Baking it Down with Sugar Cookie Marketing 🍪

Episode 228: Getting Unstuck from the Web...Sites
Hosts: Heather and Corrie Miracle
Date: September 9, 2025

Episode Overview

In this episode, Heather and Corrie Miracle tackle a timely crisis affecting bakers and small food entrepreneurs: the sudden shutdown of the Cast Iron website platform. Using this as a launching point, they “bake down” everything about choosing, transitioning, and thriving with website hosts, especially when the online tools you depend on suddenly disappear. The sisters provide practical guidance for those scrambling to migrate off a platform, compare popular website solutions in the baking world, and share actionable tips for future-proofing your bakery's online presence.

As always, their discussion is packed with warmth, humor, and real business advice for bakers of all tech comfort levels.

Key Discussion Points & Insights

1. Remote Podcast Format and Energy Check-in

• The episode opens with some light banter about recording remotely—a first for “Baking it Down”—and how it relates to bringing in future podcast guests.
• The hosts display their signature chemistry, mixing topical business chat with accessible, upbeat interaction.

2. The Sudden Death of Cast Iron (Web Host)

[04:13]
Main Announcement:

• Cast Iron, a popular website platform for cottage food businesses, is abruptly shutting down.
• They read the farewell letter from Cast Iron, which notes: “this decision was made at the TD Jakes level, and like many of you, we only heard about it ourselves last night...”
• Emphasize that storefronts/data are not being deleted right away, but urgent migration is advised.

Corrie comments on the personal impact:

“We are heartbroken, too. Serving food entrepreneurs like you has been the most meaningful part of our work, and it's hard to see things end so abruptly.” — Cast Iron team (read by Heather) [05:23]

3. This Isn’t an Isolated Incident

[06:05]

• Bake Diary also closed down for personal reasons; both platforms were widely used by bakers.
• Discussion on how these shutdowns can leave users scrambling and the critical importance of website reliability.

4. Anatomy of a Web Host (Why Free or Cheap Isn’t Forever)

[09:33]

• Many hosts (like Cast Iron) lure users with free/cheap, percentage-based pricing but eventually shift to higher-cost or unsustainable models.
• Heather: “If it's ever free, it won't be free for long.” [10:38]
• The ‘freemium’ model is common, and abrupt changes often signal instability behind the scenes.

5. What To Do Right Now If You’re Affected by Platform Closures

[14:38]

• Immediate action: Contact clients with outstanding or in-progress orders; handle payment gaps or undelivered orders outside of the dying platform.
• Use tools like Square or PayPal to reissue invoices or confirm details.
• Back up all website content, text, and images—copy/paste into Google Drive or Google Sheets as an emergency archive.
• Export orders and client data if possible.
• Move all current customer interaction to your direct inbox for a smoother transition.

“I would get them all into your inbox and a different invoicing software. Not ideal, but...let’s get that money taken care of.” — Heather [15:22]

6. Why Owning (or At Least Controlling) Your Domain Matters

[19:28]

• Platforms that don’t allow custom domains (like Cast Iron) can leave business owners scrambling, especially when they’ve printed marketing materials with soon-to-be-defunct web addresses.
• The value of renting and redirecting your domain is emphasized.

Heather quips:

“Owning your domain name...that you can point in any direction is pretty savvy in case of something like this happening.” [20:17]

7. Pros and Cons of Popular Website Platforms (For Bakers)

[21:15 & ff.]

Platforms Most Discussed & Their Features:

• Square:

  • Highly recommended in the baking world.
  • Popular due to longevity and robust invoicing features.
  • Suffers occasional downtime due to a large user base.

• WIX:

  • Drag-and-drop builder; easy for non-tech-savvy users.
  • Less unique / “template-y” site designs.

• Squarespace & Shopify:

  • Strong e-commerce engines; Shopify especially focused on selling online.
  • Shopify is expensive ($30/mo + plugins); heavily plugin-dependent.

• WordPress:

  • Extremely flexible; plugins can add e-commerce or other features.
  • Steep learning curve, vulnerable to security issues.
  • “For ranking... it is one of the better websites when it comes to SEO in Google specifically.” — Corrie [29:40]
  • Maintenance and plugin costs can add up quickly.

• Etsy/Marketplace Models:

  • Built-in traffic but high (up to 20%) commission fees.
  • “Etsy has a lot of its own traffic... but you’re also kind of a slave to whatever pricing model there is.” — Heather [27:31]

• Others (Niche/Bakery Specific):

  • Bakesy, My Custom Bakes, Hot Plate (heavier on SMS).
  • “Gateway drug” platforms—easy, low-cost entry for new bakers, but always risk a rapid shift or shutdown.

• Point of Sale (POS) considerations:

  • POS (e.g., Square readers) increase professionalism and shorten sales funnels.
  • Venmo/CashApp feels “too personal” for most customers.

On recommendation bias:

“Corey’s only ever owned this one Cabela dude dehydrator... So I’m gonna be like, I recommend the Cabela hydrator. I don’t know another one... That’s why I say, well, I’ve only ever had a Cabela dehydrator and it’s been great. But a lot of times you see bakers just be like, I use cast iron and I love it. But like, you’ve never used anything else besides it, so it's hard to judge what else is out there.” — Corrie [22:05]

8. “Selection Bias” and Choosing What Works for YOU

[22:40]

• Most bakers simply recommend what they already use – not proof it’s the best, just the best-for-them.
• There is no universal solution—your own business needs, tech skills, and patience for tech problems should drive your decision.

9. Core Criteria for Selecting Your Next Website Host

[33:51 & ff.]

