Good website content can help a business stand out from the crowd. Even better, it can help smaller companies and even family-owned organizations carve out their own space among some of the bigger, more lucrative corporations. Gone are the days in which small-town mom-and-pop stores could thrive on the local economy. We live now in a global economy, and you must have a consistent, dependable online presence in order to survive as a business.
For restaurants and other food industry companies, a large part of that presence will come from good content. What is good content? Good content is writing on your company’s website that:
- informs the reader,
- draws the reader in, making them want more,
- makes use of keywords and other search engine optimization techniques, and
- successfully converts readers into paying customers.
That’s a tall order, but professional writers can craft good content on a variety of topics.
Restaurants Offer Virtually Endless Possibilities
The food industry is a wealth of opportunities to find content ideas for your website. After all, food blogging is a huge trend. Coupled with travel blogging, online writers across the globe provide readers with content about the latest culinary developments at the forefront of modern cuisine. Off the top of our heads, here are just a few concepts that can spark engagement from your restaurant’s online consumers.
A discussion of vegetarian or vegan options can get users talking among themselves about the ethics of food consumption. Veganism is on the rise, according to The Economist, so you should definitely flaunt your restaurant’s vegan-friendly options in your content.
Show off your restaurant’s suppliers. If you use local farms, fisheries, hatcheries, or other local suppliers, crafting profiles of them on your website is a great way to build community ties. Many Gen Xers and millennials are entirely onboard with ethical sourcing, eating local, and building up smaller businesses. Any chance you get to show the fact that your restaurant is also into those ideas can garner serious interest among your prospective clients.
Announce awards or recognition you’ve received in order to boost your restaurant’s image. A press release-style restaurant blog post can be a good way to inform the community about your company’s high standards in action. It doesn’t have to be a Michelin star. A local award from a state magazine, a newly booked catering gig for a big event… Whatever your restaurant is doing best, use that as fodder for crafting great content.
Expand Your Brand, But Focus Locally
Writing content for restaurants is a delicate balance. Let’s face it. In today’s world, fast food joints and chain restaurants have a lock on public visibility. The other end of the spectrum is high-end fine dining that is out of most people’s daily eating budget. The trick, then, is to create content that can rank high for local online searches. If you try to rank on Google’s first page for super generic terms like “seafood restaurant,” for instance, you’re probably not going to have much luck. Most of those spots on the first page will be taken by the Big Boys—corporations.
Content ideas that can boost your local visibility include interesting tidbits about your town, traditional recipes for your area, and similar topics. These are likely to rank highly for keywords related to your town, giving you a chance to be on the first page for those searches. Since users rarely go past the first page on Google, doing proper keyword research and designing a restaurant blog content plan around those terms is absolutely vital to a good digital marketing strategy.
When in Doubt, Get Help!
Most restaurateurs are intelligent, hard working people who like to get their hands dirty (but not literally, we hope). While that is laudable, it’s also not feasible for every task. You might be an amazing writer, but crafting good content for the web is an altogether different story. Professional content writers have experience writing in a style that attracts readers while improving search engine optimization (SEO). They know how to incorporate keywords without seeming overbearing. In short, they have the necessary skills to help your restaurant get a wider exposure and bring in more clients.
If you own a restaurant or food industry business, let the professionals help you build a reputation for the best website content in your area.