Bakers must learn to treat cyberspace the same way as their retail shops, said Fran Greene during her seminar at ABE. Your websites must be as attractive, welcoming and informative as the retail area of your bakeries.

To promote wedding cakes effectively, she suggested bakers have a presence on several different sites, and promote effectively and efficiently. About 80 percent of marketing isn't working, but the problem is you often don't know what 20 percent is working, but websites are among the most effective marketing tools, she added. Customers need to see or hear your message at least seven times before it sinks in.

Websites should be branded in much the same way you brand your shop. Focus on the look and feel of the site by carefully selecting the colors and photos you use. Make sure the site is easy to navigate and you communicate your message quickly. “Make it pretty and they will come,” Greene said. Make each page design consistent as you navigate through the site. Most importantly, make sure all of your information is correct and up to date.

More than 80 percent of brides use the Internet to plan their weddings, so you want to have a web presence to ensure you are getting their business.