From zero online presence to Google rankings, day-one customers, and a website that finally explains what chimney cakes are. A brand-new Baltimore bakery needed a website before opening day — no photos, no content, and a product most people had never heard of. I built their site from scratch: creating the IA, writing SEO-optimized copy, shooting 30+ product photos, and designing a warm, heritage-inspired website that educated customers, drove orders, and got them found on Google immediately.
Role:
Web Designer
Industry:
Food & Hospitality
Duration:
3 Months
Challenges
Starting from zero: No website, no online footprint, no visuals, and no existing customer awareness.
Unfamiliar product: Most locals didn’t know what a chimney cake was. Education had to happen before selling.
Needed fast conversions: Their goal was to take orders immediately after opening.
Visibility: They needed to rank for “chimney cakes Baltimore” ASAP, without paying for ads.
My Approach
01 — Discovery
Researched Baltimore bakeries and identified an opportunity to stand out through warmth and heritage.
Learned that education had to come first for customers who had never heard of chimney cakes.
02 — Information Architecture & Strategy
Created a simple, intuitive structure: Home → Menu → Story → Order / Catering
Prioritized education (“What’s a Chimney Cake?”) as a high-traffic landing section.
Designed multiple conversion pathways for ordering, catering, and visiting the shop.
03 — Photography & Brand Design
Shot 30+ original product images using a camera, iPhone, softbox lighting, and brand-aligned table setups.
Styled chimney cakes in warm, inviting scenes to match the owner’s story.
Built a visual identity that makes an unfamiliar pastry feel approachable and delicious.
04 — Content & SEO
Conducted keyword research (e.g., “chimney cakes Baltimore,” “Hungarian bakery”).
Wrote SEO-friendly descriptions, headlines, and metadata that answer Google’s questions and customer questions.
Created a full “What’s a Chimney Cake?” section that quickly ranked.
05 — Development & Launch
Built the website on Shift4’s Lighthouse website builder, working within the platform’s limitations to create a custom-feeling, high-converting experience.
Fully responsive layout and accessible structure.
Connected custom URLs and configured domain settings for a smooth launch.
Set up technical SEO (metadata, alt text, page structure, page speed).
Launched the site during grand opening week.
Results
1,925 site visitors in the first month — with $0 on ads
19 minutes 42 seconds average time on site (customers read everything)
252 clicks on “Order Online” within weeks
Ranked #2 on Google for “chimney cakes Baltimore” shortly after launch
Future Plans
Catering inquiry forms for high-value events
Seasonal menu highlights to drive return visits
Blog content for long-term SEO growth
Conclusion
Through thoughtful IA, original photography, warm branding, and targeted SEO, I turned an unfamiliar product and a blank digital slate into a discoverable, high-engagement storefront that brings customers in.
When design, content, and search visibility work together, a website becomes more than a menu: it becomes the most convincing version of your business.
