Restaurant location pages that help guests decide

Identify and Prioritize Guest Questions for Restaurant Location Pages

Guests visiting a restaurant location page often have specific questions that can make or break their decision to dine there. Three common questions include: What are the restaurant's hours of operation?, Is the restaurant accessible for people with disabilities?, and Are there any nearby parking options?. The first question to fix is the hours of operation, as this is a crucial piece of information for guests planning their visit. The restaurant manager can verify the answer to ensure accuracy.

Prioritizing this question first helps to prevent unnecessary inquiries and potential losses due to incorrect information. By addressing this question clearly and concisely on the location page, restaurants can improve the overall guest experience and increase the likelihood of attracting and retaining customers.

Create a usable restaurant location mini-brief

To help guests decide, a restaurant location page should include specific fields such as distance to nearest public transport, walking distance to nearby attractions, availability of on-site parking, wheelchair accessibility, and nearby dining alternatives. The owner should check current business records, such as site plans or transport schedules, to verify the accuracy of this information.

For example, the owner should check the site plan to confirm the distance to the nearest public transport and verify the transport schedule to ensure the information is up-to-date. They should also check the restaurant's accessibility features, such as ramps or elevators, to ensure that the information is accurate and helpful for guests with mobility issues.

By including these specific fields and verifying the information through current business records, the restaurant location page can provide guests with the information they need to make informed decisions about their visit.

Illustrative example: Improving Location Page Descriptions with Clear Examples

Consider a vague sample sentence like 'Our restaurant is located in a great area with plenty to see and do.' This does not help a guest decide if the location suits their needs. A clearer replacement could be 'Our restaurant is {distance} from {nearest landmark}, with {mode of transport} options available. We are situated in a {description of area} area, close to {points of interest}.'

This revised sentence uses placeholders for unverified business facts like distance, nearest landmark, and mode of transport, which should be verified for accuracy. By providing specific details about the location, guests can better assess whether the restaurant's location meets their requirements, such as proximity to their accommodation or accessibility by public transport.

Implementing Location Page Changes in One Session

First, identify the exact page elements to change, such as the restaurant's address, map link, and arrival procedure. The restaurant manager or owner should approve these factual details to ensure accuracy. Next, update the page with the verified information, focusing on the most critical elements that help guests decide, like parking options or nearby public transportation.

Then, review the page as if you were a guest arriving at the restaurant, checking that the essential information is easy to find and understand. Finally, ask a colleague to complete a verification exercise on a phone, such as finding the restaurant's address, checking the arrival procedure, and locating the contact information, to ensure the changes are effective and user-friendly.

Verify Location Page Usability on a Phone

Ask a colleague to complete three tasks on the restaurant location page using a phone: find the address and map link, identify the nearest public transport option, and determine the current opening hours. For each task, observe whether they can complete it without hesitation. If they struggle, note the specific issue: is the information missing, hard to read, or not visible on the phone?

If your colleague cannot find the address or map link, check that the page includes a clear, clickable address and a reliable map link. If they cannot identify the nearest public transport option, consider adding a brief description of nearby transport links. If they are unsure about the current opening hours, ensure that the page displays up-to-date hours and any special notices about closures or reduced hours.

After verifying these details, ask your colleague to suggest any improvements to the page's usability on a phone. Use their feedback to make targeted edits and improve the overall guest experience.

Tracking Changes and Measuring Success for Restaurant Location Pages

To assess the effectiveness of edits made to restaurant location pages, maintain a change log that records the date, page address, and factual approver for each update. This log helps track changes and prevents outdated information from being reintroduced. When measuring success, distinguish between search clicks, consented sessions, enquiry clicks, and confirmed bookings. Note that low-data limitations may affect the accuracy of these measurements.

A useful trigger for reviewing factual accuracy again is when a certain number of guest enquiries or bookings have been made, indicating that the information on the page is being used to make decisions. This approach allows for targeted reviews and updates, rather than relying on a fixed schedule. By monitoring these metrics and reviewing the change log, you can refine your restaurant location pages to better support guest decision-making.