When your website can get new people in the door,
you don't have to worry as much about marketing.
make it impossible for them to say no.
When I visit a new town, the first thing I do is run a search for a decent coffee shop in the area. Since my background is in coffee, my standards are high and kind-of specific. I’ll click through results on Google until I find a place that meets all my criteria—and even if that coffee shop is thirty minutes out of the way from where I’m headed, that’s where I’ll go for my morning jolt.
How do I know which coffee shop is going to offer exactly what I want? The menu and the web presence are the two biggest tell-tale signs. Coffee shops that aren’t keeping pace with the most current brewing methods are still likely to be offering cappuccinos in small, medium, and large, without a cortado option in sight… and their websites are likely to look really dated.
The wrong coffee shop for me will still be using small, dark photos on its site, and the few that are there won't tell much of a story. Maybe there will be a couple shots of the exterior of the business, or worse, the interior when no one is in it.
The best thing a coffee shop can do to sell me on the experience is to offer up-close-and-personal details of what’s going on there. I mean photos of tattooed baristas, in sharp-looking aprons, pouring milk as thick and smooth as wet paint over stripy espresso—and the smaller the cup the better. I want to see bags of coffee with the roast date stamped right there on the front label. I want to see photos of folks in their thirties working the counter, because coffee was their career choice and they take it seriously.
The modern website is the new business card—only a thousand times better, because it can be accessed anywhere at any time by anyone, and it can tell a much more complete story than a 3"X2" piece of cardstock. With the right design, images, and copy, it can be used to draw the right kinds of clients from the far corners of the earth, or your own neighborhood.
People are picky about where they spend their money—like me in coffee shops. Make them pumped to do it at your business. If you want to look legit to the right people, then let's talk.