Content marketing for restaurants: pages the owner reads before they go up
A restaurant's content marketing is mostly furniture. It is the location page behind the sign out front, a menu page set in the owner's own words, a catering request page, a private room page, plus one town page per community the dining room serves. None of it is a diary of the kitchen. Here, content marketing means writing those pages, keeping them level with the facts, and sending every one to the owner for approval ahead of any visitor seeing it.
The pages are written for searches that carry a place, such as restaurants near me
, or a town's name placed before the word restaurants, and for the questions that already reach the host stand.
Pages that a dining room has little reason to leave unwritten
Open a restaurant's site on a phone and ask where each of those questions is answered: which address, which ordering link, whether a private room request has a route. On many sites the honest reply is a single page doing every job badly, or a menu locked in a file that a phone struggles to open. Good content marketing fixes that by giving each question its own page with a plain title, a short body and a route to the host stand.
Content marketing in our search plans is counted in two units. One is the landing page, which is organized around one search or one place. The other is the Strategic Content Asset, which we treat as one written item with one job, such as a location page, a catering request page or a section of a menu page. The monthly allotments run 25 landing pages plus 4 assets on Silver, 50 plus 8 on Gold, and 100 plus 12 on Platinum. The $495 starter plan is sized at 25 landing pages.
The kitchen is outside our subject. The pages we write cover where the restaurant is, how to reach it, and how to put in a request. The menu words belong to the owner, who supplies them and signs them off, and we set them out as text. Reviews and replies have a separate home, the review management page, since they follow different rules.
Four kinds of page that make up a restaurant's written work
- Location
Location pages that agree with the sign out front
A page per street address, naming the town, the phone line and the links the owner picks. When a group opens another address, that address earns a page to itself, not a paragraph tucked beneath the first.
- Menu page
The owner's menu words, published as a page
The owner sends the text and approves the layout. We publish it as ordinary words a phone can read. We add nothing to it and take nothing out.
- Requests
Catering request and private room pages
Each one says in plain terms what the restaurant takes on and routes the request to whoever at the front of house reads it. The owner decides what the request form asks.
- Towns
Town pages for the places the dining room serves
Each town or neighborhood the owner names gets a brief page saying where the restaurant stands in relation to it. We do not invent local lore or borrow another town's text.
What each page does at the host stand, and who signs it
| Page a restaurant publishes | Question it takes off the phone | Owner's approval |
|---|---|---|
| Location page for one dining room | Which address, and which phone line? | Street address, town, phone line, links |
| Menu page set as text | Where do I read the menu? | Every word, supplied and approved by the owner |
| Catering request page | Does the restaurant take a catering request, and where do I send it? | The wording of what is taken on, and the form fields |
| Private room page | Is there a room I can ask about? | The description of the room and the form fields |
| Referring partner page | Which local business sends people to the restaurant? | The partner's name, used only with the partner's consent |
Four stops between the owner's facts and a published page
The owner sends facts for each dining room
Addresses, links, the menu text, and a list of the requests the restaurant takes on or declines. Anything missing is a question back to the owner, not a gap we fill with a guess.
We draft one page for one search and one question
Each draft is pinned to a single place or request, because a page stretched over everything ends up useful for nothing. We keep the wording short and the title plain.
The owner approves the draft or marks it up
Nothing publishes on our say. The owner can approve a page, ask for edits, or strike it. Edits return as a revised draft.
We publish, link it into the site and review it later
An approved page gets links from its neighbors on the site, so a visitor can find it, and it is reopened whenever an address, a link or the owner's text moves.
Two beliefs about restaurant content marketing
Said at the host standA restaurant has to keep publishing content marketing nonstop or the site goes quiet.
What the rail showsA modest set of accurate pages, revisited when facts change, is the base. Volume for its own sake only gives the owner more to proofread and more to keep correct.
Said at the host standContent marketing means writing about the food.
What the rail showsNot in our hands. We write about places, routes and requests. Whatever the restaurant says about its menu is the owner's text, set out on the page and left untouched.
Where the plans differ, and what we leave out
Page and asset allotments climb with each step up the ladder, and only the two highest include a website that we run. Content marketing for a single dining room with a tidy site can begin on the lighter plans; a group with several addresses has more location pages to write and keep matched. The pricing sheet lists each plan, and the main search service shows how written pages fit with Maps and tracking.
We write no case stories about guests, no boasting pages, and no copy that makes promises on the restaurant's behalf. Pages that carry facts and routes are enough for content marketing to work from. The same pages help with assistant answer boxes and with Maps work, and a site rebuilt around them is described on the website design page. Permits and similar paperwork stay the owner's concern, and none of it is mentioned in our drafts.
Owner questions about restaurant content marketing
Who supplies the words for a restaurant's menu page?
The owner does. We format the supplied text as a page and show it back for approval. Because the words are the owner's, we do not rewrite, extend or shorten them.
Does restaurant content marketing include stories about guests?
No. Guest stories and case stories are not part of the work, and no page describes any person who came through the door. Content marketing for a restaurant here is built from addresses, links, request routes and towns.
What size is the content marketing load for a single dining room?
It turns on the plan, how many addresses the owner runs, and which request routes exist. The pricing sheet shows each plan's monthly counts, and the work goes first to the pages the restaurant most needs.
Hand us the first page to draft
Describe the dining room and the request routes it has, in the note on the form. Keep any guest detail out of it; owner contact details and your notes on the restaurant are all we ask for.
Which location belongs on the first ticket?
Name the locations you want found more often, the towns your regulars come from and the partners who send people your way. Leave out every guest name and every detail of anyone's booking.
Pull the first ticket with us
Choose a call time, or leave a few lines about the restaurant, the town around it and the services you want booked. Every note is read by our CEO.
The tickets above are decoration, not a forecast of anything