by Ray Cook

Created on: March 12, 2008   Last Updated: April 08, 2008

Marketing your restaurant on the web involves many techniques that are common to all web-based marketing strategies and some which are better suited to the food industry.

Here are my top tips:

1. Design and Structure

Design is very important on the web. The site must be immediately inviting. Food appeals to two of our senses: smell and sight. On the web we are deprived of the former so the look of the site is all important. You need lots of good images of the restaurant. It must look clean and welcoming.

Even more important are the images of the food itself. You should photograph your top menu items and make them look wholesome and appealing.

The structure of the website should allow the visitor to find menus easily. Ideally you should have sections for starters, main meal and dessert. Each menu item should have an attractive description, an image and the ingredients described in the most appetising way. If your food is additive free, low fat or vegetarian, then make sure this is included in the descriptions.

Make sure your opening hours are easily accessible and your phone number. Indicate parking and include an interactive map such as Google Maps to look professional.

Testimonials from customers can add authority to the site but are not always easy to come by. Why not leave a form with each customer when they pay for their meal requesting a testimonial and a free prize draw.

2. Search Engine Optimisation and Internet Advertising
If you want to get your site noticed and improve its Search Engine rankings you will need to find someone with knowledge of keyword analysis and strategies. When the site is built, make sure that it is optimised for the Web. Look for companies who have a track record.

The food industry is highly competitive even on the Web, so you may want to consider a Google Adsense campaign where you pay for advertisements on web pages where someone is searching for a phrase or keyword. Again, employ experts to do this or, if you have time, train yourself on the best strategies. You should set a strict daily budget and analyse the results.

3. Discount coupons and offers

As with the "real" world, Internet marketing techniques need to "hook" the prospective client. You should try such campaigns as "10% discount on all meals if you quote this number when you visit". Or enable a discount coupon to be printed.

Have special offers such as, "This week only a free starter when you spend x or more".
Or perhaps, "15% discount for parties of 3 or more".

These offers should be prominent on the website.

4. Make it personal

The Web can be a very anonymous environment so having information about real people that a visitor can relate to is very important. Highlight key staff. Include a biography and an attractive image.

5. Keep it fresh

Finally, like your food, the website should be kept fresh and up to date. Don't leave old news or information on the site.

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