I'm A Little Hot Crab

What wasn't working

A restaurant known for one dish sold by the pound has a pricing problem no menu photograph solves: the headline item has no single price, and the plates around it are unfamiliar enough that a first-time table does not know what to order. That combination produces the two failures this place was living with: people who never came because they could not work out what an evening would cost, and people who came and ordered badly. Everything that would have answered either question existed only as images on social media and inside a Google listing, which is to say nowhere a search or an assistant could reach it.

What we built

A site organised around the first visit. The fold is one plate, shot in the room rather than styled, with the street and the neighbourhood set above the name so the location question is answered before the scroll. Underneath, four dishes are set out as the first-time order: the signature crab pan priced per pound, the half-shell chilli crab, the cereal butter prawns and the prawn paste wings. Each carries its price, its description and any standing offer marked on the card, so Tuesdays and the before-six-thirty deal are part of the menu rather than a story that expired. A short story section states the house rule plainly: crab first, cracked and wok-fired, served in the pan it was cooked in, eaten with your hands. The reviews band pulls the Google rating and the review text onto the page with the reviewer and the date attached, and the visit section carries the address, the hours and the plaza parking that half those reviews mention.

How people find it

Somebody deciding where to eat in Scarborough tonight is searching for a dish, a cuisine and a neighbourhood at once, and increasingly asking an assistant to do it for them. A restaurant whose menu, prices and rating exist only as pictures is absent from every one of those answers, however good the pictures are.

• Dishes and prices as text, per pound included

  Every named plate carries its price and its description as content. That is what makes a search for cereal butter prawns or chilli crab near Scarborough resolve here, and what an assistant can quote when asked what a crab dinner costs in the east end. A price inside a photograph answers nobody.

• Offers on the card rather than in a post

  The Tuesday discount and the early three-plate deal live on the dish they apply to, so they stay true as long as they are true and come off when they are not. An offer announced in a feed is gone in a day and was never indexable to begin with.

• The Google rating and the reviews on the page

  The 4.6 and the review text are rendered as readable content with the reviewer and the date, attributed to the listing they came from rather than sealed inside a widget. Review text naming a dish in a named neighbourhood is the strongest evidence available in this category and the most quotable.

• Address, hours and parking as content

  Silver Star Blvd, the opening hours and the plaza parking are written out and kept in step with the Business Profile. For a single-location restaurant that agreement is most of the local ranking, and parking is a detail people genuinely search for in a plaza this size.