Forget fancy features and expensive add-ons. After building websites for dozens of UK pubs, we know exactly what makes the difference between a site that drives bookings and one that just sits there. Here are the five things that actually matter.
1. Mobile-First Design (Not Just Mobile-Friendly)
of people searching for pubs are on their phones
Not mobile-friendly - mobile-first. That means your site should be designed for phones and then adapted for desktop, not the other way around.
Mobile-First Essentials
- Text readable without zooming or pinching
- Buttons large enough to tap with a thumb
- Phone number tappable to call instantly
- Menu viewable without downloading anything
- Booking form easy to complete on a small screen
2. Tap-to-Call Phone Number
When someone finds your pub on their phone, they often want to call immediately - to book, ask about availability, or check you are open.
Phone Number Requirements
- Phone number visible in the header on every page
- Linked properly so tapping calls you
- Displayed in full (not hidden behind a button)
- Repeated in the footer and contact page
This sounds obvious, but you would be amazed how many pub websites hide the phone number or make it unclickable. Every extra tap is a customer who might give up.
3. Online Booking (That Actually Works)
Customers expect to book online, especially under-40s. If booking requires calling during busy service hours or waiting for someone to check emails, many will just go elsewhere.
Booking System Must-Haves
- Prominent placement (big button, visible from homepage)
- Works 24/7 without human intervention
- Confirms bookings instantly
- Works smoothly on mobile
- Does not require creating an account
Learn more in our guide on getting more pub bookings in 2026.
4. Your Menu Online (Not as a PDF)
Most customers check the menu before deciding where to eat. A proper HTML menu - not a PDF - loads fast, is easy to read on mobile, and helps your SEO.
PDF Problems
- Slow to download on mobile
- Requires zooming to read
- Google cannot index the content for SEO
- Hard to update (need to recreate the whole thing)
Your Online Menu Should Include
- Current food and drinks with prices
- Clear dietary information (V, VG, GF)
- Easy for you to update when things change
- Good quality food photos where possible
5. Local Keywords Throughout
Your website needs to tell Google where you are. Not just once on the contact page, but throughout the site. This is how you rank for searches like "pub in [your town]" and "Sunday lunch [your area]".
Include Your Location In
- Page titles (e.g. 'The Red Lion | Gastropub in Guildford')
- Headings (e.g. 'Award-winning food in Guildford town centre')
- First paragraph of your homepage
- Image alt text
- Footer of every page
What You Do Not Need (Yet)
Focus on the five essentials above before worrying about:
- Loyalty apps or reward systems
- Live chat or chatbots
- Complex e-commerce for merchandise
- Elaborate animations or effects
- Integration with every social platform
The Quick Test
Score your current website:
Self-Assessment
- Does it look good and work properly on mobile?
- Can someone tap your phone number to call?
- Can someone book a table online right now?
- Can someone read your menu without downloading a PDF?
- Does your town/area name appear on the homepage?
You're doing better than most. Anything less? You know where to focus.
Need Help Getting There?
We build pub websites with all five essentials built in, optimised for your local area and designed to convert visitors into customers.
See our website design service