Essential Elements of an Online Store for Food Orders

This is a visual representation of the 5 essential elements of an online store/landing page. We made use of the Catering Template to illustrate the different elements. By the way, this is a real landing page too.

Go to the 1st elementGo to the 2nd Element

2. The Hero Shot

The hero shot is the visual representation of your offer. It can help people gain a better understanding of what it is or what it looks like. The hero shot can be a photo, or better yet, a video that showcases your product/service.

Your hero shot may be the cover photo of your Facebook page, Instagram business profile image, or an image on Pinterest.

Supporting images include your product pics, restaurant, table settings, events and other images that help project your brand.

1. USP – Your Unique Selling Proposition

What is it about your menu or service that sets it apart from competition? You need to communicate this in a nutshell on your online store. Describe your offer at its most basic, the specific benefit your customers get by choosing your product/service.

Your USP can be broken down into four page elements, which taken together tell the story of your offering throughout the landing page:

1A. The Main Headline – This is the first thing that people will see and read. It should be short and concise, and clearly describe what visitors will get from the page. Your business slogan may be a good example for your main heading.

1B. The Supporting Headline – Your headline can only say so much if you want to keep it short and sweet. The best way to do this is to add a supporting headline. You can do this in two ways:

  1. As a direct extension of the headline, following the main headline like finishing a sentence.
  2. Extending the main message by applying another, persuasive supporting message.

1C. The Reinforcement Statement

People scan web pages instead of reading it. This makes it critical that any titles you use on your online store stand out to a visitor. Another page title you can use to drive home the purpose of your page is the reinforcement statement. It sits about halfway down your page, and serves to add a mid-experience message that you want to communicate to your visitors.

Use Your Online Store to Get Visitors to Join Your Customer List

4. Social Proof

What’s the biggest factor to get people to buy your offers?

What moves the visitor from saying “maybe” to “yes”? The biggest key can very well be something called social proof.

“Smart marketers know that social proof is the marketing tactic for easing the minds of worried customers.”
— Kissmetrics

6 Types of Social Proof

Consumers are savvier than ever when it comes to shopping online. They research quite a bit and inform themselves before making a purchase decision. But all that searching is also overwhelming.

The easy decision comes when you can provide positive proof that your products or services are appreciated by real people.


1. Wisdom of the Crowd

This type of social proof relies on the sheer power of numbers. People may be swayed to buy when a large group endorse your brand.

2. People Like You

Some social proof rely on showing the approval of people with similar tastes to yours. It draws a link between your preferences and those of others.

3. Circle of Friends

Somewhat similar to number 2 is your own circle of friends. When your friends see you approve of a product, they’re more likely to buy the same.

4. Customers

The word of a customer who actually purchased and used your product is very influential. It’s just like a personal reference.

5. Celebrities

It works a great deal when a celebrity endorses your product. Some of the celebrity’s appeal is absorbed by the product. Of course, it must be someone the audience really loves.

6. Experts

Expert social proof is when an expert in your industry recommends your products or services or is associated with your brand. It greatly engenders trust.

Look through each type of social proof and think about where you could obtain some of them right now. You don’t need to get all, since not every type may be relevant to your business.

Be prepared to capture good reviews, testimonials, social media comments and other social proof whenever it comes up.

1D – The Closing Argument

As your landing page/online store comes to a close, you have one final chance to communicate the benefit of your offering. The closing argument is similar to the reinforcement statement. It backs up your main value proposition. For better conversion, it should be coupled with your call-to-action.

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5. The Conversion Goal

The conversion goal is a term that describes what the purpose of the landing page is to you. To a visitor, this is presented in the form of a Call-To-Action (CTA), which can either be a standalone button or as part of a lead generation form.

Your CTA is critical to conversions as it’s the marketing target, what you want people to interact with on your landing page. Where you place it and what it says are all important considerations.

Now It’s Your Turn

Think of how you’re going to convince a visitor to place a direct food order when they visit your online store. Begin with your unique selling proposition.

Place yourself in the visitor’s position. She came to your page through a search, referral or promotion. What statements will stand out to convince her she’s in the right place to order your offers online?

Fill-in the form below and send us your composition.

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