Catering & Restaurants
Brief Landing Page Copy Will Help You Butter Your Bread
OVERVIEW
Key Insights for Catering & Restaurants
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.
You’re cooking up somethin’ good.
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.
Try adding a pinch of positivity.
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.
Keep your copy as easy as pie.
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).
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Access the full Conversion Benchmark Report for detailed industry benchmarks, in-depth conversion rate insights, top-performing channels, and more.
Key Insights: Benchmarks
Catering click-through pages convert more than 1 in 5 visitors (by median).
Conversion Rate: 2020 vs. 2021
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.
Readability: 2020 vs. 2021
Here’s how reading ease and word count have changed on catering and restaurant landing pages since our last report.
+8.9%
Easier to Read
+14.1%
More Total Words
Key Insight: Sentiment
Joy and anticipation can help restaurant marketers bring home the bacon.
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.
Sentiments: 2020 vs. 2021
These types of emotional language saw the biggest change in use (increase or decrease) on catering and restaurant pages over the past year.
+14.6%
More Sadness Words
-30.6%
Less Disgust Words
+11.7%
More Fear Words
Catering & Restaurants
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