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In the excitement of creating a website, it's easy to get captivated by visuals and anything eye catching. However, as you will see, finding what a user wants is seven times more important.
As we said, there are numerous visual cues to support the message that we wish to send. For restaurant owners, the color, font, images, etc., all need to support your cuisine, ambiance, and flavor.
As a restaurant, you will want to ensure that your website design clearly projects an image that is consistent with the experience a diner will have. You have a golden opportunity to let someone know that they will enjoy themselves and fit in.
For example, family friendly casual dining websites are going to want to look more and feel welcoming, warm, and accessible. Therefore, he or she will want colors, images, fonts that support that image.
A fine dining establishment is likely to be quite different. They will want to project a more luxury and high-end service experience, one that is more reflective of the client he or she serves.
User rate finding what they want easily as the most important attribute of a web design. Function trumps beauty and experience by a seven to one margin among website visitors.
Therefore, your design elements should focus on helping the user find pages on your site versus just creating visual impact.
Therefore, website design should have a natural flow that guides the user to the information they need as quickly as possible. 60% of users leave a site if they can’t find what they need easily.
According to several studies, good UX includes at least these three elements.
To have a navigation that is easy to follow requires that you understand how your user is likely to search for information. It is very important to remember that your user may search for information very differently from you, especially if you are an expert in the field and they are not.
As we discussed in {Link [industry] {location} digital marketing} and in more detail in {marketing strategy}, it is helpful to use the marketing funnel as a construct when thinking about the questions your users might ask.
As you would imagine, the questions at each level are very different. Thus, it is helpful to write down the questions you think your user will ask at each stage. Then, you want to ensure that you have a page that addresses those questions.
For navigation purposes, you will likely want to have a path for each level of the funnel. A path is a set of linked pages, which aids users based on where they are in the funnel. This brings us to our next topic.
If each page has a question, each question can be linked to a keyword or key phrase. For more about how to identify these keywords and phrases, search engine optimization for restaurant owners will walk you through it. {link SEO for [industry] {location}}
Most people don’t invest the time in mapping their keywords and questions to a given page. The main reasons why this is good practice are that it
This is a key step in any design and development process.
People can be difficult to predict. Even with the best planning, sometimes the flow isn’t quite right. User flow on Google Analytics can really help. You can see how users are browsing the site.
If you find users are acting differently versus how you intended. It’s important to take note and make changes. Web design is never “a set it and forget it” activity. Monthly monitoring and testing are recommended.
Site useability at the navigational level is usually much harder to do once the site is up versus beta testing it before it goes live. If the user flow is clearly indicating a change is needed, it is worth considering whether to make that investment.
A high-quality user experience is important on all devices. Mobile has surpassed desktop as the primary device used to access the web. This is critical for restaurants, since many dining choices are searched locally on mobile.
Therefore, it is imperative that your site is responsive. A responsive web design means the site responds and adapts the code (html and ccs) to suit the device on which it is being viewed.
There are several ways to achieve a responsive design. We discuss the pros and cons of each in our post {Link psychology web design} if you are interested in the details. The main tradeoff between the options is page speed.
Custom websites are more expensive, but they are designed from mobile friendliness from the start, so there is less dependence on a theme to get it right.
Data show page speed is a key indicator bounce rate. If your page takes over three seconds to load, bounce rates balloon. Any bounce is a lost opportunity to influence your user.
The website is the most important communication tool in digital marketing and is the key landing portal of all your digital marketing campaigns and online marketing.
Users value finding information quickly. They rate finding what they want easily over experience or beauty by a seven to one margin.
To help users find the information they want quickly requires a simple navigation that is clear and easy to follow. You can achieve this by following some best practices
A high-quality user experience is important on all devices. Therefore, you want a design that can meet these demands without sacrificing quality or speed. Both affect your website metrics.
This can be challenging to attempt this on your own, and there are numerous digital marketing companies that can help.
Our digital marketing for restaurants provides a higher level overview. We also encourage to search for you location, as strategies and tactics may change based on location.