Key takeaways
As a pizzeria owner, it may come as no surprise to you that research shows pizza to be the most frequently ordered fast food in the United States. Which is great news for your bottom line!
But with so much competition to attract new and returning customers, how can you make your restaurant stand out? The answer is creating one of the best pizza websites available. To do that, you’ll need:
- SEO (Search Engine Optimization) for restaurants: High ranking in search results means more customers find your website and discover your amazing food.
- User Experience (UX): A user-friendly website makes it easy for customers to navigate, find what they're looking for and place their orders quickly.
- Menu Design: Mouthwatering photos and clear descriptions will have customers craving your pizzas before they even add them to their cart.
- Online Ordering: A seamless online ordering system is crucial for converting website visitors into paying customers.
Knowing the secrets to crafting a beautiful and profitable website makes all the difference when marketing your pizza. Here at Owner.com, we've helped hundreds of pizzerias like yours increase their direct online orders by an average of 270% in just 90 days.
Below, I’ve analyzed over 20 successful pizza websites and identified key features that drive sales. Dive into these real-world examples to see how they've mastered the art of the pizza website.
1. Brooklyn Pizza Uses SEO To Increase Visibility
Brooklyn Pizza bypassed traditional advertising with Search Engine Optimization (SEO), boosting their website's ranking in Google searches. This strategic move makes it easier for new customers to discover their site, leaving competitors in the dust.
Since researchers have found that pizza is the most searched-for food in worldwide online searches, prioritizing your pizzeria’s SEO is a win-win.
Knowing that many people in their Short Hills, New Jersey, area crave pizza, they incorporated the words "pizza Short Hills NJ" into the text on their website’s homepage and other key parts of the site. Thanks to this localized SEO strategy, Brooklyn Pizza appears at or near the top of the results when someone searches for those terms.
To take your restaurant’s SEO strategy even further, consider dedicated menu pages for your best-selling items. At Brooklyn Pizza, each menu item has the dish name in the title, a concise description, a photo with descriptive alt text and a popularity indicator.
2. Jet’s Pizza Builds Trust by Explaining Detroit-Style Pizza
Jet's Pizza might be famous for their deep-dish goodness, but their website proves they also understand the power of digital storytelling. As they reveal, they don't just sell pizza. They celebrate a culinary tradition.
They infuse their website with a sense of family and community. Sharing their origin story and core values humanizes the brand. They’re not just a corporation churning out pies. They’re a family tradition that ensures every pizza is made with passion.
Jet’s also takes the time to educate visitors about Detroit-style pizza, their unique characteristics and their place in the pizza pantheon. This knowledge base informs and excites — you're not just ordering a pizza, you're experiencing a Detroit legend.
The company also reveals their secret weapon: their famous "8-Corner Square." They builds trust and transparency by explaining the unique pan used to create their signature deep-dish crust. Customers appreciate knowing exactly what goes into their pizza, from the dough to the pan.
3. Dino’s Tomato Pie Became Legendary for Retro Humor
Dino's Tomato Pie takes a bold and unconventional approach that works. With dancing square pizza gifs, tongue-in-cheek billing as “The second-best pizzeria in Seattle,” and lots of brightly colored fonts, there’s a lot to take in. The old-school layout, with their retro Netscape vibe, is an instant conversation starter, sparking curiosity and making guests feel like they’re in on the joke.
For a truly memorable online experience, Dino’s leverages humor, nostalgia and design to reflect their brand identity. The playful pizza website design perfectly reflects Dino’s overall brand and the pizzeria’s casual, dive bar feel.
While the website is lighthearted and self-aware, it never overshadows the main attraction—the pizza—and the site’s true purpose—converting visitors to paying customers. Large buttons above the fold make the purchase process straightforward, highlighting the ease of ordering takeout or delivery.
4. Union Pizza Co. Tempts With Delicious Food Photography
Union Pizza Co. wastes no time grabbing your attention with their website. They do so with mouthwatering visuals, build trust with social proof and make ordering a breeze.
A carousel of high-quality photos showcases their most popular menu items. These aren't just simple snapshots. They're drool-worthy close-ups highlighting the homemade Italian classics Union Pizza Co. specializes in.
With an understanding that social proof is king in the online world, they strategically integrate detailed customer reviews directly onto their homepage. Seeing glowing testimonials from satisfied patrons adds a powerful layer of trust.
