The Point Restaurant

eCommerce, Featured, Restaurant Sites, Seafood

Status:
Online
Client:
PopMenu
Established:
2025
URL:
thepointrestaurantmarshfield.com
Location:
MA, USA
Project Scope:
UX/UI Design, Accessibility Strategy, OLO Integration, Local SEO

Project Overview

Navigating the Hidden Gem of Marshfield

The Point Restaurant is a beloved family-run staple located in the secluded Taylor Marina. While the waterfront views are stunning, the digital experience was stuck in 2016. The website was slow, non-responsive, and confusing, leaving first-time visitors struggling to find the physical location and older regulars struggling to read the menu on their phones.

The mission was to bridge the gap between a hidden physical gem and an accessible digital presence. We needed to solve the "wayfinding crisis" to stop the phone from ringing with direction questions, while simultaneously modernizing the revenue model by introducing Online Ordering and VIP marketing for the first time.

Challenges & Goals

The Challenges

Wayfinding Friction: Guests routinely got lost trying to find the marina, leading to a high volume of "How do I get there?" phone calls that tied up staff.

Accessibility Barriers: The legacy layout used small fonts and poor contrast, alienating the restaurant's core demographic of older diners.

Revenue Stagnation: The brand was missing out on modern revenue pillars, lacking both online ordering capabilities and a VIP marketing database.

The Goals

Senior-Centric UX: Implement high-contrast typography and large, clear Call-to-Action tiles to ensure usability for all age groups.

Operational Relief: Build a responsive "Directions Module" with one-tap maps to drastically reduce navigational support calls.

Search Authority: SEO-optimize content to rank for niche amenities like "dog-friendly patio" and "waterfront dining."

Strategy & Approach

Phase 1: Accessibility First

We adopted a "Senior-First" design philosophy. I selected Vollkorn SC for headings and Raleway for body copy, utilizing generous line heights and AAA contrast ratios. We simplified the navigation to four clear actions—Menu, Order, VIP, Contact—resulting in an immediate increase in mobile session duration.

Phase 2: The Wayfinding Solution

To solve the location issue, I built a custom Directions Module. This feature provides one-tap Google Maps integration alongside step-by-step written instructions, ensuring guests can find the marina without calling the host stand.

Phase 3: Revenue & Optimization

We integrated Popmenu Online Ordering and a 3-step VIP Signup form to capture data. Simultaneously, we overhauled the site performance using Cloudflare caching and image optimization, cutting load times from a sluggish 6.1s to a lightning-fast 1.9s.

Solutions Delivered

Area	Highlight
Wayfinding Logic	Built a responsive Directions module with embedded maps and high-contrast text to solve the "hidden location" problem.
Visual Design	Custom Popmenu theme using #3c6981 and #95c0db coastal tones with accessible typography stacks.
Commerce Engine	Integrated Popmenu Online Ordering for pickup and created a dedicated Merch funnel to drive ancillary revenue.
SEO Strategy	Optimized site content for "dog-friendly patio" and "seafood restaurant Marshfield," achieving #1 local rankings.
Performance	Implemented Cloudflare caching and advanced image optimization, achieving a sub-2-second page load time.