Website Copy for a Restaurant

Husband-and-wife team Jessica and Paul Urban own Block 16, a farm-to-table restaurant in Omaha, Nebraska.

They opened their business in 2010 and have been steadily growing a reputation for innovative daily specials along with a huge fan base (including Food Network personality, Alton Brown). Recently they updated their website, including the copy.

Block 16 dishes out fast-casual food with equal hits of high cuisine and straight-up comfort. They pride themselves on the quality of their ingredients and the creativity of their offerings. The strategy behind the copy was to put that dedication to quality and creativity front and center, beginning with Jessica and Paul.

Copy was created based on interviews with Jessica and Paul, a review of their menu, a survey of their local competitors, and — as an example of my dedication to research — many, many hours sampling their culinary creations.

What’s more fun than crafting descriptions of amazingly creative food entrees?! Okay, eating them may possibly be more fun but still, the writing part is a close second.

Capturing Jessica and Paul’s sensibility was crucial. Block 16 is them – in restaurant and food form – so the language had to be right on.

The next time you’re in Omaha make your way to Block 16 and be sure to tell them I sent you!