Getting people through your door in a saturated market is tough, it's real tough.  Advertising helps and word or mouth is the most powerful.   But where do you have the most control?  Where should you put the most energy? Answer:  On the web.  Here are five tips to increase traffic and positive vibes that  translate to  happy patrons.

#1  People are social, people love contests

What to do with your Facebook fan ("Like")  base?  Announcing specials and events is a must.  It's a no brainer.  Take the next step.  Hold contests that encourage more interaction.  Increasing interaction ultimately leads to more exposure and more publicity.

#2 Website as a hub, think Atlanta airport

Atlanta is home to the world's busiest airport,   Hartsfield-Jackson Airport, which is also the  best place to promote the city.   Brochures, maps and promotional materials are easily accessible.   Visitor information stations handle questions.  The Atlanta Journal Constitution is always within eyesight. Gift shops peddle postcards, souvenirs and clothing.   Special events  are advertised via wall posters.  



Similarly, your website should function as a hub for your visitors.  It should link to all social networks and when appropriate include feeds.   It should display events, photos, promotions, menus, news and directions.  Visitors should be confident before walking through your door.  Make sure there are no unpleasant surprises, only happy ones. 

Here is a great example of a hub restaurant website (well designed too): http://www.giraffe.net

#3 Usable web design

All of this info on your website is powerful, but it can be overwhelming. Web design and usability is of upmost importance.   Choose a firm that knows good usability practices.  Attention span on the web is less than TV.   Keep your content concise. Display important information above the fold and make sure your main navigation is intuitive.

An affordable way to test your site for usability is UserTesting.com

#4 The Future is mobile, get your website ready

The future of mobile computing is here or at least it's approaching the landing strip.    Research shows by the end of 2011 over 50% of Americans will own a smartphone.   This means  content is more likely to be accessed on smaller screens.  Some devices  do not show Flash content.   Spend the extra effort  and demand a mobile version of your website.  It's worth it.  When your next big spender accesses your website on an iPhone and sees optimized content, the chances of an in-person visit improve.

#5 Email is still the heavyweight champion

Email is not going anywhere anytime soon.   In most  circles it is the preferred method of communication although Facebook, Twitter and texting have made a dent.  Email marketing is one of the most efficient ways to get your message out to customers.  It's instant and very very effective (when done right).   It's not about how big your list is,  it's about how many people actually open the email.   A good benchmark to hit is a 25% open rate.  This requires extra care.  Make sure the people really want to receive the communication.   Before visitors sign up tell them what and when you will be sending.   Entice visitors to sign up with email only discounts and specials. 

Here are great email marketing resources from MailChimp

Any other tips you would like to add?  Feel free to leave a comment.