4 ways to get cake sales from your website
The success of a website is significantly affected by what is published on it. In other words, what people see when they click through to your website makes an enormous impact on what they do next, and how you rank in search engines depends on what you’ve posted and when you posted it.
As a cake business owner, your end goal is usually to get cake sales from your website, so you want people to find you, view your website, want to buy from you and then actually do it. Only then is your cake business website performing at its best.
There are a few ways you can improve your website – whether you’re just getting started or have had an online homepage up and running for years – and today I’m going to share four ways to get cake sales from your website with you to help you do just that.
Collect emails to sell to
How do you sell to someone you don’t know and have no contact details for? The answer: it would be pretty tricky if not impossible to do so. How do you get people’s names and contact details? By creating an email list for your cake business – I use MailChimp (free up to your first 2,000 subscribers) for Knead to Dough’s various email lists.
When people visit your website, you want them to give them to sign up to your email list, in other words to opt in. Simply having a pop up or sign up form in a clear position isn’t always enough to make this happen.
You need to give them something they want, for free, in exchange for joining your email list. This could be a discount code for their first order, a free batch of cookies with their first order, a downloadable guide to choosing a cake, or something relevant to your wedding niche – for example if you’re looking for wedding or wholesale clients. The trick is to create something they really want, and then make it easy for them to see the sign up form to get it.
Once you’ve got people on your email list, you can keep in touch regularly with them and let them know when you’ve got availability, any huge success stories and special offers or events going on to encourage more sales.
Videos for conversions
Did you know that on average videos tend to convert into sales better than words on a page? This doesn’t have to be scary or involve you getting in front of the camera, although if you can bear to be brave enough and show your face even better – you’ll be making yourself and your cake business more human and more relatable. Introduce yourself, your business and your strengths. If you can, get a happy customer to share a video testimonial. If you don’t want to be on camera, why not prop a camera up while you decorate a batch of cupcakes? Show off your skills and you’ll still help convince people that your cakes are great.
Embed the video onto your website, ideally on your homepage where more people will be able to see it. Showing what you can do through video, which feels more realistic than photos which could hide all manner of mess in the making of the cake, builds trust and gives you another way to get cake sales from your website by convincing potential customers that your cakes are reliably good and you really do have the skills to do the job.
Showcase your work
Your website is like your online shopfront, in place of a high street bakery, so use it to showcase your cakes! Make sure you have on-brand, high quality photos of your cakes on your homepage and in a cake image gallery for visitors to your website to flick through. If they can see your designs match up with their ideas, they’re much more likely to get in touch and place an order with you than if they’re relying on your words alone.
Search engines like Google privilege websites that are regularly updated. Help Google to understand that you are very much open for business by sharing new content regularly through blog posts. Ideas of what to share include testimonials, success stories, news from the kitchen and cake designs, all of which could help persuade a visitor to your website to trust (and hopefully love) your cakes – making them much more likely to buy one of them!
These four ways to get more cake sales from your website are just the tip of the iceberg, and there’s a lot more that you can do to improve it even further with clever branding and online ordering options – but starting here will set you off on the right foot.