Another Strategic Marketing Outsourcing® Success Story
Overall Theme to Consider:
Testimonials & TV Interviews
- The Paesano Experience
- Don"t just eat Italian, experience it
- Don"t just eat Italian, live it
- Experience Italian at Paesano's
Domain Name:
- Since your domain name is difficult for the average American to spell, it might be wise to purchase two or three other domain names: www.italianannarbor.com or www.a2italian.com.
- Since www.paesanos.com is already taken, you risk sending potential customers to another company if a visitor forgets to enter annarbor in the URL. See Tab 1.
- Experience Italian at Paesano's
Page Titles:
- Each Webpage should have its own unique title and search engine criteria (for Yahoo, Excite, Google, etc.). At the moment, all pages have the same name; therefore, they will be indexed identically. For example, if someone performs a Web search for Italian wine in Ann Arbor, all your pages may/will appear instead of the relevant ones such as "wine store," "wine tasting," "winemakers" dinners," etc. Currently, the customer is likely to think you are just another Italian restaurant. See Tab 2.
- Experience Italian at Paesano's
Footers:
- On each page, I"d remove the reference to last date modified and Website designer and replace it with your address and phone number.
- Experience Italian at Paesano's
Pictures:
- Your slogan: "Italian for Good Friends" is not mirrored in the photographs. It would be better to include pictures of customers enjoying themselves rather than empty dining rooms. A picture of you with the chef and a customer toasting is a must. I"d be happy to take new pictures of people in good spirits using my high-resolution digital camera.
- Experience Italian at Paesano's
Virtual Tour:
- This has no ending. It just stops (while displaying a continue button). It should repeat or display "end."
- Top Banner: Add "Reservation Request"
- The banner picture of the restaurant on the top right is too small. A better use of the space may be to include a "Make a Reservation Request" button. This button could generate an instant e-mail, fax or page (most cell phones now have a built-in text paging ability). To verify a reservation, you send an automated e-mail to the customer asking him/her to confirm his/her request. The entire process could be automated.
- Experience Italian at Paesano's
Website Navigation Menu:
- After discussing this topic with several of my colleagues, I offer these suggestions. If the following are truly important to your business, then the navigation menu should read:
- Dining In (pictures showing private parties, groups, families and Michael)
- Carry Out (separate page, food pictures and menu)
- Catering (food and people pictures, testimonials, menus)
- Wine Sales/Tasting (separate pages, sales and tasting events)
- Join Our Team (group pictures, benefits, online resume submission)
- Learn Italian (separate page, course outline, testimonials, classroom pictures)
- Testimonials (what our customers have to say)
- Special Events (list events, wine tasting, winemaker dinners, Easter, Mother's Day, etc.)
- Good Friends Club (list benefits, link to online subscription form)
- Gifts (list gifts and preorder online)
- Experience Italian at Paesano's
Main Page Text
- The text could be rewritten with emphasis on how the customers"needs will be satisfied. I suggest using more "you/your" rather than "we/our."
- Experience Italian at Paesano's
Catering Text: There are several grammatical errors needing attention. Here's an example of how it could be improved:
- Paesano's is proud to cater your next event, satisfying your taste as well as your budget. Together, we"ll create a custom menu, offering many of the delightful authentic dishes you"ve enjoyed in our restaurant.
- Signature of Cindie Grammatico
- Followed by a copy of a sample catering menu.
- Experience Italian at Paesano's
Forms:
- Your Website contains five forms. In my experience, one or two forms incorporating check boxes works best. (Many Website designers, encourage the proliferation of forms, because they can bill for each of them). Here, less is better.
- Old Text reads -- Want to keep abreast of upcoming events at Paesano's? Receive our Good Friend Newsletter by filling out the form below...
- Proposed Text -- Sign up for our Good Friends Newsletter and learn about future events.
- Experience Italian at Paesano's
Menus:
- Offer a preorder for fast lunches. We can accomplish this by automating Web forms that generate e-mail, fax or instant text pages.
- Experience Italian at Paesano's
Events Calendar:
- Who will update it? List start and end times. Change ed to educ
- Experience Italian at Paesano's
Wine:
- I would improve the text to read as follows:
- Experience Italian at Paesano's
Ask Chad
- If you"re dining at home or picking up a carryout order, ask Chad to recommend the perfect wine to complement your meal. Turn an everyday meal into a dining experience by adding just the right wine.
- Experience Italian at Paesano's
