Kipling's Bakery website case study
Worth Pulling Over For
The result
By Peter Anastasopoulos, founder of MP Launch · Published 13 October 2026 · Google data to 10 October 2026, visit data to 12 October 2026
Kipling's Bakery's clicks from Google went from 62 to 141 between two equal 28-day periods (11 July to 7 August 2026, then 13 September to 10 October 2026), and in the latest period its website averaged position 2.2 for “port wakefield bakery”, a search Google showed it for 907 times.
We got the bakery's own .com.au address back and launched its website on 17 June 2026, built around its own photos, menu and catering form, then added a guide for travellers in July. Visitors tapped for directions 44 times between 20 July and 12 October 2026.
- Clicks from Google
- 62 → 14111 Jul to 7 Aug, then 13 Sep to 10 Oct 2026
- Average position for “port wakefield bakery”
- 2.2Shown 907 times in the latest 28 days
- Taps for directions on the website
- 4420 July to 12 October 2026
- Business
- Highway 1 bakery and cafe
- Where
- Port Wakefield, SA
- Website live since
- 17 June 2026
- Age on 13 October 2026
- 118 days
- Google data
- 11 July to 10 October 2026
- Visit data
- 20 July to 12 October 2026
Where the business started
- No working website. The bakery's own .com.au address had sat unused for years with a former marketing agency.
- Two weeks after launch (2 July 2026), a Google search for the bakery's name still showed a copycat page and listing sites, not the new website.
What MP Launch changed
- June 2026Got the bakery's .com.au address back from the old agency's registrar.
- 17 June 2026Launched a five-page website built around their own photos: the menu, their story, catering and how to find them, with their Google rating on show.
- 20 July 2026Gave Google a full map of the site and their menu in a form it can read (35 items), and added a guide for travellers, “Stopping at Port Wakefield”.
- 20 August 2026Catering enquiries started arriving as a text to the owner the moment they are sent.
What the numbers show
- Its average position across every search was 4.0 in the first period and 4.0 in the latest. The clicks grew because Google showed the site more often (2,363 times, then 3,817) and more of those showings turned into a click.
- For the bakery's own name, “kiplings bakery”, it averaged position 2.6 in the latest 28 days.
- Google Analytics recorded 44 taps for directions and 16 taps on the phone number between 20 July and 12 October 2026. For a bakery, Google's own map listing answers many searches directly, so the website sees only part of the interest, and walk-ins can't be counted at all.
- ChatGPT sent 7 visits, 3 of them to the “Stopping at Port Wakefield” guide.
| 11 Jul to 7 Aug | 13 Sep to 10 Oct | |
|---|---|---|
| Clicks from Google | 62 | 141 |
| Times shown in Google results | 2,363 | 3,817 |
| Average position (1 is the top) | 4.0 | 4.0 |
| Pages Google showed | 5 | 9 |
| Different searches Google named | 40 | 79 |
| Of those, not the business name, with an average position of 1 to 10 | 18 | 43 |
| Search | 11 Jul to 7 Aug | 13 Sep to 10 Oct | Clicks, latest |
|---|---|---|---|
| “port wakefield bakery” | 3.4 (661) | 2.2 (907) | 21 |
| “bakery port wakefield” | 3.5 (88) | 2.4 (107) | 7 |
| “port wakefield bakery menu” | 1.5 (45) | 1.2 (41) | 5 |
| “pie shop port wakefield” | not reported by Google | 2.0 (31) | 0 |
| “bakery near me port wakefield” | 4.0 (3) | 1.8 (26) | 0 |
| “catering port wakefield” | not reported by Google | 1.1 (22) | 0 |
| “port wakefield food” | 25.1 (18) | 7.2 (92) | 0 |
See the month-by-month figures
| Month | Clicks from Google | Clicks a day | Times shown in Google | Average position | Website visits | Visits from ChatGPT | Directions taps | Call taps |
|---|---|---|---|---|---|---|---|---|
| July 2026 (Google from 11 July, visits from 20 July) | 45 | 2.1 | 1,780 | 4.1 | 119 | 0 | 7 | 2 |
| August 2026 | 90 | 2.9 | 2,883 | 4.3 | 288 | 1 | 10 | 2 |
| September 2026 | 111 | 3.7 | 3,441 | 4.4 | 364 | 2 | 14 | 6 |
| October 2026 (Google to 10 October, visits to 12 October) | 62 | 6.2 | 1,771 | 3.8 | 218 | 4 | 13 | 6 |
What the client said
“Peter understood the type of image we were trying to project and applied it perfectly.”
How we measured this
Google figures come from the site's own Google Search Console and visit figures from its Google Analytics, both read on 13 October 2026. Search Console only holds this site's data from 11 July 2026, so the first weeks after launch are not in it, and the comparison uses two equal 28-day periods. A tap is a tap on a button, not a finished call, booking or visit. The numbers show what changed between the periods; they don't separate the website from other things, like the season or the business's own social media.
How we measured all four case studiesThe build, on every screen
Kipling's Bakery as it looks right now on a laptop, a tablet and a phone. Built mobile-first, then checked on desktop.
What we built
- A premium homepage built around their own photography — a craveable hero, the famous pies and the sweet cabinet — that lifts a much-loved highway bakery well above a templated food page
- A Google reviews section showing their real rating and review count, woven through the site, with a button asking happy customers to leave a review
- The full menu across pies, pasties, the sweet cabinet and quick bites — every item shown with their own photo
- An owner-led “Our Story” featuring Jacqui and the family, and the kitchen where everything is baked fresh on site
- A catering enquiry form aimed at local businesses, schools and tour groups passing through, landing straight in their inbox
- Recovered their long-held .com.au domain, connected it with SSL, and built the site for ‘bakery Port Wakefield’ and Highway 1 search
Why this launch matters
A highway bakery lives on being the stop people choose. Kipling's launched with a site as moreish as the food — real photos, their Google rating front and centre, and a menu that turns ‘where do we stop?’ into a pull-over. It gives a 30-year family institution a premium presence that works around the clock to bring travellers through the door.
Launch features
- Premium maroon-and-gold brand built around their real logo and photos
- Full menu — nine pies, the pasties range and the sweet cabinet
- Their Google star rating and review count woven through the site
- Owner-led “Our Story” featuring the Kipling family and the shopfront
- Catering enquiry form delivered straight to their inbox
- Local SEO for ‘bakery Port Wakefield’ + Highway 1 travellers, mobile-fast
Pages / flow delivered
- 1Home — hero, live reviews, the pies, the sweet cabinet, catering, visit
- 2Menu — What We Bake (pies, pasties, sweets, coffee & quick bites)
- 3Our Story — the Kipling family since 1993
- 4Catering — enquiry flow for businesses, schools and tour groups
- 5Visit — hours, map and directions on Highway 1
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