We’re just finishing off a bit of a site freshen up for a cakes Brisbane business called Cat’s Creative Cakes.
Cat specialises in wedding cakes in Brisbane, birthday cakes in Brisbane and much more.
Gorgeous mermaid cake
We’ve added a whole range of improvements to the site to increase it’s chances of success.
We pretty radically altered the copy on the web site, changing it to a friendlier and 1st person style.
Just before launching the fresh site today Cat asked me:
“….should it say somewhere that I am a fully licensed home based business – not just someone cooking cakes from home?”
My answer to that was this:
“Do you see it as a reason people select you to make them a cake?”
(Because I didn’t. How does being fully licensed make any difference to my cake?)
Cat’s answer was exactly what should be on the web site rather than just a “I am fully licensed.”
Now Here’s Some Choice Influences
This is what Cat told me (and it’s gold for her web site):
“There are many reasons why being a licensed business in the food industry is important .
Hygiene for one
- I have had to build a 2nd commercial kitchen in home, which has been approved by Health and Safety Department.
- I have had to provide regular pest management reports etc – the place has to be spotless
- I am subject to health checks to ensure my kitchen is maintained to the highest standards
Reliability too
- Are you sure an unlicensed person will be around in six months when that wedding cake you ordered and paid for is due?
- I guess as a licensed person I take more pride and am more focused on great service than an unlicensed person.
- I’ve made a huge financial commitment to my cakes and to have the business succeed I need to have delighted customers in terms of my cakes and my service.”
Now that’s what we were looking for!
Always Looking For Choice Influence
When we’re developing a site we’re always looking for that edge, that little bit of information that makes the visitor contact you.
Sometimes, like with Cat, it can be a simple question that really gets to the heart of the matter.
People Don’t Care About You
You see, people don’t give a hoot whether you are licensed or not. It means absolutely nothing to them.
What they do care about is what being licensed means to them:
- Cakes are better
- Cakes won’t make them or their guests sick
- Quality is implied (assured to an extent)
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