The 5 “W’s” the Twins Use When Evaluating Web Hosts (summarized):

1. Well-established:

   • Older, stable platforms are less likely to vanish but can cost more.
   • Newer, free upstarts may disappear or pivot rapidly.

2. Cost-Competitive:

   • Don’t be lured by “lifetime deals” or too-good-to-be-true pricing.
   • Expect hidden costs (plugins, transaction fees, upgrades).
   • “If you are drawn by the free part of things, you lose the ability to have a say ... your words cost $0.” — Corrie [38:03]

3. Promise Milestones:

   • Are platforms keeping their development promises?
   • Watch for repeated unfulfilled promises as a red flag.

4. Ease of Use:

   • Find an interface you actually will use, not just one with the most features.

5. Does it Shorten Your Funnel?

   • The easier and faster it is for customers to buy, the more sales you’ll secure.

10. Funnel Psychology: Don’t Make People Work to Pay You

[48:56 & ff.]

• The “funnel” = how many clicks/hoops customers must jump through from discovery to purchase.
• Shorter funnel (fewer clicks): More sales.
• Examples: Amazon’s “Buy Now” vs. multiple checkout steps.
• Corrie uses a longer funnel intentionally to weed out “tire kickers”; other bakers will want the path to be as short as possible.
• Quote:

  "If you are a last minute baker, you'd want to keep that funnel as short as possible... Clicks matter." — Heather [51:19]

11. Real Talk for Different Tech Comfort Levels

[44:36]

• If you often say “I'm not tech savvy,” choose platforms with built-in templates and minimal customization.
• If you (or a helper/twin named Vlad) don't mind googling for answers or wrestling with options, Shopify/WordPress may offer more power.

Quote:

“If you say... I don't want to make an Upwork account to find a Vlad, I don't want to google my problems, I just want to throw something up there... then maybe you're looking at a Linktree thing.” — Heather [45:47]

12. Marketing, Migration, and Maintaining Professionalism

[57:33 & ff.]

• For new/part-time bakers, Google Forms plus Square invoicing is a solid starting point.
• If your market is “oversaturated,” consider using the professionalism of your website (design, usability, etc.) as your competitive advantage.

13. Community Q&A, Cookie College, and Collab Announcements

[60:05 & ff.]

• Cookie College members have shared new classes and resources (including a free “fruits” class kit for listeners), and the group continues to grow with member-taught content.
• September is Cookie Class Month — daily tips and tricks are being published in the Sugar Cookie Marketing Facebook group (#SeptemberCookieClassesMonth).
• Discussion about alternative class venues, like in-home/private group lessons.
• Announce an upcoming video marketing collab: decorate a pumpkin cookie blindfolded, focusing on video creation as a marketing driver.

Notable Quotes & Memorable Moments

• "If it's ever free, it won't be free for long." — Heather [10:38]
• "Owning your domain name... that you can point in any direction is pretty savvy in case of something like this happening." — Heather [20:17]
• "There is no wrong answer. If you don't use Shopify, I'm not going to think less of you. No, you've gotten something that works for you." — Corrie [57:12]
• Lighthearted roast:

  "Cory would be the freezer section of a fridge because she's so cold. Just kidding. I think I'd be a dishwasher because I like to clean stuff." — Heather [83:53]

• Advice for migrating off dying platforms:

  "I would create Google Sheets, and I would just copy and paste all the text that you have on your current website. That way you don't have to reinvent the wheel." — Heather [17:57]

• On selection bias:

  "Most people just recommend what they use because it's all they've tried." — C&C summary [22:05]

• On the importance of the funnel:

  "The more you put your end user through where they have to click, click, click, click, click, the more options they have to fall out of your funnel and find someone else's house." — Corrie [54:40]

Timestamps for Important Segments

• [04:13] — Cast Iron shutdown; what bakers need to know
• [14:38] — Immediate steps to rescue outstanding orders and data
• [19:28] — Domains, redirects, and the “door to your bakery” metaphor
• [21:15] — Quick hits on popular website hosts (Square, Wix, WordPress, Shopify, Bakesy, Hot Plate, etc.)
• [33:51] — The Five Critical Factors to Consider When Choosing a Web Host
• [48:56] — Funnels, shortening the buying process, and intentional friction
• [57:33] — Entry-level web solutions and leveling up as you grow
• [60:05 & ff.] — Cookie College news, marketing initiatives, and class/collab announcements
• [70:52] — Listener Q&A (winning numbers, tech advice, Facebook group strategy)
• [86:53] — The “Vendy Blendy” countdown and vendor participation drive
• [88:09] — Blind Baker Collab: video marketing encouragement

Additional Resources Mentioned

• AppSumo: Source for lifetime tech deals (with caveats)
• Sweet Pink Olive: 3D cutter supplier for Cookie College classes
• Eventbrite: A way to handle payments for private/in-home classes
• Cookie Design Lab: Sponsor for “STL Me About It” segment (3D cutter tool, code: twins for 15% off)
• Baking Me Crazy: Baking supply shop, code FAVORITETWIN for 10% off
• Royal Batch: Meringue powder, code twins for 10% off

Concluding Note

This episode provides a vital survival guide for bakers facing sudden tech disruptions. Heather and Corrie blend pragmatic tech education with empathetic encouragement and a dash of humor, empowering their audience to move confidently through tech challenges and keep their businesses thriving—no matter what gets baked... or shut down.

Key Takeaway:
“Don’t build your bakery business on someone else’s land. Take control of your domain, your data, and your funnel—and always be ready to pivot.”