If you’re building a website for your home bakery, then there are some key things that every baker should include. Too much information can be overwhelming and leave customers frustrated; not having enough can result in them going elsewhere because they are confused or may lack confidence in the business.
Also, as this article from GoDaddy states, use your website as an anchor for your marketing. Your website can be the hub on your online presence.
Your website should include your company name, your local area, and pictures and reviews of your work so that customers can see what they might be ordering. You should also include an “About” page and instructions on how to order so that you can convert leads into sales.
Your Company Name And Your Logo
The first thing that a customer visiting your home bakery website should see is your company’s name and logo, and this will remove any confusion about your business and professionally introduce you.
You want to make sure your name or logo appears on every page of your site. Make sure the colors and fonts reflect your brand and the feeling you want for your business. Aesthetics are as important online as in reality.
Take the time to make sure these look right and tie in with any other branding you may have (e.g., business cards).
Where You Are Located And If You Delivery
There are a lot of home bakeries, and you need to make it clear where you are and where you deliver. Or if you don’t offer delivery at all. You don’t want customers getting frustrated when trying to find out if they can get a cake delivered to X; this information should be easy to find.
If you have pickup requirements, this should appear alongside delivery information. If you are delivery only, make sure the site states this clearly and gives the customer information about the area you deliver within.
Customers shouldn’t have to dig around only to discover that you don’t deliver to them, so make this information easy to find and display before the customer starts filling in their details.
Photographs That Showcase Your Products
A picture is worth a thousand words, especially in this business. Some things can be described, but beautiful cakes, pastries, and cookies certainly can’t. Spend some time taking stunning pictures of your products, and then display these on your site.
These will likely be what persuades a customer to order (or not!) so give them the space and effort they deserve. Since customers can’t feel, taste, or smell your products, you need to maximize the effectiveness of your pictures.
You will probably want to upload these to a gallery with a plain background to make them stand out and avoid the page looking cluttered. Remember to update and refresh this gallery, especially when you have just created something new to be proud of.
However, don’t swamp your site with images. Several superb pictures are more powerful than a whole flood of images. Also, a webpage with too many large images can cause the site to load slowly, so you should limit the number, removing old photos when you want to update and add new ones.
Ordering Details Including Pricing
Customers like to have plenty of information about how to order. Remember, not everyone will be computer-savvy, so your instructions should be simple to follow. You might want to ask friends and family for input about whether they are clear.
You ought to cover information such as:
- What they can order
- How much notice do you require
- How much delivery will cost
- Information about allergens
- How to place an order
Posting your prices online can be a controversial topic. Some bakers prefer not to list prices, while others want to manage the expectations of potential customers upfront. I recommend you give a range or say prices start at $XX and go up from there depending on the intricacy of the order. That way, you don’t waste time with folks who don’t want to pay what you charge, but you have leeway to increase your base price depending on the specifics of the order.
Every home baker should have a straightforward ordering process on their website. Customers want to place orders quickly, so make it easy for them! Have you thought about what information customers need to find out more? Do they email you with specifics, or do people just call you,
You’ll likely think of a few more things, but those are the basics. Try to put yourself in your customers’ shoes and imagine what they would ask if they were on your website. Answer these questions before they are asked, and you’ll get more customers who are keen to buy because they understand everything they need to!
How To Find You On Social Media
You probably already have social media pages, and if you don’t, you should consider your presence on a platform.
Your social media information should be available on your home bakery website so that people can find your Facebook, Twitter, Instagram, etc. Make the most of these platforms to gain a following and promote your work. You can add many more pictures to hook in potential customers.
Be careful; you don’t need to be on every platform, especially if you are just starting. You should think about your customer and what platform you are likely to find them on.
Use your site to bounce people to your social media, and vice versa!
An “About” Page
One of the best things about home bakeries is the people behind them. Many people use home bakeries because they want the personal touch or want to support a local small business, and that’s why the “About” page is crucial.
This page should have a photograph of you so that your customers get a sense of who you are and can put a face to the business. An “About” page makes your business far more personable and engaging and helps establish a connection with customers.
Your page can also cover other information, such as how you got into baking or why you love it. Talk about family recipes, your first interest in baking, or why you do it. Let your personality shine through.
Providing background will help establish a connection with customers that might otherwise not exist. Unlike bricks and mortar bakeries, you can’t chat with customers and get to know them, so use your site for this by building a profile about yourself and letting customers understand who you are.
Ordering And Delivery Policies
Although you will cover some of your ordering policies in the “ordering details” section, you may wish to have a page that lays out your policies in one place. Describe what promises you make and what your customers are entitled to if something goes wrong.
You may wish to outline a cancellation policy, as well as a refund policy, with any stipulations (e.g., “must provide photos of damaged product”) laid out. Defining and posting your policies makes it easier to prevent customer disputes or misunderstandings.
If you require payment in advance, a policy I highly recommend, clearly state it here.
You should also share your delivery policy. What happens if something goes wrong? Who is responsible? Describe this so customers can have peace of mind knowing their order will arrive safely with someone ready to help them solve any problems.
You should have a testimonials section on your website. Positive comments from past clients, also known as social proof, are great ways to assure potential customers that you can provide an incredible experience.
You can read my blog post How to Ask Customers for Reviews and Testimonials to learn more about communicating with customers about testimonials and reviews.
Try to get testimonials from a range of different customers. For example, if you provide wedding cakes and birthday cakes, have testimonials from both kinds of customers to prove your versatility as a baker.
Your home bakery business will benefit from having a professional-looking website found in search engines like Google that has helpful information prospective customers may want. You can have a successful home bakery website by following all the tips above.