Lauren helps bakers and cake business owners to reach more of the right customers (the ones who buy!) through your cake website and social media, all made simple. She’s the baker behind kneadtodough.net, where you’ll find tons of tips for your cake business, topped with a selection of yummy recipes too, and runs the Cake Business Boom online video course. Scroll down to see the special offer for Make Money With Cakes readers!
Whether you’ve joined the bakers already showing off their cake business
online, or are still on the fence and haven’t yet got a website, this post
is for you. Because, whatever stage you’re at, your cake website won’t be
as much help as you want if it isn’t getting you cake orders. That’s why
today we’re going to talk through the five surprisingly simple things your
cake website needs to sell cakes – hopefully lots of them!
If you want to come across as the best baker in your town and become the
go-to cake maker, you need to position yourself accordingly. A high
quality, professional looking website will help you do this, especially if
you have your own domain name (http://www.vanillapodbakery.com, for
What you put on your website matters though, and nowhere more so than your
website home page. This is often the first thing a potential customer will
see when they click through to your website, so it needs to pack a
persuasive punch that you’re the baker they want!
You can do this by making your niche – the type of cakes or bakers you
create – obvious from the outset. ‘Wedding cakes in Cheltenham’ is a great
starting point, but if your cakes are even more specialised – for example
with sugar craft, details, novelty modelling or flavours – then don’t be
afraid to showcase this too. Positioning your cake business clearly in
this way makes it easy for potential customers to see what you make,
sending those who wouldn’t find what they wanted away and helping your
target customers to feel like they’ve found just the baker for them.
Once a potential customer has realised that you make the type of cakes
they want, they might need more persuasion that they should trust you to
create their cake for them. This is especially true if they haven’t
encountered your cake business before or bought from you – you won’t yet
be familiar or have a relationship with this potential customer, so you
need to build trust and familiarity.
Adding a gallery of your cake portfolio is a great way to do this. Show
off the other cakes you’ve created in a dedicated cake gallery and on
different website pages. Your potential customers will then be able to see
for themselves that what you said on your homepage about the cakes you
make is true, so they become more likely to trust you with their own
Build on this positive perception of your cake business by sharing reviews
and testimonials of your previous customers. The people visiting your
website will have heard what you have to say and seen the cakes you have
put forward, but it’ll be easier for them to trust the reviews of others
than of yourself. Your potential customer can often relate to your
previous customers because they want to order a similar cake and their
voices will be more authentic as a result. Including testimonials from
others gives your cake business more credibility, making potential
customers more likely to buy from you.
Once you’ve primed your potential customers to want to buy a cake from you
by following the steps above, you need to make it easy for them to do just
that. Include your contact details clearly on a dedicated website page and
at the bottom of your home page too. Include a call to action to get in
touch for a quote or to place an order to prompt people into action. Make
sure you check your phone and emails regularly so you don’t miss out and
aim to respond to all enquiries promptly. Remember that they haven’t
necessarily committed to buying a cake from you yet, they’ve just
expressed interest, so you need be as reliable, professional and easy to
work with as possible to seal the deal.
A final thing you can add to your cake website to sell more cakes is to
add a photograph or, even better, a video of you. Ideally, get one taken
of you in the kitchen, in baking mode – although obviously with your
kitchen nice and tidy! This can be staged, rather than a real life action
shot to make sure you’re giving out a professional image. Images and
videos of you build that relationship with your potential customer even
further, because there’s a face to your business which can help to make it
appear more reliable. Videos convert even better than photos, so if you
can bear to pipe a swirl of buttercream for the camera, do it!
Some bakers add prices, either set or starting from, to their website.
This can help to weed out people who want to pay supermarket prices for
your custom cakes, but if your prices vary with each cake, it can be
easier to leave them off – it’s entirely up to you.
If you’ve found this post helpful, there’s plenty more action packed, step by step ideas and help inside Cake Business Boom. Join the bakers already reaching more customers with the online, self-paced video course at a special offer of £37 – that’s less than the value of many cake orders and gives you a £10 discount as a Make Money With Cakes visitor!
Liked this post catch up on Lauren’s other posts for Make Money With Cakes
- 5 Things That Could Be Holding Your Cake Business Back
- 3 Steps To Get Started Marketing Your Cakes on Facebook