As a customer, you’ve probably experienced this: You’re thinking of trying a new restaurant or bar. You pull up the website hoping to get a feel for the food and vibe—but instead, you find yourself asking:
- Where is it?
- Are they open right now?
- What’s on the menu?
- Can I bring my dog?
- Is there a patio? Parking? A private room?
And when none of those answers are clear, chances are, you close the tab and choose somewhere else. Maybe it’s a big dinner with friends or a special occasion—either way, poor website UX just cost that restaurant 10 or more guests.
Restaurants and bars: your website is often your first impression. If it’s unclear or outdated, you’re losing potential business.
As the saying goes in marketing: “If you confuse, you lose.” Here’s how to make sure your website informs and converts.
What Your Restaurant Website Must Do
I’ve outlined the essentials below, based on what I share with my Washington, DC-based restaurant marketing clients. I’ve also tapped into insight from Sadie Cornelius, founder of SKC Marketing and the designer behind standout hospitality websites. Sadie worked with my client St. Vincent Wine to do a complete website redesign that has allowed them to convert website visitors into customers of their beautiful wine garden and wine bar in Washington, DC.
“I’ve designed websites and branding for dozens of food and beverage brands over the last 20 years. From Top Chef contestants to decades old family-owned establishments. While there are many shifts in the online world, the one thing that remains consistent is the importance of showcasing your product and/or services in a strategic and aesthetically appealing way. This includes high quality photos of your food and/or brick and mortar location to show people what to expect and get them excited about the experience.
If your website is not functioning properly, you are leaving money on the table.“
— Sadie K. Cornelius, Owner, SKC Marketing
Your Website Should Serve Three Main Goals:
- Provide Key Info: Make it easy for guests to plan their visit.
- Drive Conversions: Turn casual visitors into booked tables and online orders.
- Capture Search Traffic: Use built-in SEO to attract new customers, media, and potential partners.
Homepage Must-Haves:
- Branded logo (that leads back to the homepage from any page on your site)
- Brief brand story (1–3 sentences) that answers the question: What is your restaurant about?
- Visitor Basics: Address, phone, email, and clear hours (including brunch, happy hour, late night, etc., and what time the kitchen closes)
- Reservation button in Header—easy to find from every page of the site
- Order Online / Catering links (if applicable) in header
- Menus link in header. Don’t forget cocktails and dessert!
- High-quality photos of food and space (ideally with people!)
- Dining options: indoor, patio, bar, chef’s counter, etc. with photos
- Awards & accolades (Michelin star, prestigious review, etc.). Alternatively, these can be placed on About page)
- Email sign-up with a perk: “Get $10 off your next visit” or “Get our secret cookie recipe”
- Gift Cards / Merch with links to purchase in header
- Social links in footer
Essential Pages to Include:
- Plan Your Visit
- Locations (if you have more than one)
- Parking + transit info
- Accessibility info (wheelchair access, etc.)
- About: Restaurant story + bios/headshots of owner/chef
- Menus: With descriptions, prices, and explanation of any service fees (text-based for SEO and easy edits)
- Contact Us
- Phone (if applicable)
- Party Request form
- Events: Upcoming specials, holidays, or ticketed nights
- Private Dining: Photos, capacity, sample menus, and a short, simple inquiry form
- Careers: Make applying easy
Tip: Keep design and branding consistent across all pages for a smooth experience.
Smart Add-Ons to Consider:
- Pop-up alerts for holidays, events, or new menus
- Email integrations (capture contacts through reservation or inquiry forms)
- Quick “plan your visit” FAQ section
- Accessibility tools for users with disabilities
Who’s Doing It Right?
Check out these standout examples:
Single Location:
Multi-Unit:
Final Word
Treat your website like an important location of your restaurant. Don’t let an underwhelming or ineffective website cost you sales. Your space might be stunning, your food divine—but if people can’t see it or book it in a click or two, they’ll move on. Investing in a strategic, well-designed website pays off every single day. Let’s Talk.