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Promotion of Bakeries – we share how we promoted a bakery with home delivery of baked goods

We were faced with tasks aimed at the comprehensive promotion of a bakery with home delivery of baked goods. The main goals of the project included:

Search engine optimization
We focused on optimizing the website for search engines to increase its visibility and attract targeted traffic.
Improving the website’s ranking on Google for key queries
Our team conducted a deep analysis of the website’s current rankings and developed a strategy to improve its ranking for high- and medium-frequency queries.
Increasing conversions and delivery requests
We optimized the user experience and implemented changes aimed at increasing the number of orders through the website.
Adding new key phrases for promotion based on medium-frequency queries
We expanded the semantic core by including additional queries that helped attract a new audience.

Order Service

Results

Thanks to a comprehensive approach and detailed work on each task, we achieved impressive results:

800% traffic growth
By optimizing the website and promoting it through key queries, we significantly increased the number of visitors.
Improved website rankings on Google
The website reached the top of search results for main queries, leading to increased organic traffic and brand recognition.
Increased number of orders
Improving the user experience and optimizing website processes led to higher conversions and more delivery requests.

Initial Traffic Metrics

When we started the project, the traffic situation was critical. The bakery’s website with home delivery of baked goods attracted only 30 visitors per day. Such numbers could not generate profit for the client, and we immediately realized that a radical change in approach was necessary.

First Steps: Analysis and Expanding Website Capabilities

Demand and keyword analysis
We began with a deep analysis of search demand and identified key entry points. It turned out that the website was too narrow: it only had a homepage, a few basic categories, and products without detailed descriptions. This limited the potential for attracting traffic.
Expanding the website structure
To address this, we completely reworked the website structure:
- Divided all pies into categories by fillings (e.g., meat, vegetable, sweet).
- Created separate pages for each category with unique content.
- Added subcategories for more detailed query coverage.
Optimization for fast indexing
To ensure new pages were quickly indexed by search engines, we took the following steps:
- Wrote unique Title, Description, and H1 for each page.
- Added SEO texts at the bottom of category listings.
- Submitted each page and product for forced reindexing in search engines.
Improving commercial factors
We refined key elements that influence conversion:
- Added prominent «Buy», «Order», and «Add to Cart» buttons.
- Optimized product cards by adding detailed descriptions, photos, and reviews.
- Simplified the ordering process, making it as user-friendly as possible.

Results

Thanks to these changes, we achieved significant traffic growth:

+300% weekly traffic growth in the first weeks after implementing the changes.
The website started attracting new users through medium- and low-frequency queries.
Behavioral factors improved, positively impacting rankings.

This stage of work demonstrated the importance of starting with analysis and expanding website capabilities. Even a small but properly optimized resource can become a powerful tool for attracting customers.

Basic On-Page Optimization

One of the key stages in promoting the bakery’s website with home delivery of baked goods was basic On-page optimization. We conducted a series of tasks to improve the website’s internal factors and make it more attractive to both users and search engines.

What was done:

Optimization of Title, Description, and H1
- We carefully worked on meta tags for all products, categories, and sections.
- Each Title and Description was written with key queries in mind and was unique to its page.
- H1 headings were optimized to improve structure and readability.
Image optimization
- We sent the client for a professional photoshoot to obtain unique and high-quality product images.
- All photos were converted to the modern WebP format to speed up page loading.
- We added ALT attributes to each image to improve indexing and accessibility.
Page load speed optimization
- We audited the website’s speed and resolved major issues: compressed images, minimized CSS and JS files, and configured caching.
- Implemented lazy loading for images to speed up page rendering.
Technical optimization
- Cleaned the code of unnecessary elements and duplicates.
- Added microdata (Schema.org) to improve the website’s appearance in search results.
- Configured robots.txt and sitemap.xml files for proper page indexing.
- Checked and resolved all code errors that could affect rankings.
Redirect setup
- Audited all links and set up proper 301 redirects to eliminate broken links and duplicate pages.
- Ensured all old URLs redirected to relevant pages to avoid losing traffic.

Results

Thanks to basic On-page optimization, we significantly improved the website’s technical condition:

Sped up page loading, positively impacting behavioral factors.
Improved website indexing by search engines.
Increased website visibility in search results through optimized meta tags and microdata.

