Restaurant Website Design Case Study
Leon's at Lake Ella Restaurant
The main objective is to design Chef Leon's restaurant's website in the historic Lake Ella in Tallahassee, FL. The website will be the central hub of information and gateway to access the restaurant's services.
Meet Chef Leon
Chef Leon is a young and talented chef in Tallahassee, FL. He has a bigger-than-life character and loves using his passion for culinary arts to help the people in his community. He is quickly becoming one of the most highly sought-after chefs in the Florida Panhandle, especially after being featured as one of the contestants in Hulu's show, The Secret Chef.
The challenges we have to overcome.
Leon's at Lake Ella is still developing and different from your typical restaurant. It's only open to the public (walk-in) a few hours a day and several days a week. Most of the time, it's closed to the public in preparation for reserved private events and dinners. So, the primary challenge for the website is to communicate these services and set the appropriate expectations for the various types of users for each service.
Limited lunch services
Public lunch services are only available a few hours a day and several days a week. The menu also varies based on availability.
Private dining services
Groups can reserve private dining services, but availability is limited by the number of guests, weather, and event dates.
Limited space
The restaurant is a small historic cottage, and it can only accommodate a few guests to dine in while the rest are outside if the weather permits.
Limited availability
There are times when Chef Leon uses the restaurant kitchen to prep for an upcoming catering event and has to close the restaurant.
The journey to implementing strategies.
Solving the restaurant challenges involved in-depth research and analysis of factors that affect our goals, for example, our ideal customers and their needs and objections, our competitive edge, and our business environment and opportunities.
Key strategies we implemented.
The website's primary goal is to communicate two distinct services, set appropriate expectations, and ultimately drive customers to take action to either visit the restaurant in person or book a consultation call to reserve a private event.
Unique customer experience
Instead of competing with other restaurants in the area, we use the restaurant's uniqueness to emphasize the level of customer experience that customers can't get anywhere else. This strategy puts the restaurant in its distinctive category.
Automate lead generations
We integrated a scheduling application to allow potential customers interested in reserving a private event to consult with Chef Leon. Doing so automates lead generation and eliminates the need to go back and forth with potential customers.
All-in on the vibe
We utilized the beauty of scenic Lake Ella to emphasize the incredible and relaxing vibe of being on the lake. We used landscape photographs of the picturesque background, people enjoying their meals with friends, and images of mouth-watering dishes made by talented chefs.
Optimize online visibility
The historic Lake Ella is one of the most scenic parks in Tallahassee, FL, but shockingly, there is only a little information about it and its history online. To increase online visibility, we created a page that helps people learn more about the lake's history and general information.
Build brand & trust
We aligned the brand with Lake Ella's historical significance to Tallahassee locals to build brand and trust. We used symbols like the duck (a significant Lake Ella icon), friendly color schemes, and icons to create a vibe similar to your experience visiting the lake.
Leverage history
The restaurant occupies one of the dozen historic stone cottages once the Tallahassee Motor Motel, built in the 1920s. To increase the restaurant's uniqueness, we associate the brand with the history of the building and the lake to leverage customer experiences.
Project Results
We launched the website on March 1st, 2024, and started tracking the user data for the site usage.
In just over a month, we've received positive feedback from the user and analytics.
The restaurant lunch services are also doing very well, generating over $3k daily for a small cottage restaurant that is only open a few hours a day.
The results show daily growth as the buzz increases and reaches more people in the area.
Click-thru-rate
In just over a month, the website received 1387 clicks out of 6.2k impressions, resulting in a click-through rate of 22.37%.
New users
The website received 2.5k new users and 871 returning users in just over a month.
Engagement rate
The website engagement rate is 64.68%, with an average engagement time of 1m 23s per user.
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