Growth Hacker Marketing

Lees On DeVries Case Study

Challenge

Lees on DeVries had used Wix to create a website previously but had given up before even being halfway through the process (which we don’t blame them for – it is Wix after all).

Seeing the need to increase bums in their seats, Lees reached out for a new website design.

They were looking for a relatively simple site with lots of nice images. The catering inquiries had always just been to an email address listed on the old site.

Lees was looking to reach a new demographic as well, since being attached to the Henderson Legion meant that the majority of their clientele was overflow from the legion.

Another issue that came up was that no one had the login info for any social media sites.

Solution

The first thing we did was transfer the domain to a new hosting company, away from Wix so that we could close the account entirely. With a new hosting plan in place, we set about creating a new, mobile-friendly website, including making it SSL.

We started with the menus, making it very easy and clear what each dish was, what it included, and how much it cost. To encourage a new demographic, we created a new page for the kids’ menu with funny names for each plate, such as “I’m not hungry” which is 2 slices of French toast.

To improve the Friday night dinner attendance, we included a slow-motion video of a knife cutting through a prime rib roast (desktop only).

Lees is a staple in the neighborhood and we wanted to emphasize its friendliness and home away from home by incorporating its Instagram feed directly into the homepage.

For catering inquires, we included qualifying questions in a form, which will help us capture email addresses for when special events warrant an email campaign.

Results

Overall, the new website was a success. Business is at an all time high. So much so that we actually had to hold off on doing additional marketing as the restaurant was already running at its capacity.

Bounce rate remains around 38%.

Average session is at around two minutes.

Pages per session sit around 3.

In the ten months that it’s been around at the time of updating this (June 2019 to March 2020), and not including the shut down due to COVID-19, the website is averaging about 250 visits per month.