Butter Cakes Website Redesign

Full site redesignfrom structure to visuals

Ordering made simpleclear paths for pre-orders & custom

Local SEO readyhours, locations, schema

Meet Butter Cakes.

Butter Cakes is a boutique bakery best known for seasonal cakes and custom celebration orders. Most customers discover the brand through Instagram and Google Maps, then visit the website to decide what to buy and how to order.

The old site had charm, but the practical details that locals needed today’s flavours, lead times, pricing ranges, and pickup/delivery info were scattered across multiple pages. Stakeholders asked us to redesign the website end-to-end so it felt artisanal yet made purchasing quicker, especially on mobile.

The initial challenge.

Butter Cakes’ charm and word-of-mouth reputation weren’t translating into quick, confident orders on mobile. Shoppers arrived from Instagram or Maps looking for today’s flavours, lead times, pickup windows, delivery zones, and prices, but those essentials were scattered across multiple pages and stories. Pre-orders required too many taps to find the right cake and too many assumptions about size or portions, so even motivated customers hesitated or switched channels to ask basic questions. Custom cake enquiries mostly landed as open-ended DMs without event dates, servings, flavours, or reference images, which slowed quoting and forced staff into back-and-forth messages during peak hours.

Operationally, the site wasn’t set up to surface seasonal rotations and best-sellers in a stable, predictable way. Menu taxonomy blurred categories and specials, photography varied in aspect ratios, and key practical cues portion guidance, allergen notes, lead-time reminders were buried.

Benefits of Webdesing Service

From a discoverability standpoint, “near me” and branded searches often resolved to third-party listings because location, hours, and map links weren’t consistently visible or reinforced with structured data. Technically, heavy hero images and layout shift undermined the first seconds of the mobile experience, and analytics couldn’t answer simple funnel questions: which flavour grids people actually viewed, how many tapped “pre-order,” how many started vs submitted the custom form, or how frequently users preferred to call/WhatsApp instead of filling forms.

There were also timing and attribution gaps that affected planning: order cut-off times and varying lead times (e.g., intricate decorations vs standard cakes) weren’t shown where decisions happen, delivery partners’ windows weren’t clearly communicated, and WhatsApp conversations weren’t tied back to campaigns or posts. Instagram bio links and story swipe-ups lacked consistent UTMs, so weekend promos looked successful in likes but not in tracked orders, making it hard to staff correctly for demand spikes.

Our solutions.

We redesigned the information architecture around the two journeys that matter most: fast pre-orders and structured custom briefs. The homepage now front-loads practical information today’s flavours, best-sellers, and a concise “How to order” strip so visitors can move from arrival to action in one screen. Category pages were rebuilt with clear thumbnails, consistent photography, and immediately visible portion guidance, allergens, and price ranges.

The pre-order path emphasises fewer decisions and fewer fields; the Custom Cakes path uses a guided form that captures size, flavour, servings, date, theme, and reference images, issues an automatic acknowledgement with next-step timing, and routes the request into a dedicated inbox for reliable follow-up. A persistent header exposes Menu, Best-sellers, Custom Cakes, and Visit Us; location, hours, and a one-tap map link appear in both header and footer to support “near me” intent.

Under the hood, we optimised performance and search presentation so the site feels as polished as the brand.

Images are compressed and responsively served; non-critical scripts are deferred; containers are stabilised to minimise CLS. LocalBusiness and FAQ schema are implemented, meta titles are clarified, and NAP details are consistent to strengthen local relevance. Accessibility basics contrast, focus states, logical headings make the mobile journey readable and tap-friendly. Measurement moved from page views to outcomes: GA4 tracks menu views, add-to-cart/pre-order clicks, form starts and submits, and phone/WhatsApp taps, with thank-you states and source/medium preserved.

We also introduced practical ordering logic that reduces friction and errors: a date picker that respects lead-time rules, gentle reminders for cut-off times, optional slot selection where delivery windows apply, and spam-safe form protections (honeypot + rate limits). WhatsApp deep links carry prefilled context (cake, date, servings) so staff avoid re-asking basics, and Instagram link-in-bio uses templated UTMs so promos attribute cleanly.

Finally, light governance photo aspect guidelines, flavour naming conventions, and a weekly checklist for rotations keeps updates fast without breaking design. The result is an artisanal site that behaves like a high-performing storefront: fewer questions, faster decisions, cleaner handoffs, and more completed orders with less staff friction.

Faster paths from browse → pre-order → checkoutClearer custom-order briefs reduce back-and-forthLocal SEO foundations support “near me” discovery

Ready to make your bakery site both beautiful and useful? Talk to PaperCut Collective.