Sticking a fork in restaurant websites

Though I haven’t mentioned it here in a while, my series of columns in the Flathead Beacon about local websites has continued over the last couple weeks. It’s on topic here as well, so let’s elaborate on it a bit further than I have space for in the Beacon.

Next week’s column takes a look at local restaurant websites in my area.

One thing stands out here, and thatâ??s the chains. Most all of the franchise restaurant chains have corporate-managed websites that are well done. But weâ??re not here to help them â?? they have plenty of help already.

What you can do is look to them to see what to consider when putting your web site together. Things like menus, a map to your location (pleaseâ?¦), whether or not you do catering, what meals you serve (ie: do you serve breakfast and lunch only?)

One example was a restaurant between Columbia Falls and Kalispell that I happen to like. Their site is simple, isnâ??t much eye candy-wise, but it touched on the essentials for a 3 or 4 page restaurant website.

It talked about their location (included a graphical map), their phone number, their address, their catering info (could have been more complete), their hours, which credit cards they take and the facilities they offered. This site could easily be completed in an afternoon. No, itâ??s not as fancy or as complete as it could be but it is what is absolutely necessary.

Slow cooked Angus sirloin, local asparagus, truffle butter sauce
photo credit: irrational_cat

They didn’t bother to go into great detail on the food, the special ingredients they fly in from coastal fisheries, their use of local game, organic local vegetables, custom processed meats and local seasonings, the romance of their massive fireplace area, the expertly trained staff, the menu, special occasion bookings, private dining rooms, banquet and special occasion services, their expert sommelier (not sure if they have one), the chef and his/her training and experience, and so on (those are all hints, if Iâ??m not being obvious enough).

No testimonials. No photos. No video. Cooking is an experiential thing. Video and photos are critical.

Butâ?¦their site achieved an important goal: to provide basic information needed to contact them and go there for a meal.

The unfortunate thing is that many local restaurants had no site at all, and that included those who also offer catering.

Iâ??ve gotten some good feedback from previous posts on this topic, including a great phone call from a reader in Kalispell whose input I will include in a later post on the subject.

Someone told me they felt that not all businesses need a website. Sorry, but I have to disagree.

Even if all you do is put up a one page site with your location, hours and a map, that is far better than nothing. You wouldnâ??t likely open a business and not have a phone. You wouldnâ??t skip on printing menus in your restaurant. If youâ??re a consultant, attorney, CPA or other service professional, you wouldnâ??t blow off printing business cards.

Not having even a one page website is equivalent to not having a phone or a business card.

Even if your business is busy and doesnâ??t need more work right now, you need a website. Everything has ups and downs. The time to dig the well is before youâ??re thirsty.

See all those kids running around with cell phones? They wouldnâ??t use the Yellow Pages unless you forced it on them. It wonâ??t be long before they are your 18-35 demographic group.

If you donâ??t have a website, to that group of people, you donâ??t exist.

Kids these days know that they can text â??59937 mexicanâ? to 466453 (ie: G-o-o-g-l-e on your phone’s dial pad) from their cell phone and get back a list of Mexican restaurants in Whitefish Montana with their phone numbers.

Le digo yo
photo credit: fluzo

Did you know about that? This feature isnâ??t limited to searching for restaurants. Where do you think that data comes from? A Google search, of course.

But it isnâ??t just the young adults who use the web these days.

One of the phone calls I received about websites was from a self-proclaimed â??older personâ?. She had some great feedback about what is important to make a site usable for people who arenâ??t 29 anymore. She doesnâ??t want to be ignored when she uses the web. Neither do the 18-35 or 25-55 groups.

What demographic can you afford to ignore? Most businesses canâ??t afford to ignore any of them, but there are exceptions. Not having a website is ignoring at least one, maybe more â?? especially tourists. They research what they plan to do using the internet.

Do you want to be on their radar, or not?