Writing an About Page for Your Bakery Website
Every page on your baking business website is a place to attract new cake orders, and the about page is a great opportunity to connect with your customers by giving them a chance to get to know you. It’s important that you don’t cram your website full of text and information as it can overwhelm potential customers and they may leave the website before they even see what you have on offer. However, you do want potential cake customers to get to know you, which is why it’s important to be selective and strategic about what you do share. The rest of your website will be selling your beautiful baking but on your about page, you’re going to sell yourself.
WHAT THE BUSINESS IS ALL ABOUT
The first paragraph should be a brief and succinct couple of sentences summing up what you offer and who you serve. Here you are trying to grab the attention of potential customers, telling them they are in the right place and have found the right baker for them.
TELL YOUR STORY
So, you don’t need to go back to your school days but take the reader on a journey from when you discovered your love and talent for baking and the journey you took to turn that into a business. This is a great way for people to understand how hard you’ve worked to get where you are and they will come to trust and respect you more when they know how you ended up where you are today. Think of this section as a bio, but with a little added sparkle. You’re explaining your journey in a way that’s relevant to your business and the service that you how provide.
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SHARE YOUR PASSION
Potential cake customers want to know they are buying from someone who really cakes about the product, so in this section you should talk about why you love what you do. Talk about why you love to bake in general, and why you picked the niche you bake in now. When people can feel your love and passion for what you do, it will become infectious and they will want to support you and buy from you!
TALK ABOUT YOUR TEAM
If there’s more than just you in the kitchen you need to share the love. Not only is this a great way to show your appreciation for your no-doubt awesome team, but it also show potential clients that it’s not just you putting together their order. This can add some credibility to your business, but by no means is it a negative if it’s just you in your kitchen from home, because wonderful things can come out of a home bakers kitchen! However, if you’re aiming at large orders, showing that you’ve got multiple people to deliver the end result can be helpful.
CALL TO ACTION
Now that the reader/potential customer has fallen in love with you and your business, you have to get them to take some action! Whether that’s signing up to your mailing list, scheduling a consultation, or placing an order, don’t forget to add at least one button on your about page directing the reader to take positive action.
You definitely want to include photos on your about page, ideally a picture of your beautiful face! It doesn’t have to be a professionally shot picture when you’re just getting started. A simple picture of you against an attractive background holding a cake would be perfect – and don’t forget to smile!
If you have a bakery, definitely include an image of the shop front and the interior. If you are lucky enough to have a photogenic home kitchen a photo of you at work would be perfect, or in reality it will be a staged photo to make it look as if you’re at work because if you’re anything like I was, I am not looking my most glamourous when I’m hard at work finishing orders!
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Some final notes are to not be afraid to show your personality on this page. Be mindful of using language that will appear to your target customer, but in a way that is distinctly YOU. You may not be the only baker in town, so you want to show off why someone would want to work with you over someone else.