5. BASIC Bar/Pizza Employs Minimalism To Focus on Their Food
The owners of BASIC Bar/Pizza in San Diego have created a user-friendly website experience that reflects their brand identity — clean, simple and focused on good food and good times.
Their website is a visual extension of their brand. Clean lines, a minimalist aesthetic and a focus on high-quality photography create a sleek and sophisticated online experience. Landing on their website is like peeking into their bar and pizzeria.
BASIC Bar/Pizza also cleverly entices you to explore their offerings. Subtle calls to action and well-placed links guide you to dedicated pages for their menu, their calendar of drinking specials and even their catering services. It's a curated journey, ensuring you discover all they have to offer without feeling bombarded.
6. Punxsy Pizza Increases Conversions Through Banner Ads and Pop-Ups
Punxsy Pizza wants to do more than just sell pizzas. They're dedicated to building loyal customers. Their website reflects this focus, cleverly incentivizing visitors to sign up for their rewards program.
The Punxsy team understands that convenience is key. Signing up for their rewards program is a breeze, with a simple pop-up window collecting contact information. This clear and concise signup form minimizes clicks and gets visitors on their way to earning rewards on every purchase.
They also use a clear banner at the top of the homepage to promote the rewards program. They sweeten the deal with an enticing offer — a chance to win $500. It's a hard-to-resist opportunity that instantly captures people’s interest in signing up and becoming a Punxsy Pizza regular.
7. Hell Pizza Grabs Interest by Offering Freebies
Hell Pizza understands that value is a major consideration for pizza lovers. They use strategic incentives and transparent pricing to make ordering from them a financially savvy choice.
With an interactive dripping eyeball and a flying guillotine, the team behind the Hell Pizza website knows how to get your attention. But they take it even further by offering free food.
Customers can get a free order of their Hash Sticks with a purchase of $25 on Wednesdays. This instantly sweetens the deal and incentivizes them to place an order. Thankfully the food costs for potatoes, frying oil and salt are minimal, so it's also a small incentive that won’t hurt your restaurant’s profit margins.
Hell Pizza goes the extra mile by educating guests on additional ways to save money at their pizzeria. By openly showcasing their money-saving options, Hell Pizza builds trust with their customers. It shows they're confident in the quality of their pizzas and committed to offering a good deal.
8. Ottavio’s Italian Restaurant Uses Strategic Elements Above the Fold
Ottavio’s Italian Restaurant isn't just another pizzeria with a website. They understand the power of a first impression, which is critical for converting website visitors into paying customers.
Their site greets you with a high-quality photo of their delicious food, strategically placed "above the fold" — the part of the screen you see without scrolling. According to researchers at Nielsen, website visitors spend 57% of their visit on the content located at the top of the homepage.
But the top of Ottavio’s homepage goes beyond just the food. It also offers a glimpse into the story behind the restaurant, highlighting both its history and popularity.
They clearly let their website visitors know they use “our family’s recipes from Italy brought to Lakeside.” Learning that their recipes come from the old country makes it easy for guests to understand that Ottavio’s staff are experts at what they do. The inclusion of “Best Italian Food in Lakeside” provides an added quick indicator of their local popularity.
Incorporating these personal touches builds trust and makes visitors feel like they’re ordering from a friendly neighborhood establishment and not just another faceless restaurant chain. Consumers like to feel an emotional connection to the businesses they support, and telling your pizzeria’s story is a great way to do that online.
9. Razza Funnels Local Searches to Their Site Through SEO
Razza, a New Jersey pizzeria celebrated for their wood-fired pizza artistry, isn't just about delicious pizzas. Their website employs strategic SEO methods to ensure hungry pizza enthusiasts can discover their culinary creations.
Razza understands the importance of being seen in local searches. They incorporate location-specific keywords throughout their website content, including their city and state (“Jersey City, NJ”) in key places like page titles, meta descriptions and headers. This increases the chances of someone searching for "pizza in Jersey City" or "margherita pizza Jersey City" to find Razza at the top of search results.
Razza also goes beyond showcasing their pizzas. Their website includes a history of Razza’s passionate founder and a description of his new cookbook titled “The Joy of Pizza.” This content strategy positions Razza as more than just a pizzeria. It's a spot where dedication and passion meet culinary artistry, to the benefit of local customers.
