick and mortar location. And, in the coming years, an increasing number of restaurants plan investments to enhance the overall customer experience through digital ordering, QR menus, and online tools.
It pays to prioritize digital experience upgrades to manage costs, increase traffic, and improve connection.
Your website audit helps you proactively address industry realities while helping you cut conversion drop-offs, raise guest satisfaction, and secure more online orders and reservations.
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Final Thought on Improvements from Your Website Audit
When you conduct a website audit, you get valuable feedback to help you make sure your website is performing as well as it can.
Once you do your audit, make sure you implement the suggested improvements to transform your website. You’ll soon have an even more powerful tool to attract new customers, drive online orders, and build a strong online presence.
At Restaurant Engine, we don’t just build beautiful websites. We help restaurant owners like you create a cohesive, fast, user-friendly website that has a high conversion rate. As the pivotal piece of your online marketing, finding a web developer you trust is key to a high-performing website.
Let us help you build a brand that guests remember and return to.
Are you ready to take your restaurant to the next level with a new website?
Get your free website consultation today!
Images: CHUTTERSNAP and Pascal Meier on Unsplash
