How to Market Your Online Ordering Website for Restaurants

TL;DR: Creating an online ordering website doesn’t mean guests will start placing orders immediately. Generating traffic takes time and requires a mix of loyalty, SEO, social media, apps, and local listings. Brands that increase direct orders the fastest typically use third-party delivery apps as discovery tools rather than viewing them as competitors. Understanding this approach can influence how you allocate your marketing budget.

• Why it matters: Every order that moves from a delivery app to your website saves on commission fees and provides valuable guest data to help you reengage customers. Lion’s Choice grew online orders by 110% after launching their app with built-in loyalty.
• Who this is for: Restaurant owners and marketers who have introduced online ordering and want to increase use.
• Who can skip this: Restaurants that don't offer online ordering.
• What you’ll walk away with: How a mix of loyalty, social media, apps, websites, and local marketing tactics can drive direct orders and how to use third-party delivery apps to bring customers to your own website.
• Best next step to take: Search for your restaurant on Google and evaluate how guests experience your website or app. Note how many taps it takes to reach your ordering page.

You've launched your restaurant website, congrats! But how do people find it? This guide offers tips for marketing your online ordering website.

Improve your restaurant website

Understand SEO

For online visibility, you need search engine optimization (SEO). Use keywords like "restaurant near me" and "order [dish name] online" on your:

• Page titles

• Meta descriptions 

• Website content 

Improve image alt text with keywords and get backlinks from trusted local websites. You may need to hire an SEO pro.

Have a mobile-friendly design

More people are using mobile. That means your restaurant website must be mobile-friendly. Google prioritizes mobile-friendly websites in search results.

Add loyalty programs

Loyalty programs get repeat business and provide customer data. It should be easy to join the program from your website. 

Include a menu on your website

Quality photos and videos let customers see what you offer. But improving your website is more than just visuals. Allow for menu customization as well. 

Offer real-time availability info. Try features like "Build Your Own" options for restaurants.

Make a restaurant app

A restaurant app improves the online ordering experience. To get downloads for your restaurant app, place download links on your website and social media pages. Provide promos to get people to sign up.

You’ll also want to:

• Make sure the app has easy navigation and a smooth ordering process for mobile 
• Offer deals and promos through the app 
• Use push notifications to keep customers informed 
• Add loyalty programs within the app

Case study: HuHot Mongolian Grill increased visits by 30% using a Grill Pass promo. It allowed customers to pre-order up to 25 entrees. Guests who bought the Grill Pass spent 80% more than its cost. Read the entire case study here.

Integrate with the best delivery apps

Adding popular delivery apps is a must to get more customers. Partnering with these apps also helps you benefit from their marketing.

Offering deals and promos on delivery platforms can help you find new customers. Make sure your listings on these apps have quality photos and detailed descriptions.

Promote with restaurant social media pages

Social media is a must for your restaurant. Share food photos and videos. Use social media to run targeted ads that go to your perfect audience. 

Also, try these social media tips:

• Host contests and giveaways to boost social media engagement
• Ask customers to leave reviews and share their experiences on social media
• Team with local influencers to expand your reach within the community

Run local ads and claim your business profiles

Local engagement is a must for your restaurant. Building a loyal customer base starts at the local level. 

Start by running ads on social media and search engines. Build community relationships by partnering with local media outlets like:

• Newspapers 

• Magazines 

• TV stations 

Claim and update your business profiles on Google My Business and Yelp for Business. You’ll also want to think about paying for these platforms’ marketing and ad packages.

Marketing brings in customers

Marketing an online ordering website means understanding your data. Try the tips we talked about above and watch your online orders go up!

Key takeaways:

• Set up your website for desktop and mobile users
• Offer an easy-to-use menu and checkout process
• Add loyalty programs to reward customers
• Use social media marketing and targeted ads
• Team with delivery apps
• Run local ads and claim your local business profiles

Frequently Asked Questions About Online Ordering Websites for Restaurant

How do you effectively market a restaurant's online ordering website to drive direct orders?

Make your online ordering site easy to find by optimizing it for search engines and local searches. Build a mobile-friendly site and link it to your Google Business Profile and social media channels. Then give guests a reason to order directly from you, such as loyalty programs, app-only deals, or exclusive offers. Third-party delivery apps can help new guests discover your restaurant, but encouraging them to enroll in loyalty or email campaigns can help direct future orders to your website.

What is the difference between a first-party online ordering website and a third-party delivery platform?

First-party online ordering websites are managed directly by restaurants. They give operators greater control over branding, the guest experience, and pricing, as well as access to customer data. Third-party delivery platforms (such as Uber Eats or DoorDash) are operated by external companies and charge restaurants commission fees.

How should a restaurant optimize its online ordering website for local SEO and Google discoverability?

Improve local SEO by using relevant search terms such as “restaurant near me” or “order (dish name) online” to help customers find your business. You should also keep your website updated and optimized for SEO, including meta descriptions, image alt text, page titles, descriptive headings, and relevant content. Claim your Google Business Profile and Yelp business listing, and ensure your information is accurate.

What digital marketing tactics convert the most website visitors into online orders?

The most important conversion factors include mobile-friendly ordering with a fast checkout process and high-quality menu photos. Slow or complicated checkout processes can lead to abandoned orders. Beyond the website itself, retargeting ads and cart-abandonment campaigns can bring back visitors who browsed but didn’t place an order.

How do restaurants use email and SMS campaigns to drive traffic to their direct online ordering site?

When paired with loyalty programs and CRM systems, email and SMS campaigns can effectively drive traffic to online ordering. You can create behavior-based customer segments and develop targeted, personalized campaigns that encourage guests to order directly.

Ready to get more customers and orders?

Paytronix offers solutions to improve your online ordering website and marketing. Check out our solutions or download our free resources to learn more about:

• Creating an easy-to-use online ordering platform
• Running marketing campaigns
• Adding delivery apps
• Using customer data 

By partnering with Paytronix, you can improve your online ordering website and get more customers.