Jul 30, 2016
A single-location restaurant like yours averages 2,100 unique website views each month nationwide,* but in a city like Philadelphia, it’s likely double or triple that number.
Let’s pause there – at least 2,100+ people searched Google and found your restaurant website when looking for a place to eat in Philadelphia. Not Facebook or Twitter. Not Instagram. They went straight to your website, which is your digital front door. It’s also usually the first result in a branded search for your spot.
Did all 2,100 or more come in to your restaurant? No? Do you know? Why was that?
Could it that the first impression you made at this digital front door a broken window, or no sign or some other structural problem? Did they turn away because you offered them a terrible mobile experience?
Research says the answer is a resounding yes. Research also shows you not only poisoned that person’s initial opinion of you, but you’ve also poisoned that person’s friend’s opinion about you. If you think I’m kidding, just read your Yelp! reviews to find out how fickle people are. And those are just the ones you hear from, but I digress.
Research also shows the opposite is true – that users recommend businesses based on their website. So let’s imagine what you are missing.
Did you know?
Did you know that over 33% of local searches are from non-locals? They don’t know the difference between Craig LeBan or Simon LeBon. They’re just hungry and looking for something to eat.
Did you also know that Philadelphia set a record for the most tourists last year, inhaling a whopping 40 million people? They’re wandering about Center City, or Old City, strolling down South Street or venturing into South Philly after a game or concert.They’re not going to read local magazine restaurant reviews, even if the magazine is free.
I make these two points to let you know this is possible.
CNN Money’s inflation-adjusted amount for the average Philadelphia restaurant bill in Philadelphia is $39.44 per person. Now,what if you converted just one percent more of those those 2000 monthly visitors that actually went to your website and turned away. That’s 21 new people, monthly, totaling $828 additional revenue each month.
But let’s stay conservative. For the year, that could mean and additional $9938.28.These people are already coming to your website. It’s no stretch to imagine it.
$39.44Price per person
$9938.28 Annual Revenue
$29,816 Annual Revenue
$49,694 Annual Revenue
Remember, these are conservative numbers. Not bad, right? What about 10 percent more? It certainly justifies the cost to make a great restaurant website.
So it’s Clear What you need to do, right?
Anecdotally speaking, you know good websites draw more business. You know this through how you live and work with other websites in your life. You’re not Facebook, or Amazon, but people do expect some competency in the websites they visit each day.
Now, this is no guarantee, and having a shiny new, fully functional website doesn’t solve all of your problems.
But it certainly solves the most important one: Making a good first impression. Getting a new customer into your restaurant or getting an older customer back for a promotion you offer through the website.
Either way, it’s more people to impress with your cuisine. It’s more revenue for you. Who wouldn’t be happy about that?
This month, at least another 2,000 people will look at your website. Is what they see going to put more people in your seats?
Even if you are doing well, you could be doing more well with an overhaul.
So, what is the value of one more customer. What is the value of 200 more? You have them now, but you don’t. Let’s get them for good.
*A unique view is a unique IP address. So, technically one person can look at your website at two different IP addresses, lets say at work on their desktop and on the street on their mobile phone. That counts as two unique views even though it was just one person. In my experience, this makes up somewhere between 5-10% of that 2000 monthly view total. Also, I’ve had clients with to 25,000 unique views ( visitors ) a month. You probably have more than 2,100 unique visitors a month, too, so run the percentages on THAT.