The Underground Cakery
Delicious Cake & Pastry
Project Snapshot
Client: The Underground Cakery
Industry: Bakery · Dessert Delivery · Custom Cakes
Engagement: Brand story, UX writing, website redesign, conversion flows, SEO optimization
Outcome: A conversion-first eCommerce site that showcases The Underground Cakery’s artisanal desserts with irresistible visuals, clear “Order Now” CTAs, and frictionless booking/contact options—designed to increase both instant dessert sales and custom cake orders.
The Challenge
The Underground Cakery already had a loyal following for its bold flavors and handcrafted cakes, but the digital experience wasn’t fully reflecting that same warmth and creativity. The challenge was to design a website that.
1: Transforms cravings into clicks – by pairing mouthwatering visuals with simple, persuasive call-to-actions.
2: Simplifies custom orders – making it easy for customers to request personalized cakes and desserts without friction.
3: Drives bookings and enquiries – through easy-access contact forms, clear order flows, and mobile-first navigation.
Our Approach -
Crafting a Sweet Experience
Our approach focused on translating the artisanal and bold character of The Underground Cakery into a digital experience. Every interaction was designed to feel warm, engaging, and easy to navigate, reflecting the brand’s dedication to handcrafted desserts. We emphasized clear product presentation, intuitive custom order flows, and strategic placement of easy-to-use contact forms and order buttons to ensure customers could connect and place orders effortlessly. High-quality visuals, combined with storytelling about signature creations, highlighted the uniqueness of each dessert. SEO strategies targeted dessert lovers and local audiences, enhancing discoverability and boosting online orders.
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The Outcome -
From Browsing to Bites
By merging visual appeal with seamless functionality, the website became more than just a digital menu—it turned into an engaging sales and engagement platform. Customers could explore products, place orders, and connect with the team quickly, resulting in higher order conversions, improved customer satisfaction, and stronger brand presence online.