Building a Lead-Generation & Education Site for a Restaurant Consulting Firm

The Problem

Hospitality Purchasing Solutions is a restaurant consulting firm that helps independent operators reduce purchasing costs through group buying power. The business had no digital presence. All leads came through word of mouth and direct outreach from the President. They needed a site that clearly communicated their services and converted visitors into consultation requests.

My Approach

I started by interviewing the business owner to understand the sales conversation: what questions prospects ask, what objections come up, and what information closes deals. The site architecture mirrors this sales flow.

Content-first design: Rather than starting with visual design, I structured the content around the most common prospect questions: What do you do? How does it work? What does it cost? The FAQ section directly addresses objections (hidden fees, contract requirements, switching costs).

SEO foundation: Implemented JSON-LD schema markup for local business and service listings to establish search presence from day one. Structured data gives the site a head start on competing with established competitors.

Clear service hierarchy: The four core services (group purchasing, menu engineering, menu pricing, operations consulting) each get dedicated sections with specific outcomes and value propositions.

The Outcome

The site launched with a professional, content-focused design that accurately represents the business. It provides a credible digital presence for a company that previously relied entirely on offline relationships, and gives prospects a clear path to engage.

What I Learned

Small business websites are a good exercise in constraint. No budget for custom photography, no time for elaborate animations, no room for ambiguity. Every element has to earn its place by moving a prospect closer to picking up the phone.