In a world that increasingly prioritises convenience, the majority of customer interactions take place online. Therefore, having a website for your coffee business, be it a roastery or cafe, can help boost brand awareness, sales, and customer reach.
Research shows more customers use digital channels to find product information, make payments, and interact with companies for after-sale services. Recent trends within the specialty coffee industry show consumers are also looking for more convenient ways to gain access to a wider variety of coffees.
Beyond this, coffee consumers want a deeper understanding of the roasting process and connections to origin. A website can inform them of coffee origin stories, offer several products or subscriptions, and provide them with a convenient payment method. Further, a strong online presence can help roasters increase revenue by offering additional coffee products, such as branded merchandise and brewing equipment.
To learn more about how a website can benefit your coffee business, I spoke with two professionals within the specialty sector.
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Sign upThe importance of a strong online presence
As of April 2023, research shows there were 5.18 billion internet users worldwide, which amounts to 64.6% of the global population. Of this total, 59.9% of the population were social media users.
Clearly, a strong online presence can help those in the specialty coffee community reach a wider audience. This, in turn, may directly translate into increased brand awareness and a boost in bottom-line revenues.
A website provides companies with a space to display products and convey the values and personality of the brand. It is also an essential tool in after-sale service, helping to establish long-term connections with customers.
It is important to note that even if a company does not conduct business online, customers will still expect to find some information about it. A professional, user-friendly website can give your brand credibility. Without one, consumers are likely to doubt the legitimacy of the business, as there is no information about the company or products.
An additional benefit to investing in a website is the reduced marketing costs. Instead of having to design, print, and distribute flyers or physical marketing materials, roasters and cafes can use social media platforms that link to the website.
Natalie Webb, the founder and executive director at Cafecita Coffee says she is amazed at the new connections the brand has made simply through its website.
“As a small business, Cafecita doesn’t have a marketing budget. This makes it even more important to have a website where potential customers can find us, learn about our mission and values, and see the coffees we offer. Almost every wholesale partner we have has approached us after finding us online,” she explains.
Why should your coffee business prioritise a website?
Luke Waite, the owner of Pomelo Coffee Consulting, says your website is likely to be the first brand element a buyer interacts with. “For coffee roasters, a website is a key part of the buying cycle for wholesale clients and home consumers. In fact, it’s one of the first pieces in the buying cycle.”
The buying cycle, also known as a purchase cycle, refers to the process a customer goes through when buying a product or service. It is important to note the exact buying cycle often differs between products and services. However, every customer is likely to go through the process of:
- Realising they have a problem or desire
- Considering their options
- Making a decision, and
- Purchasing a solution (or renewing, in the case of a subscription)
Each stage will require different strategies that compel customers to move on to the next. “Therefore, it is crucial to have a website that looks professional, functions well, and is an authentic representation of your brand.”
Today, brand authenticity is more important than ever. According to a survey by Cohn & Wolfe, 52% of people would recommend a brand they felt was authentic, while nine out of ten consumers would be willing to take action to reward brands for their authenticity.
For cafes, Luke stresses the importance of creating a cohesive experience for customers. “It’s important for cafes to create a brand experience online that correlates with what customers will experience in-person when visiting the establishment.”
What to consider
The homepage will be the first place your online visitors land. To catch their attention, it is worth using high-quality images and only including text that has a distinct purpose.
This text should either inform the consumers about the brand or direct them to a product. It is crucial you avoid overloading web pages with information. This can create clutter that potential customers will have no desire to sift through.
“It’s important to remember that the purpose of a website will differ between coffee roasters and cafes, as well as those who have physical locations versus those who don’t,” says Luke, who is also the owner of The Lev Co, a brand strategy and design agency.
“I would say one of the key aspects to consider is that your website should be fast, meaning it should load quickly. The second thing is to ensure the website displays accurate information.
“Third, your website should be easy to navigate. Customers should be able to find information quickly, such as where you are, when you’re open, and what you offer when you’re open.”
Coffee brands can use their websites to showcase what makes them unique, as well as educate potential customers about their products. More so, an efficient website can help roasters and cafes implement an advertising or social media strategy that is full of personality.
By posting images of your coffee bags, roasters can ensure their products are at the forefront of a consumer’s mind. The team at MTPak Coffee can help roasters and coffee shops reflect their brand personality on sustainable coffee packaging.
Our range of coffee packaging is 100% recyclable and made from renewable resources such as kraft paper and rice paper. Our line of coffee bags contains recyclable, biodegradable, and compostable options to boost your eco-friendly credentials.
Additionally, we are able to digitally print custom coffee bags to convey your brand’s personality. We offer a quick turnaround and shipping times, as well as low minimum order quantities (MOQs) no matter what packaging size or material is used.
