Clayton Krueger

Recent Studies have proven that dining decisions are being made from information found on the web A 2013 study commissioned by SinglePlatform concluded 92% of 1500

surveyed had searched for a restaurant on their phone in the past month http://nrn.com/blog/finding-answers-mobile-search

A 2013 Nielsen study concluded that 64% Of Mobile Restaurant Searchers Convert “Immediately Or Within An Hour” http://searchengineland.com/study-64-percent-of-mobile-restaurant-searchers-convert-immediately-or-within-an-hour-135188

So Your Website should be setup properly to convert that traffic by influencing their dining decision A mobile optimized website is paramount!

▪ You can pay to have this done for you ▪ Can be costly and the finished product might be hard to manipulate

▪ Or you can do it yourself for cheap ▪ You can easily build a quality looking website on your own for $106/yr! I just

completed our first one and I don’t know why someone would do anything else

Paying a Designer

Online Platforms to DIY

Template Selection

Site Layout

Injecting Your Digital

Brand

Launching the Site

Final Steps

First You Should Know What You Need The Domains you Want to Point to Your Site

▪ Acquire as many that make sense (GoDaddy)

Easy & Quick to Navigate ▪ Avoid Nesting when possible

Mobile Optimization (Fully Responsive) ▪ HTML5

CMS Platform ▪ Content Management Solution

▪ WordPress is the most common and user friendly ▪ Drupal is another, I don’t recommend

External Links/Applets/ ▪ Online Ordering

▪ Loyalty Program

▪ eCommerce

Get 3 Quotes Investigate the differences between the prices Check references/other completed websites

Lots of options for designing your own site

http://www.top10webbuilders.com/how-to-build-a-website?s1-google/s2-us-search/s3-build-a-website ▪ Two that rise to the top are Wix & SquareSpace

▪ www.squarespace.com

▪ I recently used SquareSpace to design our Party Place site

▪ www.farrellispartyplace.com

You need to have a real strong grasp on what you want your site

to look like and include

Start with a strong grasp on your digital brand elements ▪ Logos, fonts, colors, imagery

▪ See the Graphic Design slide deck

Compare the Pricing Options and Template Selection among the

top sites to make your selection

Template is Dictated by your Visual Brand When looking at the template examples, envision your logo and images on

the page with your fonts, etc. Choose the template that best fits your brand

Site Layout Varies across Industries but here are some common rules

▪ http://www.huffingtonpost.com/christopher-webb/restaurant-websites_b_2759848.html

▪ Reports vary on how long people stay on your site but these seem to be consistent numbers: ▪ Mobile = 30-50 second ave. site visit duration

55% of website viewers spend less than 15 seconds on your site (HubSpots, 2014)

▪ Desktop = 100-250 second ave. site visit duration

Avoid Nesting Don’t go too heavy on content

Use Ample Imagery

High quality photos of the best of what you offer

▪ Inviting Location Images

▪ Appetizing Food Images

▪ Happy Guest Images

▪ Friendly Staff Images

Logos, Colors & Fonts

Your Social Networks

Your Online Ordering, Loyalty Programs, Blogs & eCommerce

Frequency Programs Typically provided by your POS provider

▪ Card based reward system

Third party providers and apps (i.e. Splango) ▪ App based push-notification rewards

Loyalty Programs Typically email based

▪ Reward guests for their contact information

▪ Birthday deals, annual deals, member-only deals

Allows you to reach a large group of dedicated customers quickly and cheaply ▪ Message open rates tend to be around 20%

▪ Compare that with traditional marketing channels such as direct mail at 3%

Targeting ▪ Reach customers who haven’t visited in 90 days

▪ Data mine your beer consumers and invite them to upcoming beer events ▪ This level of targeting increases interaction because it is reaching only those who are

interested in the subject matter

Make Sure You Know how to access the back end of the website to make future edits

If you haven’t already, purchase your domain(s) As low as $7.99/mo on www.godaddy.com You may have to acquire your most desired domain from a third

party who will want more. We’ve paid up to $1500 for specific domains.

You’ll need to pay for the web service package from the online site builder Ours was $8/mo. on www.squarespace.com

The last step is to point your domain(s) to your new site Follow step by step instruction on GoDaddy or on your site builder

▪ The instructions on SquareSpace made the process super easy.

Optimization

Go to all of your external sites & social media sites ▪ Make sure they are all pointing toward the correct portion of your new

website with the proper URL’s

▪ On Yelp for example, there is a place to link your website as well as the menu page on your website to take Yelp viewers directly to the Menu

Maximization

Include the new link everywhere ▪ Pizza Boxes

▪ Advertisements

▪ Email signatures

▪ Business cards

▪ Automobiles