What to you expect a restuarant website to do for you?

Scott as a former (successful) restaurateur I have thought a lot about this in the past as I now see so many restaurant websites that to me "miss the marketing boat".

Firstly as mentioned above making such a site personal (bios/connections) is the most effective way for independent owners to create an edge over franchised/corporate big boxes. To do this I feel the site would need such things as:

Email list. You need to get visitors to sign up because once they do, they WILL become a customer sooner or later, so add an incentive - a good one - like 2-for-1 dinner on Mon-Tue (or slow days). Once they are on the list, broadcast emails with images of specials and attached printable coupons. Everyone is looking for a deal these days, so offer it to them.

Newsletter via email list. This could include recipes, images, client comments, staff profiles and humor. Ask one of the staff members to describe their first day working at the place, their favorite staff meal, their most regular customers, what they want to be when they grow up! etc etc.. Always attach a special or coupon and let your staff know about it.

Videos. This is an excellent and CHEAP way to get traffic because creativity can be showcased by the owner and their staff. They could get a college kid to video the restaurant in action (even tense moments - like reality TV) and have a video on the landing page - visitors will play it if nothing else and be mesmerized by how creative the business is. When visitors see something like this it eliminates doubt and tells them "These guys really want my business and I trust them." Eliminating consumer doubt is what the big box retailers specialize in - you just know what you are going to get, thats why they are busy. But if you can do that and be individual, all the better.

Get staff involved. Have in-house contests about getting as many customers to sign up for the email list- add a card and pen to every bill folder for email sign-ups. Once they sign up, you can offer customer incentives to bird-dog for the restaurant (bring them new customers in exchange for free meals, etc.)

Anyway, I could go on and on about this but I must cut the grass now! Please pass these on to your client, because what happens more often than not is a beautiful looking small business website simply under-performs because of a lack of commitment and direction.

One thing I haven't seen mentioned yet are any special capabilities - banquet/party room, catering, business meetings, company parties etc.

Another idea - just an idea, haven't had a chance to test it yet - is prepaid prix fixe meal vouchers, including beverage/wine and gratuity so all the holder has to do is present the cert. Great for special occasions, business lunches, gifts...

That is excellent advice!

If not actual calorie accounts, the added information that healthy options are available on the menu would be a nice touch. Maybe even include if there are options for vegetarians.