10. Lou Malnati’s Uses CTAs To Make Ordering Easy
The Lou Malnati’s website prioritizes both building desire for their food and making the ordering process smooth. High-quality photos showcasing their deep-dish pizzas in all their cheesy glory greet visitors.
If you’ve already started drooling over their pizza, thankfully, they don't make you hunt for the "Start Online Order" button. Clear calls to action (CTAs) are strategically placed throughout the website, making it easy for hungry visitors to convert into paying customers. Other CTAs include “Earn Free Pizza!” and “Ship Lou Malnati’s Pizza Nationwide!”
11. Deen’s Provides Quick Access to Best-Selling Items
Deen’s is a Houston staple that specializes in both cheesesteaks and pizza. Their website is bright and colorful, filled with almost 40 images featured on their homepage alone.
To help guests understand which of their dishes are the most popular, Deen’s dedicates a section of their homepage to their “Best-Selling Menu Items.” It quickly answers one of the first questions potential customers have about a restaurant: “What’s good here?”
To capitalize on the inclusion of the best-selling items section, they added a visual nudge to “Order From Our Website” alongside it. They paired it with a brief education section, explaining the benefits for customers who order directly from their site.
Convincing customers to skip the delivery apps and purchase directly through you is great for your bottom line. Third-party food delivery services, like DoorDash and GrubHub, typically take a 15%-30% commission from your profits on each order. Direct sales through your own website allow you to keep all the profit for your business.
12. &pizza Simplified Its Site to Focus on Selling Seasonal Items
When new CEO Mike Burns took over &pizza in early 2024, he ushered in a new simplified website design that forces visitors to look at large close-up photos of some of the company’s most popular and unique items. The remaining pages on their site are informative and engaging but limited in number.
They reduced the sitemap to prioritize four main details: their loyalty program, menu, locations and nutritional facts. Linked in a smaller font are a few additional pages, such as a contact us page, job listings and fundraising information.
While a simplified website may not be right for your pizzeria, it’s an interesting strategy for a business with so many locations spread across five states and the District of Columbia.
13. Dominos Develops Innovative Ordering Methods To Make Customers’ Lives Easier
With the popularity of a major pizza chain like Domino's, it’s no surprise that they prioritize online ordering. Their website is built to make ordering your favorite pizza a breeze. From the moment you land on the homepage, clear calls to action and a user-friendly interface guide you towards your purchase.
To optimize user experience, they've created an entire digital ecosystem that caters to the modern pizza lover. You can customize your order, track your pizza in real-time with the Domino's Tracker and even order through various channels like voice assistants or social media. This innovative approach makes Domino's a leader in online pizza convenience.
14. Your Pie Educates on Its Loyalty Program To Build Long-term Customer Relationships
From images of their top-selling pizza to the glossiest hot honey BBQ wings you’ve ever seen, Your Pie’s website quickly shows visitors a glimpse of the wide variety of options available to them.
But just as important as the food options, the site also gives equal space to an education section that reveals the multiple benefits of joining their restaurant loyalty program and ordering from their site directly. They use simple icons and clear text to briefly illustrate how people can benefit from joining and becoming repeat customers.
A simple but effective “Join Now” CTA follows the education section, allowing Your Pie to collect the valuable contact information needed for future restaurant marketing.
15. Metro Pizza Uses Alt Text To Bring Food Pics to Life
The Metro Pizza website uses enticing food photos to whet the appetite and encourage online guests to place an order. High-quality photos reveal the variety and freshness of their pizzas.
The benefit of using those images is amplified by their use of alt text. Alternative text, commonly referred to as “alt text,” is a brief description added to images that appears when the image can't load or for screen readers used by visually impaired visitors.
By incorporating keywords like "pizza in Henderson NV," "Hawaiian pizza," and their other location names into the alt text of their food photos, Lou Malnati's increases their website's chances of appearing in relevant Google image searches. This is a smart SEO strategy that ensures potential customers searching for their pizza cravings can find Lou Malnati's tempting offerings.
Using alt text on your site’s images has the added benefit of making them compliant with the Americans with Disabilities Act (ADA). The alt text allows people with visual or cognitive disabilities to access and understand the content on your site — which opens up your potential customer base even further.
16. Pizzeria Mozza Stays True to Their Brand of Quality and Style
Pizzeria Mozza's website is an extension of its brand identity. Clean lines, a minimalist aesthetic and a focus on high-quality food photography featured in a slideshow above the fold create a sleek and sophisticated online experience. There's no clutter, no overwhelming menus — just an invitation to experience their take on "basic" pizza perfection.
