It doesn’t matter if you’re using landing pages to launch a healthy new snack, promote your meal kit subscription, or build hype around your restaurant or catering business: Short, joyful messaging is the best way to get visitors to bite.
Catering and restaurant pages have a much higher median conversion rate than the baseline. (Like, more than double.) Whatever your secret recipe is, it’s working.
Our analysis shows that restaurant marketers can improve their page performance by mixing in words related to joy and anticipation—but there are also some sentiments you could be better off leaving out.
Landing pages for food services often convert best when they’re less than 300 words and written at a middle school reading comprehension level (or easier).
Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
What’s this mean? This graph (called a “box plot”) shows how the conversion rates of landing pages are distributed. The dotted horizontal line is the median conversion rate, while the “box” shows where most pages sit. The vertical lines (or “whiskers”) represent the range of the remaining pages, excluding any extreme outliers.
Here’s how reading ease and word count have changed on catering and restaurant landing pages since our last report.
Who doesn’t love food? Nobody, that’s who. Whether it’s olive oil-poached sturgeon and marinated red cabbage, or something simple like truffle risotto with escargot, the feeling you get from a great meal is just… ah, pure joy. (Who are you callin’ “bougie”?)
Marketers in food services know it, too. Restaurant and catering landing pages have the highest percentage of joy-related words of any industry we analyzed. And the results speak for themselves: Pages with more joy and anticipation often perform better than those without.
But things could be changing. Over the past year, we’ve seen modest increases in negative sentiments like sadness, fear, and surprise. These emotions tend to show a correlation with lower conversion rates—so, simmer down.
Your visitors want positivity. Sprinkle in words that evoke joy and anticipation (“delicious,” “love,” “bountiful”) and avoid getting negative.
These types of emotional language saw the biggest change in use (increase or decrease) on catering and restaurant pages over the past year.
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