Restaurant, salon and gym websites that fill tables, chairs and classes.

Picture a Friday at 5pm. Someone wants a table for four tonight, a blow-dry tomorrow morning or a gym near their new flat. They search, glance at the map, check photos and reviews, open two or three websites and book whichever one makes it easiest.

Google still dominates that moment: Ofcom found Google Search is used by 82% of UK adults. AI assistants are catching up fast, with ChatGPT receiving 1.8 billion UK visits in the first eight months of 2025, against 368 million in the same months of 2024 (source). People now ask those assistants for "a quiet Italian for a birthday" or "a gym with a women-only area", and the answer depends on what your pages actually say.

That changes what your site is for. It has to answer specific questions in plain words: what you serve, who you suit, what it costs, when you are open and how to book. Atmosphere still matters, but a page of mood photos with no text gives Google and the assistants nothing to recommend.

Diners search by occasion, cuisine and timing: "Sunday lunch near me", "vegan brunch", "private dining room for 20". Give each of those its own page or clear section, with the menu as text that can be read on a phone, never only a PDF.

Allergens need thought. If you take orders online or by phone, the Food Standards Agency's guidance says allergen information must be available before the purchase is completed and again when the food is delivered, in writing or orally (source). Its best practice guidance asks businesses to cover all 14 allergens and to tell customers where to find the information if it is not on the main menu (source).

Hygiene ratings are a legal display requirement in Wales and Northern Ireland and voluntary in England, and Welsh takeaways must carry a bilingual statement on menu leaflets pointing customers to the ratings website (source).

Practical tip: food and drink businesses can add menu items and prices directly to their Google Business Profile with the menu editor (source). Keep it identical to the menu on your site.

Salon clients book a person as much as a service. They want to see each stylist or therapist, their specialisms and their work, then choose a time. A full price list, with "from" prices and how long each treatment takes, saves your team a lot of messages.

Make booking the obvious next step on every page. Your site can link to or embed the booking system you already run, and your Google Business Profile can carry up to ten "Book an appointment" links (source), so customers can book straight from the map.

Some treatments carry legal duties. In Wales, anyone performing tattooing (including semi-permanent make-up and microblading), body piercing, electrolysis or acupuncture needs a special procedure licence from their local authority, and the place where it is done needs an approval certificate (source). If you offer those services, say you are licensed and keep the wording accurate.

Practical tip: add a short aftercare and patch test page for colour and lash services. It answers questions before they reach the phone and shows care.

People comparing gyms want four answers fast: the price, the equipment, the class timetable and the opening hours. Put the membership options on one clear page, the timetable on another, and a photo tour of the floor where newcomers can see it.

Be careful with how prices appear. Since April 2025 the Digital Markets, Competition and Consumers Act has banned drip pricing, where an initial price grows as extra fees are added later in the buying process, and the CMA can now fine businesses up to 10% of global turnover for consumer law breaches (source). If you charge a joining fee or an admin fee, show it alongside the monthly price.

Search behaviour is local and specific: "24 hour gym", "reformer Pilates", "gym with a pool". A page for each class type or facility, written in your own words, gives you far more ways to be found than a single "Classes" page.

Practical tip: link the join button straight to your membership software's sign-up page, and test the whole journey on a phone before launch.

Personal training is a trust purchase. Prospects want to know who you work with best, how you train people, what it costs and whether you will be patient with them. A niche helps: post-natal fitness, strength for over-50s or marathon preparation each attract a different client, and each deserves its own page.

Show your qualifications plainly. CIMSPA's Personal Trainer Practitioner status, for example, requires evidence against the Personal Trainer professional standard and 10 points of continuing professional development each year to keep it (source). If you hold it, say so on your about page.

Client stories sell well, so keep them genuine. The same 2025 reforms put an explicit ban on posting or commissioning fake reviews (source). Use real clients' words with their permission, and get written consent for any before and after photos.

Practical tip: offer a free consultation form that asks about goals, experience and availability. It qualifies people before your first call.

• Matching details everywhere. Opening hours, address, phone and prices should agree across your site, Google Business Profile and booking platform. A mismatch costs bookings.
• Fast mobile pages. Most of your customers will see the site on a phone, often on mobile data.
• Real photography. Your food, your room, your chairs, your gym floor. Stock images make people wonder what you are hiding.
• Text the search engines can read. Menus, price lists and timetables as live text, so Google and AI assistants can quote them.
• A reason to come back. Events, seasonal menus, new classes and offers on their own pages, linked from your profile.

We work in four areas, and most hospitality and lifestyle clients start with the first.

• Website design: menus, price lists, timetables, team pages and booking buttons, written and built to be found, live in 30 days.
• SEO and AI search: local search, Google Business Profile set-up and pages that AI assistants can cite when someone asks for a recommendation.
• Online marketing: social media and content that keep events, new menus and offers in front of regulars.
• AI automation: handling routine enquiries such as private hire, group bookings and membership questions, with drafted replies and follow-up reminders for your team.

If budget is tight, put it into the website and your Google Business Profile first. Marketing and automation pay back far better once the pages customers land on answer their questions and make booking easy.

Three fixed packages, priced monthly + VAT over a 12-month term. Each goes live in 30 days.

All three cover design and build, copywriting, on-page SEO foundations, GA4 and Search Console, Google Business Profile set-up, hosting, SSL, security and backups. Ongoing Google Business Profile management costs £95 a month. Anything outside the packages is £95 an hour or part of a twelve-month Growth Partnership, scoped after a call.

Hospitality owners are busiest when everyone else is free, so we keep your time to a minimum. You talk to me, Rhodri, from start to finish. I've worked in websites and digital marketing for fifteen years, after starting out in sales, including on brands such as Vodafone, Sainsbury's, Airbus and LVMH in earlier roles.

Calls happen on Zoom at a time that suits your rota and are recorded, so a manager or head chef can catch up later. Clients near Cardiff can visit our Pontcanna office by arrangement; everyone else works with us remotely, anywhere in the UK.

• Who updates the menu or price list? You should be able to change a dish or a price yourself in minutes.
• Does it work with my booking system? A good designer links or embeds what you already use instead of pushing a new platform.
• What is the full monthly cost? Ask for hosting, support and term length in writing.
• Will AI assistants find me? Try our free Cited AI visibility check on your site, then ask what each provider would change.
• Can I see their results? Ask for enquiry or booking numbers from real clients, and an honest answer about which sectors they have and have not worked in.