In a continuation of their elegant brand established by their celebrity chef founders, Pizzeria Mozza avoids information overload with a minimalistic menu. The site’s simple organization feels like a curated journey that ensures you discover all they have to offer without feeling overwhelmed.
17. California Pizza Kitchen Answers Customer Questions Before They Even Ask
With almost 200 restaurants worldwide, California Pizza Kitchen (typically referred to as CPK) goes beyond just showcasing their menu on their website. When you click to open the site menu, you’ll discover multiple methods and suggestions for making a purchase.
CPK increases customer engagement with their products through options such as “New Menu Items,” “Grab & Grill,” “Gift Cards,” and a holiday-specific section targeting an upcoming holiday. When a holiday such as Father’s Day or Mother’s Day is around the corner, seeing a reminder of it on the CPK website may prompt you to pick up a gift card as an easy gift you can enjoy together.
In today's mobile-first world, CPK also ensures that their website and all of its features are optimized for all devices. Thanks to this user-friendly approach, easy navigation and clear calls to action are a top priority, whether browsing on a phone, tablet or computer.
18. Paulie Gee’s Short North Uses Charm and Transparency To Connect With Customers
Paulie Gee's Short North in Columbus, Ohio, isn't your average pizzeria. Because they feature pizzas with unique flavor combinations, many of them are presented with a touch of humor and a focus on the delicious ingredients. My favorite names were “Hellified Porkpie White” and “FIG-get About It.”
The site also features an educational FAQ section that answers the questions they hear from customers most often. Examples include “When are wait times the shortest?” and “Do you have vegan options?”
19. Uno Pizzeria & Grill Gives Customers Easy Access to Their Food
Uno Pizzeria & Grill’s website focuses on the food and making it easy for customers to access it. The menu buttons at the top of the page offer access to the restaurant’s menu, catering options, a restaurant location finder and even instructions on how to ship a pizza.
They also make their site stand out by using video instead of a hero image above the fold. We see a close-up video of the process of making one of their signature deep-dish pizzas and the mouth-watering results.
As the birthplace of Chicago-style deep-dish pizza, there’s also a brief but prominent history section where they acknowledge their legacy with the message, “We’re the guys that invented deep-dish. You’re welcome.”
20. Home Slice Pizza Stands Out as Part of the Local Community
The Home Slice Pizza website bursts with personality and quirky charm, making it a delightful online experience that stands out. Above the fold, you’ll find a video taken outside of the pizzeria with kooky local characters and families enjoying their delicious pies.
But the humor doesn't overshadow the main attraction — the pizza. High-quality photos showcase the mouthwatering decadence of their pies, with glistening pizza, fun interior shots and glimpses of behind the scenes.
As a New York-style pizzeria in Texas, they’ve also included an education section — with a dash of humor, of course — that provides a “quick lesson” about what is and isn’t in the same category.
21. Frank Pepe Pizzeria Combines History With Technology for Success
Considered one of the originators of the New Haven-style pizza, Frank Pepe’s uses a website steeped in their history. Black-and-white photos, both on the homepage and on their “Why We Make Pizza” page, show us Frank in his chef whites working in the pizzeria he lovingly created, adding a sense of authenticity as a local legend.
While the “Start Order” button is prominent and in multiple locations on the homepage, they’ve simplified ordering even further. You can now select one of their three best-selling pizzas and add it directly to your cart from the homepage.
Increase Your Customer Base With a Great Website
You and I know how competitive the world of pizza is. Having a website that stands out can be the difference between building your loyal customer base and getting stuck with a cold, leftover slice with no one to enjoy it. Taking time to create the best website for your restaurant can make a difference in your bottom line.
The websites we've explored showcase a variety of approaches, but they all share a commitment to easy online ordering, high-quality visuals and a celebration of what makes their pizza unique. Whether it's embracing quirky humor or honoring a rich heritage, these websites entice visitors to become engaged customers.
So, take inspiration from these pizza powerhouses and get started on making your own restaurant’s site one of the best pizza websites out there. Get a free demo of Owner.com’s restaurant website builder to discover how attainable that goal can be.
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Adam Guild is the CEO of Owner, a restaurant marketing platform that makes online growth easy for restaurants.
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