AI Web Maker90-day online marketing plan
Sugarloft Cakes
Sugarloft Cakes will turn searches for birthday and wedding cakes into booked orders by putting the order form where buyers can find it, keeping it quick to fill in and backing it with photos of real cakes.
More online orders or bookings · Under 100 US dollars a month
Your three priorities
Put an order form at the centre of the website that asks for the date, the number of guests, the flavours and any allergies, so each message arrives ready to quote.
Show real finished cakes in daylight, grouped by occasion, on the website, on Instagram and in your Google Business Profile, because people choose a cake maker by looking at the cakes.
Fill the diary ahead of time by reaching the people who hear about events early: wedding venues, planners, party shops and customers who have ordered before.
What your customers search for
| Search on Google | Searches a month | Competition |
|---|---|---|
| “cupcakes near me” | 25K-130K | High |
| “cake delivery near me” | 25K-130K | High |
| “cake maker near me” | 7.5K-25K | Medium |
| “cakes to order” | 7.5K-25K | Medium |
| “birthday cakes near me” | 2.5K-7.5K | Medium |
| “wedding cake tasting” | 2.5K-7.5K | Medium |
| “custom birthday cake” | 250-750 | Low |
| “wedding cake maker” | 0-250 | Low |
Searches a month in United States, from Google's own search suggestions. Competition is how hard page 1 of Google is for that search.
Your customers
Parents and relatives planning a birthday
What they need: A cake that fits the theme, the guest list and any allergies, ordered with a clear price and a date they can trust.
Where they look: Google searches such as birthday cakes near me, local parent groups on Facebook and photos shared by other parents.
Couples planning a wedding
What they need: A cake that suits the day and the venue, with a tasting to try flavours and a baker who will deliver and set it up.
Where they look: Searches for wedding cake maker, venue supplier lists, Pinterest and Instagram.
Colleagues and friends ordering for a celebration
What they need: A box of cupcakes or a sheet cake for a leaving party or a milestone, collected or delivered on time.
Where they look: Google searches for cakes to order, local business groups and word of mouth.
Your channels, in order
Website and Google search Medium effort · Low cost
People search for the occasion and then judge the cakes, so a gallery and an order form turn a search into an order.
- Make one page for each occasion, such as birthday cakes, wedding cakes, cupcakes and cake delivery, each with photos, flavours and how to order.
- Put the order form on every page, asking for the date, the guests, the flavours and any allergies.
- Say how far ahead people should order and show which dates are still free.
Google Business Profile Low effort · Free
It puts the business on the map for cake maker near me searches and shows photos and reviews beside the contact details.
- Pick a cake shop or bakery category, list the areas you deliver to and add your cakes as services with photos.
- Post a new finished cake each week with a link to the order form.
- Message customers after collection with a link to leave a review.
Instagram Medium effort · Free
A finished cake is the most persuasive thing you sell, and Instagram turns each one into a small advert.
- Photograph every cake in daylight on a plain background, with a close-up of the decoration and a view of a cut slice.
- Post a short reel of a cake being decorated each week.
- Save Highlights for weddings, birthdays, cupcakes and how to order.
Facebook Medium effort · Low cost
Local parent groups and community pages are where people ask who makes cakes for a birthday.
- Open a page showing the area you serve, a gallery and a message button.
- Reply to cake requests in local groups that allow businesses, with a photo and a link to the order form.
- Place a small advert ahead of busy dates such as school holidays and the wedding season.
Wedding venues, planners and party shops Medium effort · Low cost
Venues and planners recommend the same cake makers again and again, and they meet couples long before any search begins.
- Send each venue near you a short profile, photos of your wedding cakes and an invitation to a tasting box.
- Ask to be added to their supplier list and leave cards with their coordinator.
- Leave cards and a photo book with local party shops and florists.
Email and past customers Low effort · Free
Someone who ordered one birthday cake will need another, and a reminder that arrives at the right moment brings the order back.
- Ask each customer, with permission, when their next celebration is and note it in your diary.
- Send a short message a few weeks before that date with a link to the order form.
What your website needs
- A home page headed custom cakes, with a gallery of recent cakes and a clear order form button.
- A birthday cakes page with sizes, flavours, how many each cake serves and how to order.
- A wedding cakes page with tiers, flavours, tastings and the steps from enquiry to delivery.
- A cupcakes and cake delivery page for boxes, offices and gifts, with the areas you deliver to.
- An order form page that asks for the date, the guests, the flavours, allergies and inspiration photos.
- A page on allergies and dietary requests that says what you can and cannot make.
- A reviews and gallery page showing real cakes grouped by occasion.
Your 90 days
Month 1: Open the order page
- Build the website around one page per occasion and an order form that asks for the date, the guests, the flavours and allergies.
- Add your service area, cake photos and the order link to the Google Business Profile.
- Photograph your strongest recent cakes in daylight and sort them by occasion.
- Set up the Instagram and Facebook accounts to match the business name, each linking to the order form.
- Order stickers for cake boxes that carry your name and website.
Month 2: Show the work
- Post one finished cake each week on Instagram, on Facebook and on the Google Business Profile, each with a link to the order form.
- Film a short reel of a cake being decorated and share it on both platforms.
- Message every recent customer with a review request and the link.
- Write to wedding venues and planners near you with your profile and photos.
- Make up a few tasting boxes and drop them off with the venues that reply.
Month 3: Fill the diary
- Check which dates are already booked and promote the weeks that are still free.
- Test a small Facebook advert for birthday cakes ahead of the next busy period, with a link to the order form.
- Send past customers a reminder before their next celebration.
- Follow up with the venues and planners who replied, and ask them to hold your cards and gallery.
- Note which pages and posts led to orders and repeat what worked.
Content ideas
- A cake from sketch to finished piece in one reelInstagram
- A slice cut open to show the layers of a new flavourInstagram
- A wedding cake delivered and set up at a venue, with the table afterFacebook
- A cupcake box styled for an office celebrationFacebook
- What is inside each sponge and filling, flavour by flavourWebsite
- How far ahead to order a birthday cake, and why dates fill upWebsite
- Dates still free this month, with a link to the order formGoogle Business Profile
- This week's finished cake with the occasion and the flavourGoogle Business Profile
Your budget
The numbers to watch
Order forms sent each week
Count the forms that arrive each week and note which page or post each one came from.
Enquiries that become booked orders
Compare the cakes booked with the enquiries received each month, and ask about the ones that did not book.
Weeks booked ahead
Look at the diary monthly and note how many weeks ahead you are booked.
Where enquiries came from
Add a how did you hear about us question to the order form and sort the answers into search, venue, friend and social media.
Reviews that include a photo
Count the new reviews each month and note how many show the cake.
How AI Web Maker runs this plan
Your website is where every channel sends people. On AI Web Maker it comes with the tools that do the work of this plan every week:
AI SEO Tool. Scores every page out of 100 and fixes each problem with a click, so your pages climb on Google for the searches in this plan.
AI Blog Writer. Writes and publishes articles about your business on a schedule, so new visitors keep finding you on Google.
AI Social Media Marketer. Writes and posts to Facebook, Instagram and more on a schedule, sending people to your site.
AI Chatbot. Answers your visitors day and night from your own information, and takes the details of people who want to talk.
Contacts and leads. Every sign-up, contact form and chat lead lands in one place, so no customer slips away.
AI Marketing Outreach. Finds businesses that need what you offer and drafts a personal email to each, sent from your own domain.