With food blogs rocketing in popularity, restaurants, food retailers and producers need to work hard to get noticed in the industry. Web food copywriting needs to be original and imaginative, yet still take into account online copywriting best practice and search engine optimisation. Here are five who have got the balance right…
1. Dishoom’s descriptive menus
Bombay-inspired restaurant Dishoom use their menu to bring the experience of eating in India to the reader.
Instead of simply describing dishes, the menu is peppered with local facts, making diners feel they are getting an authentic service. This raises the user experience value, increasing the impact and likely appeal of the menu.
2. Excellent product descriptions from Laithwaites
Online wine retailer Laithwaites pair evocative descriptions with easily digestible facts and images to bring their wine to life on screen. They have identified that web readers are likely to scan-read product pages, tabulating content to make this easier, yet they have also provided more in-depth copy about each wine to help those that have already scanned the page make informed purchase decisions.
Another area Laithwaites excel is SEO copywriting. Each product has a carefully crafted meta description, perfectly formatted to fit within the character limit on Google’s results pages.
The use of informative yet persuasive product pages along with excellent search copy means Laithwaites are likely to see a high conversion rate from visitors to their website.
3. Lidl’s fun social media content
Throughout their social media content, retailer Lidl pair up fun puns and rhymes with impactful food photography, bringing a playful approach to food copywriting.
The light-hearted wordplay combined with tasty food pictures goes down well with the social media audience, gaining retweets and favourites which help broadcast Lidl’s products to a wider audience.
4. Peppersmith focus on storytelling
Although we are used to hearing about the provenance of meat products, it’s more unexpected for a chewing gum brand.
On their ingredients section, Peppersmith go way beyond listing their ingredients, instead including the full story behind the British mint they use, complete with pictures, videos and the impact on the final product.
Because of this ‘brand backstory’, potential gum purchasers may feel more inclined to buy Peppersmith than rivals, as the copy shows the brand is better informed and more ‘human’ in its purchasing decisions.
5. Impactful copy and image use from Munchery
Food delivery service Munchery offers a higher class of convenience food, and throughout their site, minimal but effective food copywriting is paired with high quality, consistent imagery.
Their copy is used in conjunction with images to successfully emphasise convenience and quality of ingredients, whilst keeping the site design clean and appealing.
Food copywriting for the web
To be successful, online food writing needs to strike a balance between describing the food in all its delicious detail yet still presenting it in a way that can be scanned easily on screen and optimised for search engines. For food copywriters, images are an important complement to copy, as Lidl and Munchery have demonstrated to their advantage.