While you may have a slick website that represents your brand well, it’s only as good as its ability to draw people to your site and communicate the information they need. Is your website attracting the traffic you’re looking for? First, focus on the local. In your About Us section, talk about your location – how you landed in your neighborhood and what background you have in the town or city – so hungry people nearby are directed to you when they search for restaurants online. Most restaurants have room to improve when it comes to optimization on Google My Business. Consider what factors about you might appeal to guests, from having a deck with a view to being a multigenerational family business. Finally, write website copy that incorporates keywords that are likely to be picked up in a search, but avoid cramming too many of them into a paragraph – not only does that feel inauthentic, but it doesn’t optimize SEO either.