This stage was a crucial step toward increasing traffic and improving website rankings. Basic optimization is the foundation without which long-term promotion results are impossible.

Convenience, Design, and Mobile Version

For the bakery’s website with home delivery of baked goods, convenience and speed became key priorities. We understood that users ordering food want quick results without unnecessary effort. Therefore, we focused on creating an intuitive interface, attractive design, and a fully adaptive mobile version.

What was done:

Convenience and simplicity
- Simplified the ordering process, reducing the number of steps to a minimum.
- Added clear prompts and interactive elements (e.g., one-click delivery time selection).
- Implemented a quick order feature via the «Order in 1 Click» button.
Attractive design
- Redesigned the website’s visual elements, focusing on appetizing photos of baked goods.
- Used warm and inviting colors associated with coziness and a homely atmosphere.
- Added animations and hover effects to make the website interaction more enjoyable.
Mobile version
- Since most users access the website from mobile devices, we paid special attention to the adaptive version.
- Simplified navigation for mobile devices, making the menu compact and user-friendly.
- Optimized all elements (buttons, forms, images) for correct display on screens of any size.
- Sped up page loading on mobile devices to prevent users from losing interest due to long wait times.
Transparency and trust
- Added a section with detailed delivery information: timelines, costs, delivery zones.
- Implemented a block with real customer reviews to increase brand trust.
- Created an FAQ page answering the most common user questions.

Results

Thanks to these changes, the website became not only beautiful but also highly convenient for users:

Increased time spent on the website, as users could easily find the information they needed.
Higher conversion rates, as the ordering process became quick and intuitive.
Improved behavioral factors, positively impacting search engine rankings.

Focus on Mobile Version and Catalog Optimization

We understood that most of the traffic to the bakery’s website with home delivery of baked goods came from mobile devices. Therefore, our strategy focused on optimizing the mobile version of the catalog first, followed by product pages. This turned out to be a key point, as many users order directly from the catalog without visiting individual product pages.

Catalog optimization:
Only the most important elements were left in the catalog: name, brief description, appetizing image, price, quantity selection, and a «Buy» button. Additional parameters (ingredients, calories) overloaded the listing and were removed.

Abandoned cart issue:
After improving the catalog, we faced the problem of incomplete orders. To solve this:

Simplified the checkout process by adding quick ordering via social networks and messengers.
Implemented push notifications and email reminders for abandoned carts, offering discounts for completing the order.
Improved the cart page, making it mobile-friendly and adding recommendations.

Results:
After 1.5-2 months of observation, positive changes were noted:

Increased number of completed orders.
Reduced percentage of abandoned carts.
Users started ordering more frequently from the catalog.

These changes confirmed the effectiveness of the strategy, making the website more convenient and increasing conversions.

Project Summary: From Negative to Leadership

Our approach to promoting the bakery’s website with home delivery of baked goods was based on simple but effective steps. We avoided complicating the process and focused on what truly matters to users and search engines. As a result, we achieved impressive results:

Key Achievements

8x growth in commercial traffic
By optimizing the website structure, improving the mobile version, and working on content, we significantly increased targeted traffic.
Pulling the client out of the negative
When we started, the website was in a deep «negative»: low traffic, no orders, and poor search rankings. Our efforts not only fixed the situation but also took the project to a new level.
Top rankings for target queries
We secured leading positions on Google for key queries related to home delivery of baked goods. This was achieved through comprehensive SEO optimization, content work, and improving the website’s technical parameters.

Why Did It Work?

We took simple steps but executed them correctly.
Each stage of work was carefully planned: from basic optimization to improving user experience.
We focused on the mobile audience.
Understanding that most traffic comes from mobile devices, we prioritized convenience and loading speed.
We tested and analyzed.
Every change was implemented based on analytics data, and results were closely monitored.

This project became a great example of how a systematic approach and attention to detail can lead to significant results. We didn’t just increase traffic and improve rankings — we helped the client build a sustainable business that generates profit and delights its customers.

Most importantly, we proved that even in a competitive niche, success is achievable with the right strategy and consistent effort.

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