About Frank DeRossitt

Founder and CEO at Frosting. When I'm not working on Frosting, you can find me out on the Ozark trails hiking with my family.


Frosting Marketing Guidelines

We are so happy that you have chosen Frosting to help grow your bakery. Now that you are up and running, we want to provide you with some tools and tips to help you increase customer awareness, so your customers can start placing orders today!

Marketing buttons

One of the first steps your should take is to add a marketing button to your website that links to your Frosting store.  We built the buttons so you don’t have to.  You’ll need two things:  An image that you will use as the button and your Frosting store URL.

Store URL

Steps to find your Frosting Store URL:
  1.  Go to the Find a Bakery page.
  2.  Click on your bakery.
  3. Right-click on the URL in the Address bar and select ‘Copy’.

* Note: You can follow the steps above to create links to products as well.


Steps to download a button:
  1.  Right-click in the center of the button your want to use.
  2.  Select ‘Save Image As…’ and download the image to your computer.
  3. Upload the image to your website.
  4. Point the link to your Frosting Store or product listing by pasting the link you copied earlier.

Small - 32px height

Medium - 64px height

Large (Order Online) - 123px height

Large (Find us on) - 118px height

Long - 95px height

Large Box - 79px height

Square Button - 32px height


If you need help inserting the button on your website you can always reach out to us at Contact us

How to Write Effective Product Titles

Your Product Title is the most important text on your listing.  Why?  Because it’s the first text that a customer will read and it will be the headline on Google search results and Facebook posts. 

Key Lime Pie listing on Frosting
Google Result
Facebook Post

Best Practices to create Product Titles

Standardize your Product Titles

  • Less time spent coming up with new Product Titles
  • Customers can quickly identify the exact product they are looking for
  • Much more visually appealing Shop Page

Some product categories are more straightforward than others.  When it comes to creating a Product Title for a key lime pie ‘Key Lime Pie’ works fine.  Other categories like cakes and cookies can be more challenging, but you will be able to breeze through it if you have a standard and stick to it.

Below are some templates and examples to get you started. 


(1)Theme (2)Holiday or Occasion (3)Product Category – Size
(1)Elf on the Shelf (2)Christmas (3)Cake – 15 Servings
(1)Sprinkle Covered (2)Birthday (3)Cake – 20 Servings

Decorated Cookies

(1)Theme (2)Holiday or Occasion (3)Product Category
(1)Elegant (2)Baby Shower (3)Cookies
(1)#1 Teacher (2) Back to School (3)Cookie & Gift Card

You might not want to add a Size if you are going to allow customers to choose from different sizes and quantities.

Use focus keywords for your title

Simpler, focused titles are usually better.  So how would you put this into practice?  Think about the first sentence that a customer would say if they were ordering this item in person. 

It would probably sound something like this, “My daughter is graduating college, and I would like to order a Dr. Seuss themed graduation cake for the party.”

A simple Product Title for this cake could be: Dr. Seuss Graduation Cake

💥 Boom! Done! 👏

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The Ultimate Guide to Product Photography for Bakeries

This is the first article in a series on product photography for bakeries.  I will add a link to the next article at the bottom so you can easily follow along.

Product images are the anchor of your product pages and ultimately determine whether customers choose to purchase 🥳 (or not purchase 😢) your items.  You don’t have to have a professional quality camera or years of experience to take professional looking pictures.  All you need is a decent phone, a couple of extra hours to experiment, and a few inexpensive tools.

Why product photography is important

When it comes to fresh food like baked goods, customers shop with their eyes first.  The more visually appealing your items look, the more you will sell.  People can process visual information 60,000 times faster than text and 90% of the information that comes to our brains visual.  

🚀 Sales:  67% of customers rank image quality as “very important” when making a purchasing decision.

🤩 Brand:  Your product images help tell your brand story and are usually a customer’s first impression of you.

What is the goal?

To present polished, consistent, professional images that create an emotional connection with customers.

Guide Overview

We are breaking this guide into manageable topics:

  • Overview (You are here)
  • Tools & Equipment
  • Planning
  • Composition
  • Camera
  • Editing
  • Resources

6 Quick tips

Here are 6 quick tips to get you started.

  1. Natural light is better than artificial.  Try shooting next to a well lit window or outside on a cloudy day.
  2. Invest in a tripod for crisp, detailed shots.
  3. Use a reflector or white foam board to fill in shadows or add more light.
  4. Use a consistent angle for your main product image.
  5. Simple and uncluttered backgrounds will make your items stand out.
  6. Give your items some scale.  For cookies try holding one in your hand and for cakes try using a cake stand.

Frosting's Guidelines for product images

Our guidelines for product images can be found HERE.