The challenge.
After years of creating and delivering delicious cakes, cookies and cupcakes it was time for Not Just Cake Custom Sweets to branch out and create a website, needing a platform that would make the ordering process easier for customers and Not Just Cake staff.
That’s when Not Just Cake owner, Ellice Hutchinson, turned to Sky High Digital for help. She knew that creating a website would be a difficult process, especially while running her busy baking business. So, instead of pursuing the DIY route, she turned to web design professionals to help bring her website vision to life.
It was great to meet up with Ellice and learn all about the fabulous desserts she makes each week, and we quickly decided on website solution that would best suit her needs: a custom Shopify website. This solution would quickly streamline her ordering process, giving her customers access to the options they need for each of the delicious products Not Just Cake makes each week.
Our approach.
First, to create this Shopify website, we had to build an understanding of what products Not Just Cake was looking to sell and what their customers typically ask for as they go through the ordering process. After talking with Ellice and developing a digital strategy for the website, we created a number of unique, individual product types to target specific search keywords, while also creating custom cookie, cupcake and cake options so her customers would be able to order exactly what they wanted.
With that product structure defined it was time to visually design the site, implementing Not Just Cake’s existing business branding and colour schemes into the Shopify website builder. The cupcakes, cookies and cakes that Ellice design are fun, warm and playful, and we used fonts, colour schemes and design choices that emulate those feelings across the entire site. Of equal importance to the visual design is creating a website structure that converts traffic into customers, with design elements that funnel those who visit website to the right product pages or custom order form.
Another important task when designing websites is conducting an initial search engine optimisation (SEO) process. At Sky High Digital, this starts by thoroughly researching important keywords that the business is looking to target and that potential customers are using when seeking out similar products in Not Just Cake’s industry.
After those keywords have been identified we implement them throughout the entire site, from pages headings to meta-data and product descriptions, helping Google to identify the key phrases we are targeting on the site so that potential clients can find exactly what they are looking for. For Not Just Cake, we also established a Google Business Profile complete with branding, product categories and contact links. This will ensure that any location-based searches within the business’ delivery area will trigger a listing for Not Just Cake Custom Sweets.
Finally, to compliment the new Not Just Cake website and existing social media marketing, we setup a new email marketing platform for Ellice’s business, allowing her and her team to target existing customers with holiday-themed campaigns, re-engagement emails and automated messages for viewed items and cart abandonment. Being able to directly engage with clients, coupled with Ellice’s personal cheer and positive energy, will be critical for her business, giving her customer’s personalised content that also gives them great ideas for gift giving during those special occasions that the Not Just Cake brand is so well-known for.
Highlights.
Client feedback.
