How to Make a Restaurant Landing Page

Although the homepage serves as your site’s table of contents, it probably isn’t optimized for making conversions. That’s why a landing page, a separate page that directs visitors to make a purchase or give contact information, is such a powerful restaurant marketing tool.

Landing pages are especially useful if you’re driving paid traffic to your site. By learning how to make a restaurant landing page, you can increase sales and collect leads while spending your advertising dollars as efficiently as possible.

Above The Fold (ATF)

Marketers divide landing pages into two sections: Above the Fold (ATF), the top of the page users can see without scrolling down, and Below the Fold (BTF), the part below that users must scroll down to see.

The Above the Fold section is your first point of contact with potential customers, so it contains the page’s most important elements. If you optimize the ATF landing page elements correctly, you can improve the page’s effectiveness dramatically.

Main Headline

• Located at the top of the landing page – It’s the very first thing people see.


• Introduce your unique selling / value proposition (USP / UVP) – Tell potential customers what makes your product / restaurant unique.


• Focus on the benefits – Instead of describing your business, focus on how it benefits customers. This will be more attention-getting.
  
  
  
  • e.g. Replace “Pizzeria in Chicago” with “Delicious Pizza & Great Service” 
  
  
  
  


• Keep it short and sweet – Most marketers suggest 6-8 words.


• No distractions – Most marketers recommend removing links and social media icons from the ATF area to focus users on the main headline. If you do include links, put them off to the side so they don’t compete with the headline for users’ attention.

Sub Headline

• Just below your main headline – The second thing people see.


• “While headlines capture attention, subheads hold attention” – Daniel Rosenberg, Medium.com


• Expand upon the USP – Give more detail, either completing the sentence from the main headline or giving additional information.


• Usually in smaller font – Keep the focus on the main headline.

Call-To-Action (CTA)

• Your conversion goal – Make a sale or get a lead.


• Represented by CTA buttons – Icons that guide users to be converted.


• Make it stand out – Make the button a bright color so users’ eyes are drawn to it. If you have a restaurant, consider making the CTA button red: research shows that the color red stimulates hunger.


• Attention-getting – Instead of using weak copy like “Click Here” or “Submit,” use compelling copy, such as “Order Now,” “Reserve a Table” or “Download Coupon” to encourage conversions.


• Short and sweet – Just a few, attention-getting words.


• Only one CTA button Above the Fold – Focus users on doing one thing: multiple CTA buttons will likely lead to fewer conversions.
  
  
  
  • Different copy for multiple CTA buttons – Although one CTA button is ideal, be sure to use different copy if you have multiple buttons ATF. For example, a pizzeria landing page could have two buttons: “Order Pizza” and “Order Food.”
  
  
  
  


• Easy signup – When capturing leads, don’t ask for too many data points; instead, keep the signup process as easy and non-intrusive as possible.

Hero Image

• Visual representation of what you offer customers – It can be an image or video.


• Make it realistic – Instead of using stock photos, show real people using your product. If you have a restaurant, show happy customers eating your delicious food.


• Quality is important – Consider hiring a professional photographer or videographer.


• Video is powerful – Marketing expert Antoine Dupont says that including a video on a landing page can increase versions by up to 80%.

Your Call-to-Action (CTA) Buttons should have compelling copy and bright colors.

Below the Fold (BTF)

As previously explained, Below the Fold (BTF) refers to the parts of your landing page users can’t see unless they scroll down. Although users form their first impressions in the ATF area, the BTF section gives you an opportunity to continue molding their opinion.

Features and Benefits

Features

• Information that describes your product – Such as: fast delivery, plant-based or gluten free.


• Use bullet points or short headings – Most people on the Internet don’t read websites closely, so just use a few words or a short sentence in each bullet point.

Benefits

• How your product helps customers – For example, if a feature of your restaurant is fast delivery, a benefit could be “satisfy your craving in minutes.”


• Use features to lead into benefits – In a YouTube video, digital marketer Neil Patel says, “People don’t buy something because of features: they buy because of benefits. Typically, benefits are the solution to your problem.”
  
  
  
  • e.g. Keto pizza – Our low-carb menu options allow you to enjoy yourself without derailing your diet.
  
  
  
  


• Consider using “you” and “your” – Using second-person language can make your product more relatable to customers (note “you” and “your” in the examples above).

Testimonials / Social Proof

• Include Social Proof – Evidence that others have bought and liked your product increases conversions. Good examples include:
  
  
  
  • Testimonials – Placing reviews on your website increases sales by about 18%.
  
  
  • Customer counters – Showing potential customers that others are currently buying your product can build trust.
  
  
  • Social media links – If you have a lot of followers, show the number on your site.
  
  
  • Awards – If you won any contests or competitions, show off the awards.
  
  
  • Professional organizations – Membership in professional organizations such as your local Chamber of Commerce reassures customers that you take your business seriously. 
  
  
  • “Top” lists – If you’re on a “Top 10 Pizzerias” list, your food is definitely above-average, so be sure to tell potential customers.
  
  
  
  

Research shows that including testimonials increases sales by 18%.

Closing Statement

• At the end of the landing page – This element is optional.


• Reinforce message – Remind users of your USP and how your product can benefit them.


• A final CTA – You may even consider some sort of pop-up opt-in form.


• Can include links – Although you still want to keep people’s attention on the page, you can safely include a few links at the end of your landing page, such as to social media or your homepage.