Running a successful food truck business isn’t as easy as it looks. Even when you have amazing food, it takes time to generate a loyal following, and it’s hard work securing locations year-round. However, if you love food and people, a food truck can be one of the most rewarding businesses to own.
When it comes to your website, you might be wondering if you really need more than just a single page with a few photos and your contact information. While many food truck businesses have simple websites like this, it’s actually better to go a little deeper. Your website is more than just a calling card – it’s an opportunity to generate new customers on a regular basis, and make sure your existing fan base knows where to find you.
Whether you have a static location or you travel around to special events, here are 11 of the most essential elements you need on your food truck website.
If you travel for events or just make your way around town, your existing fans and new potential customers will want to know where to find you, so it’s important to have real-time tracking available. The easiest way to do this is by having an interactive map so people can see where you are currently, click to get directions, or check out the area. If you use a map for real-time tracking, make sure you remove it once each event is over.
If you do make your rounds to various locations, integrate your tracking into your social media posts. Let everyone know in advance where you’ll be on all your social media platforms, and if you don’t already have accounts, create them. At the very least, you should have a Facebook, Twitter, Instagram, and TikTok account. You don’t need to update them daily, but a few times a month would be a good place to start. When people know where to find you on social media, they’ll look for your announcements.
If you don’t travel and have a static location, all you need is an interactive map with your address on your contact or location page. Google Maps has a widget you can embed easily into your website, but there are other options. Although, since most people are already familiar with Google Maps, it’s probably best to use their widget.
Similarly to using an interactive map to show customers where you are in real-time, you’ll also want to have a schedule to tell people where you’ll be for future events. It may seem counterintuitive to leave past schedules up, but some people might like to see where you’ve been to see if there’s a chance you might return. For example, if you travel to a barbecue festival every year in July, keeping your past schedules published will show people that you’re a regular at that event.
Your food is the main reason people will visit your business, so make sure you only post high-quality photos of your dishes on your website. Random or poor photos are worse than no photos at all because they can give people the wrong impression about your food, and unappetizing photos can deter new customers. It doesn’t matter if your food tastes amazing in reality – most new customers won’t take the risk if your photos look bad.
Professional food photography is the best way to get great photos. If you can’t afford to hire a professional photographer, do your best with your smartphone. Most phones today have amazing cameras, and as long as you can get good lighting and a nice angle, you should be able to get some good photos on your own. However, if you can’t make it work, hire a pro.
Make sure your website’s navigation menu is clearly visible, accessible, and easy to use. Avoid getting too creative with your link labels. Your menu should be labeled “menu” to make it simple and easy for people to find your food selections.
One thing to avoid is having your “menu” link send people to an offsite ordering platform, like DoorDash. While it’s perfectly okay to use DoorDash and similar sites, most people clicking on your menu link will expect to see your food selections immediately on your website. Off Site food ordering sites often require people to log in just to view your menu, and this can be a barrier that causes people to bounce and find another restaurant.
Your menu is important. Many new customers will want to see everything you have to offer before they visit you, but so will your existing customers. Think about how many times you’ve visited your favorite restaurant and despite knowing exactly what you want, you still look at the menu. Even when people have preferences or know what they want, sometimes they like to try new things or at least consider a new dish.
A lot of customers will want to place an order online either to save time or avoid standing in line. If you’re able to offer online ordering, it can be an excellent way to generate revenue from customers who wouldn’t order any other way. It can also make getting food more convenient for people who prefer online ordering.
You will need to pay a fee to use online ordering software, whether you use a self-hosted or hosted option. Hosted options tend to be more expensive and have a monthly fee, but you can cancel anytime. Good hosted applications will be easy to integrate into your website while maintaining the overall look and feel. If it helps you get customers, it’s worth the extra expense.
Another type of online ordering to consider is delivery. If you can’t deliver to your customers, sign up for a site like Grubhub or UberEats.
Many people would love to see what it’s like behind the scenes when you’re preparing food, getting ready for an event, or serving customers. People love behind-the-scenes content because it makes them feel more involved in the brands and businesses they support.
Post some candid photos on your website showing how you and your team and customers have fun, get ready for an event, or enjoy your food and the surrounding activities. People will love seeing you being real human beings rather than only posing for specific photos and looking too corporate.
Collecting emails will prove to be one of the most valuable marketing strategies you can employ. When you have an email list, you can send out notifications to tell people where you’ll be, what times you’ll be open, and what new specials you’re running. Email marketing is an affordable way to develop and maintain loyalty and grow your fan base.
Your customers want to hear from you. If you add a new dish, they’ll want to know. They might even run out to grab a bite immediately after receiving your email if you include a discount code.
Even though your customers come to you for food, they’re likely interested in some cooking tips and recipes. Almost everyone who loves food cooks at home, and by offering recipes and tips, you’ll help people make their meals a little tastier. You don’t need to give away your secret recipes, but post a handful of delicious recipes related to the kind of food you serve.
Getting into the technical aspect of your website, be sure to display your contact information on every page in the header. At least include your phone number and email address if you don’t stay in one location. Although, make sure to comply with any laws that require you to publish your official business address.
If it’s possible, embed your social media feeds into your website so visitors can see what people are saying about you online. You can also embed widgets for review sites, like TrustPilot. If your website is built with WordPress, TrustPilot has an official plugin for this purpose.
Other forms of social proof include linking to press mentions and awards you’ve received, photo galleries of customers and events, and any other content your customers give you permission to use, like testimonials.
Allowing visitors to give you feedback is important, so don’t skip this element, but make it easy. Instead of just offering your email address, create a web-based contact form that people can fill out on your website to send you an email immediately. On the page, tell people you want to hear from them and you’re open to their feedback and suggestions.
Having a website for your food truck business will help you generate new customers and foster loyalty. By maintaining an engaging, user-friendly, and informative website, you’ll create a seamless experience that keeps your customers informed, excited, and coming back for more.
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